Department: BSc Business Management
Module Description: Digital marketing is an exciting area of marketing practice. This module will cover the what, why, and how of major current approaches, including online listening and monitoring, website traffic analytics, search engine optimization, search and display ads, affiliates, email marketing, and social media. Digital marketers approach their jobs with a curiosity about how new technologies will change business, with an insistence that strategy drive tactics, and with a measurement mindset. The module is designed to get the student to think like a digital marketing professional, and to give him/her experience with industry‐relevant hands‐on assignments and exercises.
Chaffey, D. and Ellis-Chadwick, F. (2022). Digital marketing: strategy, implementation & practice. 8th ed. Pearson.
Applegate, C.A. (2015). Search engine optimization: starter guide to improve website visibility.
Saura, J.R., Reyes Menéndez, A., Matos, N.D., Correia, M.B. and Palos Sánchez, P.R. (2020). Consumer behavior in the digital age. Journal of Spatial and Organizational Dynamics, 8 (3), 190-196.
Tong, S., Luo, X. and Xu, B. (2020). Personalized mobile marketing strategies. Journal of the Academy of Marketing Science, 48(1), pp.64-78.
Social Media Usage: 2005-2015 https://www.pewresearch.org/internet/2015/10/08/social-networking-usage-2005-2015/
Google analytics tutorial https://support.google.com/analytics/answer/4553001
