Award in Applied Digital Marketing

Course Description

Digital marketing, also called online marketing, is the promotion of brands to connect with potential customers using the internet and other forms of digital communication. This ‘Applied Marketing’ programme is a continuation of the ‘Introduction to Digital Marketing’ programme. It responds to a changing marketing landscape that is influenced by digital tools. It was developed in the context of the impact on digital technologies in the marketing industry, the demand for learners equipped to work in a connected, collaborative electronic retailing environment, and the need for marketers with advanced application knowledge of digital tools.

The programme addresses contemporary e-commerce and digital marketing strategy needs that reflect the rapidly changing economic and technological environment. It aims to provide an applied business education for future digital marketers and managers that reflects the changing needs of the sector.

This unit aims to equip learners with the practical skills required in contemporary electronic business technologies as an integrated approach with traditional marketing media. The content reflects this by integrating modules on e-commerce, e-business and e-business applications, and addresses the market need for technologically literate marketers for the dynamic environment of the 21st century.

The unit is divided into 4 main areas being; a basic introduction to e-commerce and content creation, application of digital marketing tools for acquiring new customers, application of digital marketing tools for retaining customers and finally measuring campaign performance. Learners will be able to bridge the theoretical and practical parts of digital marketing by creating effective marketing campaigns that contribute to an overall digital marketing strategy.

Career Paths

This program will be useful for anyone involved in a company’s digital marketing initiatives.

Note: Additional hours as directed by the Lecturer need to be dedicated by way of Self-Study / Research / Assignments / Projects / Presentations / Group-Work or similar.

Assessments

The assessment methodology is varied between written reports and practical sessions. These can take the form of Reports, Plans, Posters, Interviews and individual/group presentations amongst others.

Learning Outcomes

LO1 Operate a Content Management System (CMS) whilst creating a basic website.

LO2 Apply digital marketing tools used for acquisition strategy, mainly Pay-Per-Click (PPC), Search-Engine-Optimisation (SEO) and social media.

LO3 Apply digital marketing tools used for retention strategy, mainly email marketing and retargeting.

LO4 Evaluate the use of web metrics and web analytics for digital marketing campaign performance.

Entry Requirements

The following are the suggested pre-requisites and/or entry requirements needed:

Pre-requisites:

· Access to the course is open to participants who can show evidence of work experience within Digital Marketing roles as well as anyone with an interest in Digital Marketing

· Participants are expected to have a good, working knowledge of English, which will be considered as an asset in favour of participants

Maturity Clause:

Applicants who do not meet all the minimum eligibility criteria, and who have attained the age of 21 years, may submit an application under the maturity clause. A Curriculum Vitae and a Motivation Letter (the latter clearly indicating what motivates the applicant to apply for this particular course) are required.

These applicants must demonstrate that they stand to benefit and show that they are able to follow the programme through an interview held for the purpose. Additionally, applicants under the maturity clause may be evaluated through an assessment.

The Admissions Department may suggest pre-eligibility courses any applicant would be required to follow before being considered eligible for this course.