Expand+Digital Marketing: Practice & Production, give a holistic interpretation of the role that Digital Marketing has played in businesses and society, whilst also looking at the practical elements of digital marketing, that results in real conversions for...

Hide-Digital Marketing: Practice & Production, give a holistic interpretation of the role that Digital Marketing has played in businesses and society, whilst also looking at the practical elements of digital marketing, that results in real conversions for business. This course introduces and builds upon the core theories, frameworks and technical aspects of digital marketing, paying attention to businesses who specialise in business to consumer (B2C) products/services. The course highlights the ever-changing marketing environment, with a specific focus on the consequences for digital marketing strategy and marketing performance. The course would be particularly relevant to business people, looking to upskill in terms of digital marketing, and also people who want to ascertain the impact of digital marketing on society – understood through business case studies, theoretical insight, and detailed analysis of the digital age. Over 40 readings, case studies, white papers, and academic articles will be provided to students, as well as links to video tutorials to enhance the students learning in terms of: photoshop, video production, and utilizing Google Analytics.

Expand+The course outlines several digital marketing concepts, and demonstrates their impact on contemporary business practice, and society as a whole. Following completion, students will be able to: develop a digital marketing plan, understand the concept ...

Hide-The course outlines several digital marketing concepts, and demonstrates their impact on contemporary business practice, and society as a whole. Following completion, students will be able to: develop a digital marketing plan, understand the concept of brand psychology, understand the digital consumer, understand the practicalities behind digital advertising, construct a framework for social media marketing, understand how search engines work, and be able to utilize the power of digital analytics.

Topic 1: An introduction to Digital Marketing
Topic 2: Marketing and Society
Topic 3: Strategic Digital Marketing & Brand Psychology
Topic 4: Social Media Marketing Practice
Topic 5: Digital Advertising: Design & Execution
Topic 6: Data-Driven Decision Making
Topic 7: Search Engine Marketing
Topic 8: In-Class Consultation

The course consists of eight, two hour lectures