Last modified: 22 May 2019 17:07
The course provides both a strategic orientation and tactical orientation:
Strategic:
§ How to align digital strategy with a wider business strategy
§ The value that (internal and external) research and analytics can bring to digital marketing decisions
Tactical:
§ Assess the quality of any website based on a range of important measures
§ Benchmark a website’s performance against online competitors
§ Investigate the potential of a business idea for a given market sector
§ Present digital marketing research and advice to a generalist audience
§ Understand the potential commercial value of social media
§ Interpret onsite analytics in support of business objectives
| Study Type | Postgraduate | Level | 5 |
|---|---|---|---|
| Term | Second Term | Credit Points | 15 credits (7.5 ECTS credits) |
| Campus | None. | Sustained Study | No |
| Co-ordinators |
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Focussing on the B2C sector, the course begins with an overview of the online environment in terms of technologies, sectoral adoption rates, user-profiles etc. The course then proceeds with a focus on the vendor-consumer encounter in cyberspace. In doing so, the course considers topics including: usability; accessibility; motivation (flow); online trust, and information processing.
This course aims to equip students with both knowledge of digital marketing together with knowledge how to practically apply this to the competitive challenges and issues facing organisations.
Information on contact teaching time is available from the course guide.
1st attempt:
Group presentation (20%)
3500 words individual assignment (80%)
Resit: No opportunity to re-submit a failing group report. Failing individual assignment (report) must be resubmitted and achieve a pass grade (D3 or above), with the course grade capped at D3.
There are no assessments for this course.
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