Strategic Digital Marketing
Explore the digital marketing landscape, strategy, tools & tactics for effective communication.
You will gain knowledge and understanding of digital marketing through our online taught provision, delivered in partnership with the Digital Marketing Institute. You will put this knowledge into practice on a project of relevance to you or your organisation. Develop your skill-set, get ahead of the competition and upskill in areas including Search Engine Optimisation, Social Media Marketing, Web Analytics and Website Optimisation.
This short course aims to provide an understanding of digital marketing strategy and the effective use of contemporary digital marketing tools and tactics.
We will provide you with the skills and knowledge required to develop and implement digital marketing strategies. Particular attention is given to content marketing, social media marketing, search engine optimisation, online advertising, email marketing, website optimisation and web analytics. You will learn how to evaluate and measure digital success, developing an understanding of the KPIs and metrics that are important to your campaigns. Practical digital tools and tactics will be explored, focusing on how they align and contribute to the overall business strategy.
This short course can be completed in 10 weeks. Students are expected to take eight weeks to complete online materials and then work on a real-world project for themselves or their company/ organisation.
On completion of this course, students are expected to be able to:
- Examine the key elements of a digital marketing strategy
- Appraise the use of digital marketing frameworks and theories in developing digital strategies
- Assess and synthesise theory and application of practical skills and tools in relation to digital marketing
- Evaluate and appraise digital marketing decisions and success in relation to business goals
The course is largely completed through self-study online, therefore the number of topics studied will vary from student to student. There are 10 topics to be completed overall, plus the assessment - topics include:
- Introduction to Digital Marketing
- Content Marketing
- Social Media Marketing
- Search Engine Optimization (SEO)
- Paid Search (PPC) with Google Ads
- Display and Video Advertising
- Email Marketing
- Website Optimization
- Analysis with Google Analytics
- Digital Marketing Strategy
- Data Analytics
Upskilling Courses
In partnership with the Scottish Funding Council (SFC), our online upskilling short courses have been developed in response to feedback from businesses regarding their people and skills needs and are therefore helpful for individuals considering their employment options as well as organisations looking to upskill their employees. Find out more:
Disclaimer
The University regularly reviews its courses. Course content and structure may change over time. See our course and module disclaimer for more information.
Learning Methods
There is a short online induction session where you can get to know your classmates and learn more about the aims and structure of the course. You will then embark on approximately 8 weeks of study delivered online. Teaching is broken down into short manageable (approximately 1-hour) lessons and additional activities (approximately 2 hours per week) that you can study in your own time and at your own pace. While studying online you will have access to your tutor who will be able to answer any questions you may have.
As you progress through the course, you will be supported through online tutorials where you can discuss your progress with your tutor and class mates, before looking at how to put your digital marketing skills and knowledge into action through a project of your own. At the end of the ten week course you will submit an applied digital marketing coursework.
To complete this course you will need access to a modern laptop or computer running an up-to-date operating system and a reliable internet connection.
Assessment
Typically students are assessed through a portfolio assessment.
Independent Study
The majority of this course is completed through online independent study, it is expected that you will spend approximately 3-5 hours per week working on this module. Whilst you are studying independently you won’t be alone. Your tutor will be there to support you throughout the module.
Staff Delivering on this Course
This short course has been developed by a team with extensive academic and professional experience in Digital Marketing. Having previously developed the first MSc Digital Marketing and the first BA (Hons) Digital Marketing in Scotland, the course team have unrivalled experience in developing vocationally focused education and training in all aspects of Digital Marketing. The online class materials are delivered in partnership with global leader in professional Digital Marketing education, the Digital Marketing Institute.
Academic Support
The Inclusion Centre advises and supports students who disclose a sensory or mobility impairment, chronic medical condition, mental health issue, dyslexia and other specific learning differences. Applicants are encouraged to arrange a pre-entry visit to discuss any concerns and to view the facilities.
Online Learning & Support
All online learning students, benefit from using our collaborative virtual learning environment, CampusMoodle. You will be provided with 24/7 online access to your learning material and resources, along with the ability to interact with your class members and tutors for discussion and support.
Study Skills Support
The Study Support Team provides training and support to all students in:
- Academic writing
- Study skills (note taking, exam techniques, time management, presentation)
- Maths and statistics
- English language
- Information technology support
Library Support
The Library offers support for your course, including the books, eBooks, and journals you will need. We also offer online reading lists for many modules, workshops and drop-ins on searching skills and referencing, and much more.
There are no pre-requisites for this course.
Academic Year 2023/2024
- Course fees will be met in full for students who qualify for Scottish Funding Council funding. To qualify for SFC funding, applicants must be resident in Scotland.
- £350 entire course - Applicants who are not eligible for SFC funding or are currently receiving SAAS/SFC funding for other courses.
Additional Costs
The following course-related costs are not included in the course fees:
Disclaimer
For new intakes course fees are reviewed and published annually for each mode of delivery. Tuition fees are fixed for the duration of a course at the rate confirmed in the offer letter. For further information see:
Any Questions?
Get in touch with the team and we'll do our best to help.