Digital Marketing and Communication 5 credits

The proliferation and use of digital technologies is growing at a fast pace in most organisations and firms. Likewise, adoption of digital technologies permeates all facets of consumers’ lives today. As firms are competing to gain attention in the marketplace, aiming to engage with customers in a meaningful way and grow their business through reciprocal value creation, digital marketing strategies and tactics have become standard practice. Most interactions between consumers and firms are now facilitated through digitised solutions. This course deepens your theoretical understanding of concepts and your ability to apply practical tools related to such digital marketing communication. In this course you will gain understanding of how competition has intensified in the light of increasing investments in digital marketing campaigns. You will explore the fundamentals and best practices of digital marketing communication, including different approaches to reach audiences, stimulate customer interaction, and increase sales. Throughout the course you will focus on the latest trends and develop your knowledge and a set of practical skills, for applying digital marketing tools and techniques in designing and implementing marketing communication programmes. A key theme in the course is data and analytics, with a focus on how to understand customer behaviour and journeys, drive personalisation and engagement, and evaluate the effectiveness of digital marketing communication. At the end of this course, you will know how to design, manage, and evaluate digital marketing communication plans using social media, mobile apps, and automated marketing platforms. You will also have a good understanding of the nature and importance of data and analytics in this work.