Course summary

Digital marketing involves the marketing of products and services to consumers using digital technologies and media, whereas digital marketing analytics captures the converging fields of data and consumer analytics - this programme combines both areas. Students gain an overview of the evolution of marketing and the impact of digital technologies on the theory and practice of marketing; evaluate consumer behaviour models applied to the digital consumer and monitor changing trends in various industries. Students hone their skills and knowledge to develop integrated digital marketing communication plans and gain a critical understanding of how to mix traditional and new marketing research tools to obtain relevant and meaningful data. Students also learn how to develop and manage websites, with incorporated blogs, and how to use Social Media as a marketing communications tool. For the Dissertation/Consultancy Project, students are given a live brief from an external organisation facing digital marketing-related issues. They collate, analyse and interpret qualitative and quantitative data to identify issues and provide a report with a set of realistic recommendations and solutions. As students are taught the practical skills required for success in current and future business environments, there is extensive interaction with industry experts and there may be optional, non-credit bearing, field work and internship opportunities.