Digital Marketing

Overview:

This entry-level Digital Marketing Fundamentals short course gives an overview of Digital Marketing, including planning a website, website promotion, email and Search Engine Optimisation (SEO) campaigns, e-commerce and integrating digital marketing with traditional marketing.

Our part-time Digital Marketing Fundamentals course provides a practical framework to develop customised digital marketing programmes and is designed for marketers, managers and individuals who want to take advantage of new marketing techniques. The use of modern technologies to integrate marketing will be discussed, with the opportunity in the final week to work in groups to present a fictional digital marketing concept.

What will I learn?

• Understand how to undertake market research and construct a marketing plan;
• Understand how to create and establish an online identity;
• Appreciate how to plan web design and presence to identify how to establish on line sales and customer support.
• Recognise electronic and mortar marketing techniques and principles

Teaching and Assessment

Informal assessment will take place through group discussion, class room activities, questions and answers sessions as guided by your tutor.

Recommended Reading

Resources

Professional bodies

• Chartered Institute of Marketing (CIM)
• Direct Marketing Association
• Institute of Direct Marketing

Publications

• New Media Age
• International Journal of E-commerce

 

Bibliography

Marketing

• Kotler, P. (2001) Kotler on Marketing, Free Press Digital Age/Internet
• Castells, M. (2002) The Internet Galaxy: Reflexions on the Internet, Business and Society, Oxford University Press
• Negroponte, N. (2000) Being Digital, Vintage Books E-marketing
• Chaston, I. (2001) e-Marketing Strategy, McGraw-Hill Publishing
• Haig, M. (2001) The e-Marketing Handbook, Kogan Page
• Hanson, W. (2000) Principles of Internet Marketing, South-Western Publishing
• Kotler, P., Postma, P. (1998) New Marketing Era: Marketing to the Imagination in a Technology Driven World, McGraw-Hill Education
• McDonald, M., Wilson, H. (2002) New Marketing: Drive the Digital Market or it will drive you, Butterworth-Heinemann
• Richardson, P. (2001) Internet Marketing: Readings and Online Resources, McGraw-Hill International Edition
• Smith, P.R., Chaffey, D. (2005) E-marketing Excellence, Second Edition, Butterworth-Heinemann
  Relationship Marketing
• Don Peppers and Rogers (Martha Rogers) CRM/e-CRM
• Goldenberg, B.J. (2002) CRM Automation, Prentice Hall
• Greenberg, P. (2004) CRM at the speed of light, Third Edition, McGraw-Hill Osborne

Please note that later editions may be available. Further resources will be recommended by the tutor.

Eligibility

This is an introductory level course, so no prior experience of digital marketing is necessary, although it may be beneficial.

English Requirements

Applicants must be proficient in written and spoken English.

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