Digital Marketing and Communications

Aims

This module aims to provide learners with a detailed understanding of the principles and practices of marketing and digital communication strategies. Learners will critically analyse key marketing concepts and theories which contribute to marketing strategy, managing the brand, and sustaining responsible customer and stakeholder relationships.

Learning Outcomes

After completing the module the student should be able to:

1. Learners will identify and critically evaluate key issues, in designing digital marcoms strategy considering ethical, sustainable and responsible stakeholder management and practice
2. Learners will critically assess how changing customer demands and behaviours can shape the organisation's marketing communication strategies
3. Learners will assess the role of digital brand and reputation management concepts and theories and consider how these relate to digital marketing practice