Digital marketing platforms have changed how businesses connect and communicate with customers. The technology now available to consumers has radically altered their consumption patterns. These new behaviour patterns have created significant challenges and opportunities for marketers. This module gives a background of the rapidly changing marketing practice within the context of digital marketing and online social networks. Students will understand the magnitude of digital and social media and how to apply it to within Business-to-Consumer (B2C) and Business-to-Business (B2B) markets. Students will learn about cutting-edge digital marketing concepts, techniques and strategies used within industry. Furthermore students will understand how to leverage mobile and location-based technology for marketing purposes. After this module, from a practical perspective the student will be capable of developing and managing digital marketing campaigns.

Introduction to Digital Marketing Theory; Consumer Behaviour and Digital Media; Online Identities; Evolution of Digital Marketing Landscape; Understanding Business-to-Consumer (B2C) and Business-to-Business (B2B) marketing in this new landscape; Social Media & Content Marketing Platforms (Social Networks, Discussion Boards, Blogging, Micro-Blogging, Widgets, Crowd Sourced Content, Social Curation, Social Marketplaces, Wikis, Social Bookmarking); Search Engine Marketing; PPC Advertising; Search Engine Optimisation; Email Marketing Campaigns; Website Analytics; Building a Digital Brand; Typologies of Online Brands; Digital Products & Freemium Business Model; Online Communities Creation and Curation; User Generated Content & Co-Creation; Mobile and Location-based Marketing; Content Marketing Development, Online PR & Reputation Management; Planning a Social Media Campaign; Impact of Gamification; Word of Mouth and Viral Marketing; Social Media Metrics; Monitoring, Measuring and Management of Social Media Campaigns; Omni-channel - Integration of Digital Marketing with Traditional Marketing Activities; Digital Privacy and Protection; Ethical Digital Marketing Practice, Trends in Digital Marketing.

• Appraise digital marketing technologies, and their impact on business and the wider society. • Critically evaluate digital marketing concepts, techniques, strategies and theories. • Apply digital marketing techniques in numerous situations and business contexts. • Propose digital marketing solutions to complex scenarios. • Demonstrate an appreciation of the importance of communication, project management, problem-solving and teamwork skills.

• Display a professional commitment to ethical practice within digital marketing.

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Fulfilling UL Graduate Attributes; Knowledgeable - Demonstrate Critical Thinking; Gain Insight into latest developments within discipline. Proactive - Involve local and national enterprise/organisations through industry learning partnerships in the development of their digital marketing strategies. Creative - Innovative Course, Use of Technology, Class Involvement & Interaction Development of ePortfolio & Real-Time Digital Marketing Campaign. Responsible - Appreciate the importance of ethical practice within digital marketing. Collaborative - Use of Social Network & Blogging Platform, Creation of Peer Learning Environment. Articulate - Need to express and disseminate marketing messages through digital media channels.