Intended learning outcomesModule-level learning objectivesLearning Outcome 1Explain the key concepts of digital marketing as applied to a B2C context.Identify and explain the key concepts of digital marketing planning.Identify and explain the key concepts of content marketing.Identify and explain the key concepts of web design, web content creation and SEO.Identify and explain the key concepts of content creation for social media platforms.Identify and explain the key concepts of mobile marketing.Learning Outcome 2Analyse and evaluate the different elements of a company’s current communications mix.Analyse and evaluate a company’s current digital marketing strategy.Analyse and evaluate different elements of a company’s content marketing using digital marketing methods.Analyse and evaluate a company’s web presence using digital marketing methods.Analyse and evaluate a company’s content creation on social media using digital marketing methods.Analyse and evaluate a company’s mobile marketing using digital marketing methods.Learning Outcome 3Design digital marketing strategies and methods.Draw up an outline digital marketing plan.Design and create effective content using different formats.Design creative content for a company’s social media platforms.Conduct a social media audit for an existing company.

Learning activities on MoodleClasses on campus

🟢 FundamentalsTo start off with, we will create a base and learn about the digital marketing fundamentals.🟢 Digital Marketing PlanningIn Module 1, we explore digital marketing planning. Digital marketing planning involves marketing planning within the context of the online business environment. You will learn how you can successfully create a digital marketing plan for a company.🟢 Content MarketingIn Module 2, we look at content marketing. It is one of the key digital marketing activities to manage in all companies. Content is the glue that links digital media for content distribution with the digital platforms where it is consumed across the path-to-purchase. You will learn how to create effective content using different formats.🟢 Web Design & SEOIn Module 3, we explore how we get users to a company website and how we keep them on the site. We learn about key techniques such as traffic building, search engine optimization (SEO), user-centered design, usability and accessibility design. 🟢 Social MediaIn Module 4, we look at content marketing on social networks. Companies engage with their consumers through social media platforms and build active interactions. Therefore, good content marketing is crucial for attracting more customers to visit the page, follow the updates, and finally (repeat the) purchase. In this Module, we will learn how companies can determine appropriate marketing action in the social strategy and how companies can examine their social media activity in and around their brand and evaluate it for strategic insight.🟢 Mobile MarketingIn Module 5, we learn about the key characteristics of mobile-friendly websites and mobile-friendly content. According to recent statistics, up to 70 percent of web traffic happens on a mobile device and many consumers use their mobile device to look for new brands and products. In this Module, we will dive into mobile marketing.

It is strongly recommended that you have completed at least one course in Marketing before undertaking this unit.

see Moodle

See below.

Assessment Items Value/WeightingLink to Learning Outcomes  Team Assignment 150 marks (50%)1, 2 & 3TeamIndividual Assignment 150 marks (50%)1, 2 & 3Individual+ Extra Credit (10 points): Your extra creditopportunity is individual presence & participation: If you actively participate in the in-person classes, contribute your ideas, thoughts and results, you will receive up to 10 points for your final grade. 

The grading for this course is based on a point system:Grade pointsGrade>90 bis 100 points1>78 bis 90 points2>65 bis 78 points3>50 bis 65 points40 bis 50 points5To be eligible to pass this course you will need to attain an overall mark of 50% (50 points) and achieve at least 50% in each of the Assessment Items (Team Assignment 1 and Individual Assignment 1).