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Curricular information is subject to change
• Understand the psychology of online consumers.
• Understand how to use digital marketing for multiple goals within a larger marketing and/or media strategy
• Understand the major digital marketing channels
• Understand the digital and social media marketing process.
• Critically evaluate the various social media platforms and online content.
• Learn how to measure digital marketing efforts
The Internet has dramatically affected consumer behaviour and the way companies interact with and market to consumers. To succeed, companies need marketers with up- to-date knowledge of how to navigate the digital space. This course aims to provide the theoretical knowledge and practical insights for integrating digital marketing into the marketing mix, understanding and engaging online consumers, and monitoring and measuring the results of these efforts.
| Student Effort Type | Hours |
|---|---|
| Lectures | 24 |
| Autonomous Student Learning | 40 |
| Placement/Work Experience | 60 |
| Online Learning | 30 |
| Cont Professional Development | 30 |
| Total | 184 |
Not applicable to this module.
| Description | Timing | Component Scale | % of Final Grade | ||
|---|---|---|---|---|---|
| Continuous Assessment: Class participation | Throughout the Trimester | n/a | Graded | No | 30 |
| Class Test: Hubspot Certificaton | Coursework (End of Trimester) | n/a | Graded | No | 10 |
| Group Project: Final report – will cover all major topics discussed in class and will require application of everything you have learned throughout the course. Details will be discussed in class and a guideline will | Coursework (End of Trimester) | n/a | Graded | Yes | 60 |
| Remediation Type | Remediation Timing |
|---|---|
| In-Module Resit | Prior to relevant Programme Exam Board |
• Feedback individually to students, post-assessment
• Group/class feedback, post-assessment
• Online automated feedback
Not yet recorded.