Last modified: 31 Jul 2023 11:19
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 | Third Term | Credit Points | 15 credits (7.5 ECTS credits) |
| Campus | Aberdeen | Sustained Study | No |
| Co-ordinators |
Sorry, we don't have a record of any course coordinators. |
||
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.
Information on contact teaching time is available from the course guide.
There are no assessments for this course.
There are no assessments for this course.
| Knowledge Level | Thinking Skill | Outcome |
|---|---|---|
|
|
||
We have detected that you are have compatibility mode enabled or are using an old version of Internet Explorer. You either need to switch off compatibility mode for this site or upgrade your browser.
