The aim of this unit is to introduce students to the major developments taking place in digital marketing. It will enable students to develop an understanding of how organisations use various digital tools and techniques to engage their customers and maintain a competitive advantage.
1. Demonstrate an understanding of the opportunities, challenges and impact of the digital environment and examine key digital tools, platforms and channels, comparing and contrasting bricks and mortar and other physical channels.
1.1 Present an overview of the digital marketing landscape and compare online and offline marketing concepts
1.2 Determine and analyse the key consumer trends and insights that are fueling the growth of digital marketing
1.3 Assess the key digital tools and hardware that are available to marketers in contrast to ‘bricks and mortar’ and other physical channels
1.4 Examine the development of e-commerce and digital marketing platforms and channels in comparison to physical channels
2. Determine how to organise digital marketing activities and build multi-channel capabilities in an organisation and evaluate methods of monitoring and measuring digital marketing effectively.
2.1 Develop a digital marketing plan and strategy to build multi-channel capabilities
2.2 Explain how omni- channel marketing has evolved
2.3 Determine and evaluate the measurement techniques and performance metrics in digital marketing
2.4 Present a set of actions to improve performance in digital marketing