Award in Introduction to Digital Marketing

Schedule

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 Introduction to Digital Marketing programme responds to a changing marketing landscape that is influenced by digital tools.

The programme lays the foundations of digital marketing and the relevant digital tools used in digital marketing strategy. It addresses contemporary management needs that reflect the rapidly changing economic and technological environment. It aims to provide a broad technologically informed business education for future marketing professionals and managers that reflects the changing needs of the sector.

This unit aims to equip learners with the skills required in contemporary electronic business technologies as an integrated approach with traditional marketing media. The content reflects this by integrating modules on digital marketing strategy, 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 digital marketing, the basics of building a digital marketing strategy, a comprehensive theoretical overview of digital tools, and finally critically assessing digital marketing case study organisation.

Learners will learn the theoretical ground of creating an effective digital marketing strategy using models like the SOSTAC and conversion model, which shall incorporate planning of digital marketing campaigns.

Career Paths

Digital Marketing Executive, Digital Brand Executive, Digital Marketing Manager

Duration – 30 Hours

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 including reports, plans, posters, interviews and individual/group presentations

amongst others. These may be implemented as take home assignments, time constrained assignments or class based assessments.

Learning Outcomes

• LO1 Identify the digital marketing environment and its foundations.
• LO2. Create a digital marketing strategy to reach a company’s objective.
• LO3 Evaluate the digital marketing tools that are used to generate digital campaigns.
• LO4. Examine the digital marketing communications of a chosen organisation.

Entry Requirements

Any 4 SEC/0-Level/SSC&P (Level 3) Passes

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.