Last modified: 28 Jun 2018 10:27
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| Study Type | Postgraduate | Level | 5 |
|---|---|---|---|
| Term | First Term | Credit Points | 30 credits (15 ECTS credits) |
| Campus | Old Aberdeen | Sustained Study | No |
| Co-ordinators |
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1. Content Marketing
o The need to develop content on an ongoing basis
o Most effective ways to utilize your content digitally
o Volume vs. quality
o Content outreach
o Measuring the ROI on content
o Learn, adapt, improve
2. Digital
o The principles of effective targeted digital advertising
o The advertising landscape – when can you advertise online
o The importance of understanding the platforms/advertiser/publisher models
o Smart remarketing in action
o Effective use of Ad networks
o Social media advertising
o Campaign tracking
o Connecting advertising to analytics metrics
o Learn, adapt, improve
3. Social Media
o Understand the nature of social platforms and connecting these marketing objectives
o Utilising a social media channel – engagement, sharing, monitoring, advertising
o Selecting a channel or channels and building a plan
o What makes content engaging
o Engagement vs. commercial benefit. Viral marketing success stories
o Monitoring social media to find your brand or your key influencers (positive or negative)
o Monitoring social media to protect your brand
4. Advanced Analytics
o Overlaying key metric reporting with target user profiles
o Understanding and measuring customer journeys through your website and other digital assets
o Learning and measuring your visitors’ behaviours across different device
Information on contact teaching time is available from the course guide.
Students are required to submit all elements.
To pass the course students must obtain an overall CAS grade of D3.
Elements:
1. Key Concept Quiz (10%)
2. Two 500 word Reflective Reviews (20%)
3. Memo/Summary of Client Brief (10%)
4. One x 5 minute Video Presentation (recorded) (20%)
5. One x 6-page written Report (40%)
Resits: students may resit (resubmit) a failing element once.
There are no assessments for this course.
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