Digital Marketing
Introduction
Unit 34 – Level 5
Lecturer:
Digital Marketing
LECTURER INFORMATION
Full name:
Title:
Email:
Digital Marketing
COURSE CONTENTS
Digital marketing is a major component of the successful marketing of organisations. The digital
landscape is continually evolving, it is important for marketers to stay ahead of their competitors and
deliver cutting-edge digital marketing approaches and strategies.
The aim of this unit is to:
introduce students to digital marketing and its importance in the successful marketing of organisations
enable students to develop an understanding of how organisations use various digital tools and
techniques to engage their customers and maintain a competitive advantage.
give students the knowledge and tools to work as part of a digital marketing team or to go on to further
study in this specific area.
Digital Marketing
LEARNING OUTCOMES
By the end of this unit a student will be able to:
LO1 Investigate the influence of the digital environment for effective marketing of business
organisations
LO2 Apply digital tools and techniques for an integrated marketing approach within a given business
organisation
LO3 Design a digital marketing campaign using multimedia to optimise content that targets key
audiences
LO4 Evaluate methods of monitoring and measuring a digital marketing campaign in line with
marketing objectives to increase engagement and conversions.
Digital Marketing
COURSE MATERIALS
Text book
Digital Marketing: Strategy, Implementation and
Practice . 6th Ed.
References
Digital Marketing Excellence: Planning, Optimizing and
Integrating Online Marketing. 5th ed.
Digital Marketing Strategy: An Integrated Approach to
Online Marketing
Digital Marketing
ASSIGNMENTS
Assignment 1
This is a group project aiming at investigating digital marketing environment and the application of
digital marketing tools and techniques for a specific organisation in achieving an intergrated
marketing plan. Students are required to complete a formal report.
LO1 + LO2, which include: P1, P2, P3 + M1, M2 + D1
Assignment 2
This is a group project aiming at developing a marketing plan with controlling techniques for a
specific organisation.
Students are required to complete a formal report and an oral presentation.
LO3 + LO4, which include: P4, P5, P6 + M3, M4 + D2
