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
