Digital Marketing Strategy

Learning Outcomes

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

• Evaluate the complex role of brands, innovation, integrated marketing communications, alliances, customer relationships and service in decisions for developing a differentiated positioning to create exceptional value the customer.
• Digital marketing and its role within the complex business environment.
• The changing dimensions of competitive advantage in the digital age.

Transferable and Generic Skills

Having successfully completed this module you will be able to:

• Collect complex strategic information and critically exam the strategic issues.
• Work independently on projects involving research, analysis and the presentation of conclusions.

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

• Critically evaluate the range of technologies and applications to gain competitive insight.
• Identify the technology that can most effectively support digital marketing strategy in different contexts.
• Develop analytic skills by applying appropriate analysis tools to support digital marketing strategy.

• Undertaking a situation analysis including identifying key digital organisational resources, competitor analysis and customer insight;
• Setting digital marketing goals that are measurable;
• Developing a strategy to achieve those goals, including the development of online buyer personas, brand positioning and customer journey mapping;
• Developing a tactical communication mix comprising owned, earned and paid media to deliver that strategy;
• Identifying the necessary skills and resources to effectively integrate that mix and achieve strategic goals.
• Monitoring and evaluating digital marketing activity to ensure return on investment and to feed back into the next cycle of planning.

Teaching and learning methods include:

Lectures, interactive case studies, directed reading, class discussion, project assignment, and private/guided study

Summative

This is how we’ll formally assess what you have learned in this module.

Referral

This is how we’ll assess you if you don’t meet the criteria to pass this module.

Repeat

An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.