Digital Marketing Strategy
Unit purpose and aim(s)
The marketing environment continues to develop. Brands need to embrace digital innovation and seek new strategies capable of keeping pace with the competition, whilst creating an authentic customer experience. They must understand the new digital media landscape and how audiences like to consume content so that they can harness the power of new channels, platforms and technologies.
In this unit, you will explore the principles of strategic digital marketing set in the context of the changing behaviours of the contemporary customer. By the end of the module you will be able to critically evaluate digital marketing strategies and understand how they can be created to drive innovation and ensure the business survives and thrives in a digital world. You will also assess how organisations of all types and in all markets, need to adopt an entrepreneurial mindset and understand the imperative of digital transformation.
Assessed by assignment 2019. Please note: in 2020 this unit will change to an exam assessment.