Postgraduate Short Course & CPD

Digital Marketing Communications (Short Course & CPD)

The Flex Ed short course seeks to provide learners with practical, real-world examples of technologies meeting the demands of such connected consumers and utilises a project based approach to promote active, deeper learning of the unfolding opportunities through digital marketing. The content is delivered through three inter-related key themes.

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Course Overview

Digital Marketing Communications

This course examines the digital marketing context. When the tools of marketing change, marketing strategies and marketers must evolve too. The focus of this course is on supporting adaptive practice for potential or current marketers as they navigate the digital transformation of the marketing function.

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Teaching & Learning Plan

THEME 1
The first of these themes relates to the broad digital context and the implications of advancing technology for how we understand traditional marketing theory and practice. The focus of this theme is predominantly based around the necessary actions required to deliver an integrated marketing communication strategy – at the level of both thought and action.

THEME 2
Theme 2 looks at the digital consumer and explores the implications of emerging technology (e.g. voice search), privacy issues (e.g. the privacy trade-off) and the digital marketing toolbox (e.g. SEM, SEO, social media, PPC, display advertising, email and mobile) within digital strategy development and implementation processes.

THEME 3
Theme 3 looks at the Digital Marketers’ context and critically examines, through both international case study and visiting speaker inputs, the managerial challenge and opportunity in determining the appropriate use of marketing technology with an emphasis on issues of fit and practical implementation.

Reading list

Linked Programmes

MSc Business Development and Innovation, MSc Marketing, PgCertPD Professional Development,

Assessment

100% Coursework

(1) Report (75%) The group consultancy exercise will be based around a live international case study where the consultancy teams will be required to assess the appropriateness and extent of a digital engagement by a case company. The exercise will require consultancy teams to develop a management report (5000 words).

(2) Oral Assessment (25%) Create a 5 minute podcast reflecting on the project experience and highlighting the major new knowledge which you have acquired in the process of carrying out the project. Use academic citations and current research and data to enhance the communication.

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