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Digital Marketing

Course guide

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Digital Marketing

  1. 1. Individual task Digital Disruption Proposal Part 1 Length 2 weeks 2 live classes Group project Digital Disruption Proposal Part 2 Self reflection and group feedback Length 3 weeks + study week 3 live classes One week break Individual task Online Assessment Self reflection Length 3 weeks 3 live classes Group project Digital Marketing Proposal Self reflection and group feedback Length 3 weeks + study week 3 live classes Group Project Digital trends whitepaper Self reflection and group feedback Length 3 weeks + study week 3 live classes MEET YOUR FIRST GROUP Module 1 Think disruptive • Digital disruption • The customer journey – Micro- Moments framework • Value proposition MEET YOUR SECOND GROUP Module 2 A connected world • The rise of social • Mobile • Innovation • Business models Module 3 Think optimised • Data and insights • Google Analytics • Social data • Engagement, conversion and attribution Module 4 Think like a brand • Data-driven segmentation • Content and video (including social) • Paid search and AdWords • Display (on mobile) • Programmatic buying Module 5 The ongoing revolution • Trends for the future: video, new devices, changing behaviours, users’ channel- and device- dependence • Marketing responsibly • Becoming an agent of change • Leadership and self-reflection • Behaviours of disruptive leaders • Self-reflection, what behaviours do you want to develop? • Guiding philosophies of agile organizations • Reflection – what philosophies resonate and why • Group work • Peer review • Sparking successful behaviours in others • Employee engagement and ROI • Self-reflection, what behaviours do you want to develop? • Group work • Peer review • Live class on leadership • Leadership Manifesto • Group work • Peer review • Recognizing successful behaviours • Methods to measure successful behaviours in online environments • Group work • Peer review Individual task: Produce a value proposition for a new digital business idea. Individual project: Students are required to access GA platform for fictional website and analyse data and insights which will be assessed through the form of an online assessment. Auto-marked Group project: Digital marketing proposal. Students work within their groups to deliver a comprehensive marketing proposal for a fictional company in the form of a presentation, which also includes data/insights from Module 3. Tutor-marked Group project: Work in groups to create a whitepaper focusing on a digital trend. This is peer marked, with each student needing to review at least two of their peers’ submissions. OutlineLeadership stream Assessment Group project: Students work in groups to create a business proposal for a new digital product or service. Tutor-marked Squared Online course map

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Course guide

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