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Digital Marketing Strategy and Management

Anti-requisites

Cannot be taken in conjunction with Digital Marketing Software & Techniques (DMST)

Introduction

In today’s economy, digital marketing is no longer an “add-on” to traditional approaches, with over 60% of advertising spend in the UK now committed to digital marketing channels (eMarketer, 2018). In a recent report, the UK Government specifically identifies digital marketing skills as a key shortage in the UK economy (ECORYS UK, 2016).

As digital marketing grows, not only are there industry requirements for new technical skills, but also the strategic management skills to plan and optimise digital marketing campaigns. This module aims to meet both these challenges, by giving participants hands-on experience with a range of digital marketing channels, but also management best practices.

The module culminates in two in-module assessments designed to put in to practice the concepts presented in this module. The first focus on campaign management, built on a computer simulation designed specifically for this module, where teams compete against each other by adjusting their digital marketing strategies based on the data generated in the simulation. The second is the creation of a digital marketing campaign proposal, to meet the needs of a client brief. The first activity is worth 10% of the total module marks, and the second 20%.

ECORYS UK (2016). DIGITAL SKILLS for the UK ECONOMY. Department for Business, Innovation and Skills; Department for Culture, Media and Sport. https://assets.publishing.service.gov.uk/government/uploads/system/uploads/attachment_data/file/492889/DCMSDigitalSkillsReportJan2016.pdf (accessed January 2019).

eMarketer (2018). More than 60% of UK Media Ad Spending Is Digital. https://www.emarketer.com/content/more-than-60-of-uk-media-ad-spending-is-digital (accessed January 2019).

Objectives

Upon successful completion participants will be able to:

  • Demonstrate a comprehensive understanding of the principal models and key theoretical frameworks associated with digital marketing strategy, and their application in real-world scenarios.
  • Critically evaluate market opportunities, using cutting edge tools, and create appropriate strategies to meet them.
  • Critically evaluate data outputs from digital marketing tools, and integrate these insights into ongoing marketing campaigns.
  • Apply advanced segmentation techniques and customer analysis methods in a variety of contexts and industry settings.
  • Develop a comprehensive and justified marketing proposal, encompassing current best practices and in consideration of all relevant operational risks.

Syllabus

    1. Digital Marketing Fundamentals

    • What is Digital Marketing?
    • Case Studies
    • Market, Competitor and Customer Analysis

    2. Strategic Management of Digital Marketing

    • Models of Strategic Management for Digital Marketing
    • Campaign Management
    • Objectives, Targets and Key Performance Indicators
    • Writing a Campaign Proposals

    3. Digital Marketing Channels

    • Email Marketing
    • Content Marketing
    • Search Engine Marketing
    • Social Media Marketing
    • Programmatic Advertising

    4. Digital Campaign Execution

    • Digital for Large Brands
    • Digital Analytics
    • Campaign Management and Optimisation
    • Campaign Management Simulation

    5. Capstone Project

    • Digital Marketing Client Proposal
    • Client Presentations

    A more detailed explanation of these topics is below.

    An overview of Digital Marketing and the foundations of Digital Marketing campaigns. Competitor, market and customer analysis models using practical tools and both commercial and open data sources.

    The key principles of Digital Marketing strategy, including the latest models and planning tools. The fundamentals and best practices in campaign creation, management and optimisation. Setting SMART objectives, targets and key performance indicators (KPIs). The development of these ideas into a written Digital Marketing proposal.

    The next section, representing the majority of the lecture-component of the module, introduces a wide range of digital marketing channels, incorporating best practices and management strategies. This includes, but is not limited to: email, content marketing, search engine marketing (search engine optimisation and pay-per-click advertising), social media marketing (branding, content creation/curation and advertising), and programmatic advertising.

    The final aspect of the lecture component concerns the execution of Digital Marketing campaigns. This includes branding issues (particularly in enterprise-class organisations), digital analytics, and campaign management and optimisation. This will culminate in the first assessed component (10% of the overall mark), a simulated campaign management exercise using a bespoke computer simulation model (designed specifically for this module). This exercise will require participants to make real-time decision and campaign adjustments based on the data generated in the simulation.

    Finally, a capstone project that will bring these aspects together in a new campaign proposal for a given case study (client). This proposal will be demonstrated in a formal presentation that concludes the module and represents the second part of the in-module assessment (20% of the overall mark).

    Assessment

    6000 Words Post Module (70% weighting) and In Module Assessment (comprising two parts, 10% & 20% weighting)

    Duration

    2 weeks, including 21 hours of lectures, 9 hours of seminars, 6 hours of pre-module work, 24 hours of online collaborative work and 90 hours o self directed study