|Prerequisites for Module|
Non in addition to course entry requirements or equivalent
Aims of Module
To develop an advanced understanding of digital communications strategy and the effective use of contemporary online communication tools.
Learning Outcomes for Module
On completion of this module, students are expected to be able to:
||Critically examine and compare the key elements of a digital communications strategy|
||Critically appraise the use of communication frameworks and theories in developing digital strategies |
||Assess and synthesise theory and application of practical digital skills in relation to digital communications management|
||Evaluate and appraise digital communication decisions and success in relation to the wider communications strategy and business goals|
Indicative Module Content
Digital communications strategy will be assessed, giving attention to digital marketing, online user experience, online public relations, social media, search engine optimisation, conversion optimisation, content marketing, online advertising and web analytics. Internal and external factors influencing the digital communications process will be analysed. The importance of measuring and evaluating digital success is emphasised throughout. Practical digital tools will be applied, focusing on how they align and contribute to the overall business strategy.
|Indicative Student Workload|
|Full Time||Distance Learning|
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Mode of Delivery
The module is delivered in taught mode by lectures, interactive group discussions, practical labs and directed self study.
The module is delivered in distance learning mode by self directed study from web-based learning materials and online support.
||Learning Outcomes Assessed|
|Component 1 ||1,2,3,4|
Assessment of the module is by a portfolio
|1.||CHAFFEY, D. and SMITH, P.R., 2017. Digital marketing excellence: planning, optimizing and integrating online marketing. 5th ed. Oxon: Routledge|
|2.||SMART INSIGHTS, 2018. Plan, manage and optimize your marketing. [online]. Leeds: Smart Insights. Available from: http://www.smartinsights.com/ [Accessed 13 April 2018].|
|3.||ECONSULTANCY, 2018. Practical, relevant and immediate. [online]. London: Econsultancy. Available from: https://econsultancy.com [Accessed 13 April 2018].|
|4.||MOZ, 2018. The Moz Blog. [online]. Seattle: Moz. Available from: https://moz.com/blog [Accessed 13 April 2018].|
|5.||FILL, C. and TURNBULL, S., 2016. Marketing communications: discovery, creation and conversions. 7th ed. Harlow: Pearson.|