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