| CODE | MRK1210 | ||||||||
| TITLE | Digital Marketing: Principles and Strategies | ||||||||
| UM LEVEL | 01 - Year 1 in Modular Undergraduate Course | ||||||||
| MQF LEVEL | 5 | ||||||||
| ECTS CREDITS | 5 | ||||||||
| DEPARTMENT | Marketing | ||||||||
| DESCRIPTION | The digital marketing landscape has evolved significantly in the last 10 years. As new platforms emerge and competition levels intensify, digital marketers must adapt to this changing environment with agility. Throughout the programme students will discover how understanding the timeless principles of media strategy can help them face up to the challenges of tomorrow. Furthermore, throughout the sessions, students will gain an adaptable, integrated approach to media strategy that delivers on business goals and puts the audience first. The study-unit will cover the following topics: 1. Introduction 2. Traditional Communications 3. Digital Communications 4. Digital Channels 5. Marketing Automation 6. Budget and Resourcing 7. Big Data and Analytics 8. Digital Leadership 9. Strategy Formulation and Plan. Study-unit Aims: The study-unit will help students to be in position to understand the important marketing parameters in this field; recognise areas which are developing and enable them to apply better e-marketing tools to the practical context. Learning Outcomes: 1. Knowledge & Understanding By the end of the study-unit the student will be able to: - Distinguish between own digital assets and the broader competitive landscape; - Outline targeting decisions, drive proposition development and supports CX across each Customer Journey touchpoint; - Reproduce strategic frameworks that aligns digital activity to customer journeys and business outcomes. 2. Skills By the end of the study-unit the student will be able to: - Identify what scope of digital strategy you need for your business, define key business objectives, who the key stakeholders are and how to work them; - Produce a planning framework that ensures that the strategy lays the foundation for powerful strategy development; - Build efficient and effective data, channel and creative strategies that support and evaluate the delivery of the digital strategy; - Develop the strategy into the key components for implementation. Main Text/s and any supplementary readings: Recommended Text - Kartajaya, H., Kotler, P., & Hooi, D. H. (2019). Marketing 4.0: moving from traditional to digital. John Wiley & Sons. - Kartajaya, H., Setiawan, I., & Kotler, P. (2021). Marketing 5.0: Technology for humanity. John Wiley & Sons. |
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| STUDY-UNIT TYPE | Lecture | ||||||||
| METHOD OF ASSESSMENT |
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| LECTURER/S | Stephen Agius |
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2024/5. It may be subject to change in subsequent years. |
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