Digital marketing techniques have become a dominant force in marketing practice. This course will look at how businesses are approaching the shift to digital and omnichannel marketing, working across several media channels, and using new consumer engagement techniques. In particular, the course teaches key aspects of marketing in a digital world including viral, search, social media, optimisation and conversion rate. It is broadly split into two parts. The first part is more theoretically driven where the focus is on 1). understanding the concept of digital marketing; 2). the various marketing technologies available for use, and; 3). how best to leverage peer-to-peer process (for instance, the power of virality). The second component is more practitioner orientated, giving an understanding of the development, use, and key challenges and opportunities of certain marketing technologies, e.g. search, conversion and mobile. Together the course will offer students both theoretical and practical insights to improve marketing within a digital world.
Therefore, since marketing increasingly occurs in a digital world, the goal of this course is to equip students with the specific knowledge and understanding of the use and impacts that digital technologies have had on marketing practice and consumer behaviour.
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