Subject Overview

An applied introduction to digital marketing principles, channels, technologies and professional practices. The subject connects traditional marketing foundations with customer journeys, campaign planning, content, media, analytics, AI, governance and emerging industry developments.

Learning Goal

Students will be able to plan, execute, measure and improve ethical, customer-centred digital marketing activities using appropriate frameworks, channels, data and technologies in support of organisational objectives.

Syllabus

1. Digital Marketing Foundations and Terminology

Learning Objective: Explain the evolution, scope and role of digital marketing; distinguish digital, traditional, inbound, outbound, omnichannel, owned, paid and earned media; and use essential industry terminology correctly.

Category: foundation

2. Marketing Principles in Digital Contexts

Learning Objective: Apply needs, value propositions, the marketing mix, branding, segmentation, targeting and positioning to digital markets, including B2C, B2B, nonprofit and platform-based settings.

Category: foundation

3. Digital Consumers and Customer Journeys

Learning Objective: Analyse online consumer behaviour, decision processes, trust and digital touchpoints using personas, AIDA, funnels, moments of truth and customer journey maps.

Category: core

4. Digital Marketing Environment and Research

Learning Objective: Assess customers, competitors, platforms and environmental forces using market research, social listening, keyword research, SWOT and PESTLE while recognising the limitations of digital data.

Category: core

5. Digital Strategy, Objectives and Planning

Learning Objective: Develop a coherent digital plan using SMART objectives, SOSTAC or RACE, audience selection, channel roles, budgeting, resource allocation, KPIs and alignment with organisational strategy.

Category: strategic

6. Digital Brand, Content and Creative Strategy

Learning Objective: Create an audience-focused content strategy covering brand identity, storytelling, messaging, editorial planning, content formats, accessibility, intellectual property and AI-assisted content production.

Category: application

7. Websites, User Experience and Conversion

Learning Objective: Evaluate websites and landing pages using information architecture, usability, mobile-first design, accessibility, calls to action, conversion funnels and conversion rate optimisation principles.

Category: application

8. Search Engine Marketing

Learning Objective: Explain how search engines work and apply keyword intent, on-page, technical and off-page SEO principles alongside paid search campaign structure, bidding, quality and performance optimisation.

Category: core

9. Social Media and Influencer Marketing

Learning Objective: Select suitable social platforms; plan organic and paid activity; manage communities, social commerce and influencers; and address engagement, reputation, disclosure and platform risk.

Category: application

10. Email, CRM and Marketing Automation

Learning Objective: Design permission-based lifecycle communications using segmentation, lead generation, lead nurturing, personalisation, email metrics, CRM processes and responsible marketing automation.

Category: application

11. Digital Advertising and Integrated Campaigns

Learning Objective: Plan integrated campaigns across display, video, mobile, programmatic, affiliate and retail media; apply targeting, retargeting, media buying, budgeting, attribution awareness and creative testing.

Category: application

12. E-commerce, Platforms and Digital Business Models

Learning Objective: Explain e-commerce journeys, marketplaces, direct-to-consumer models, subscriptions, network effects, payments, reviews, fulfilment and the marketing implications of platform ecosystems.

Category: core

13. Marketing Analytics, Testing and Decision Making

Learning Objective: Build measurement plans; interpret traffic, engagement, conversion, acquisition cost, customer lifetime value, retention and return on investment; use dashboards, attribution, A/B testing and evidence-based optimisation.

Category: core

14. Marketing Technology, AI and Digital Transformation

Learning Objective: Explain the martech stack, data integration, customer data platforms, automation and generative or predictive AI; evaluate use cases, human oversight, implementation requirements and organisational change.

Category: contemporary

15. Ethics, Privacy, Governance and Future Trends

Learning Objective: Apply privacy, consent, security, accessibility, consumer protection and advertising standards; recognise bias, misinformation and dark patterns; establish governance controls; and evaluate cookieless marketing, immersive media, conversational interfaces and other emerging developments.

Category: strategic