2023_Summer/Autumn_UG_Marketing Communications in a Digital World

This module aims to equip students with a greater understanding of the changing digital landscape and the impact that has on digital and traditional marketing communications. This includes changes in communications channels, platforms, consumer behaviour, as well as an understanding of planning and integration between more traditional marketing (such as print) and digital marketing (such as social media).

The module will provide opportunities for students to apply learning to real world contexts and enable them to produce a digital marketing communications plan in contexts determined by the external environment.

Outline syllabus
1.Trends in the Digital Environment and the impact of technologies (such as, but not limited to, VR, IOT, GDPR)
2. Theories of Marketing Communication (such as word of mouth, Eword of mouth, Strong and Weak)
3. Online and Offline Consumer Behaviour
4. Applying the Digital Marketing Mix
5. Creative engagement with the Digital Communications Mix
6. Digital marketing planning: developing, applying and synthesizing skills
7. Integrating on and off line communications
8. Digital measurements for planning and evaluating marketing activities