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Digital Marketing Campaigns

Introduction

Running successful digital marketing campaigns require a full range of techniques and technologies to be successful, particularly when run from an external company (e.g. marketing agencies or consultancies). This module address the planning and creation of digital marketing campaigns from initial client briefs through to detailed campaign plans.

The module emulates a full campaign lifecycle for digital marketing projects. The curricula culminates in a keystone project that enables participants to practically apply the knowledge acquired in the module in a real-world simulation of a digital marketing campaign. This will cover the full lifecycle of a campaign from the perspective of a digital marketing agency, incorporating client requirements, strategic development, campaign implementation, and measurement and optimisation.

Objectives

Upon successful completion participants will be able to:

  • Demonstrate a comprehensive understanding of digital marketing campaign concepts
  • Interpret and evaluate complex organisational requirements
  • Critically analyse advanced digital marketing solutions and evaluate their suitability to specific use cases
  • Demonstrate a sound conceptual understanding of the forefront of consultancy practice and their application in real-world scenarios

Syllabus

1) Digital Marketing Campaigns
- Designing a digital marketing campaign
- Project planning
- Timelines and milestones

2) Customer requirements
- Marketing agencies and consultancy
- Requirements elicitation
- User story mapping

3) Situation analysis
- Market analysis
- Customer analysis
- Soft systems approaches

4) Designing a digital marketing campaign
- Brand messaging
- Metrics and KPIs
- Risk mitigation

5) A practical simulation of the above topics

Assessment

  • Digital Marketing Campaign Presentation (30%)
  • 4,000 words Post Module Assignment (70%)

Duration

2 weeks including 22.5 hours of lectures and 22.5 hours of seminars