Module: BM7302-15 Digital Marketing

Level: 7

Credit Value: 15

Module Tutor: Joshua Williams

Module Tutor Contact Details: j.williamsb@bathspa.ac.uk

1.Brief description and aims of module

Digital marketing is an increasingly powerful tool for growing businesses, and increasing revenue and market presence. We assume that Millennials and Generation Z have social media and digital marketing channels/apps/etc. woven through their lives. But this does not automatically correlate to organisations and businesses understanding how to successfully navigate, and make the most of the rapidly expanding and complex opportunities for digital marketing.

This module engages with the following contexts and challenges:

• The (ever increasing number of) digital platforms appropriate for marketing, which ones are best used, in which context, and how;

• How to create and run a digital marketing campaign;

• Evaluating how successful your digital marketing campaign has been and if it has been cost/resource effective;

• Creating a website/app yourself for your own business, or an SME/charitable organisation/etc. that does not have the resources to buy in website/app creation/ongoing development and maintenance support.

It considers how to:

• Define a target audience

• Attract that audience with free and/or paid content

• Make sales or expand audience/influence

• Evaluate and optimise exposure, reach and conversion to sales/new audience

2.Outline syllabus

Topics covered include:

• Digital marketing research

• Setting up websites / apps

• Email marketing

• Content development

• Search engine optimisation

• Google Adwords

• Writing digital marketing strategies

• Measuring and optimising digital marketing initiatives and resourcing

3.Teaching and learning activities

This module is taught by a mixture of tutor-led seminars, lectures, student-led presentations and discussion. It also includes practical digital skills workshops with sector practitioners.

Assessment Item 1:

• Assessment Type: Course Work

• Description: Project (3500 words)

• % Weighting: 100%