MKT42290 Dig Mkg Strategy& CampaignPlan

Academic Year 2017/2018

In a world where digital brands have broken the norm of traditional business models, it is important to understand how these modern digital brand strategies have affected the very essence of marketing, strategic thinking, and campaign planning. This module will help give students a better understanding of how to develop a strategic framework based in digital thinking (the models, processes and channels used), why these modern brands have changed the landscape of digital marketing, how traditional business can evolve, and how to develop an effective digital marketing plan that will deliver against both brand & business goals.

In addition, students will gain a better understanding of how brands are now using digital channels (in the age of social media) as a way to drive sales, create closer bonds with consumers and earn long-term customer loyalty. Students will also get the chance to review content creation & branded co-creation in the digital age, how the brand to consumer relationship has changed in an ever connected digital world, and look at the future of mobile connectivity.

Through a combination of theory, case studies and real world campaign examples (including guest lecturers), students will learn practical lessons in digital marketing & campaign planning, and gain a rich appreciation for how this has changed the marketing landscape in the 21st century. At the end of the module, students will give a group presentation to a panel of industry experts/professionals. This group project will be based around the planning, development, creation, and launch of an annual marketing plan for a brand new or existing digital brand.