Digital Marketing, Branding and Strategy (DL)

Module code: MAR7018-B

Module Aims       

To develop a comprehensive understanding of the marketing concept and what it means in a digital environment.

Outline Syllabus   

The marketing concept and orientation; its role within a a digital business environment. How to balance conventional marketing with digital marketing. Introduction to strategic management. Difference between the design, planning and positioning schools. The external environment, industries and competition. From resources and capabilities to competitive advantage. From competitive advantage to competitive strategy. Developing competitive strategy. The relationship between strategy and marketing. The marketing environment and marketing planning; New forms of consumer and organisational buying behaviour; Market segmentation, targeting and positioning; Market Research: The marketing mix in a digital environment; Product concepts, service concepts, product portfolio, product life cycle, Branding, Brand story-telling skills, communications mix,; Marketing channels, and omnichanelling, retailing, distribution; Pricing and value, cost, competitor and marketing-orientated methods; Defining digital and social media marketing; How to use social media to benefit business; Evolution of digital technologies and changing consumer behaviour; Digital marketing strategy; Search Engine Marketing: Search Engine Optimisation and Pay Per Click Marketing; Email Marketing; Social Media Marketing: Blogging, microblogging, PPC & Display Marketing; Social networks; Funnelling and retargeting; Video/photo/content marketing; Affiliate marketing; Online PR; Digital Analytics and Performance Measurement; Programmatic and automation tools, Legal & Ethical Issues-Privacy & Security; Use of artificial intelligence. The role of marketing in internationalisation. Future developments: the application of Marketing research and Big Data analytics..Entreprenerialism. Modern Marketing Model as a way of integrating digital and conventional marketing functions. The pitfalls and importance options generation and strategy implementation.

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