| CODE | MRK5011 | ||||||||||||||||
| TITLE | Advanced Digital Marketing Strategy | ||||||||||||||||
| UM LEVEL | 05 - Postgraduate Modular Diploma or Degree Course | ||||||||||||||||
| MQF LEVEL | 7 | ||||||||||||||||
| ECTS CREDITS | 5 | ||||||||||||||||
| DEPARTMENT | Marketing | ||||||||||||||||
| DESCRIPTION | The study-unit prepares students to the marketing and media challenges of today's digital age by offering an in-depth understanding on the process of planning and executing a digital marketing communication strategy. Students participating in this study-unit will learn how to design and implement a digital marketing strategy to deal with the complexities of different target markets across regions to drive business results. Students will learn how to manage a combination of traditional and digital media types to influence the purchase decisions of the target audience, as well as increase the business performance, in terms of the impact on sales, market share and increased profit. Study-Unit Aims: The study unit aims to: - Explore the challenges behind the digital media transformation and marketing communications in a competitive environment; - Explore the strategic marketing decisions involved in the design of a digital marketing strategy, including selection of target markets, objectives, media selection, media spend, and budget allocation across regions and seasonality to maximise the return on investment. Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: - plan and execute a digital marketing strategy based on market and consumer insights of different target segments; - assess key media and digital challenges and take decisions with regard to marketing strategy objectives, media planning and budget allocation across regions and seasonality; - analyse and monitor competitors' actions and conduct a review of a digital marketing strategy to re-align the digital marketing strategy and tactics to drive business results. 2. Skills: By the end of the study-unit the student will be able to: - effectively evaluate consumer insights and their decision-making process and manage communications media effectively in a fast-moving, competitive market; - design and implement a digital marketing strategy based on marketing strategy objectives, target customers' media habits and competitors' analysis; - evaluate and review strategic marketing decisions including alternative media selection and budget allocations to maximise their return on investment, business profitability and increase in market share. Main Text/s and any supplementary readings: Main Text: - Dempster C., (2015) The rise of the platform marketer: performance marketing with Google, Facebook and Twitter, plus the latest high-growth digital advertising platforms. Hoboken: Wiley. |
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| STUDY-UNIT TYPE | Lecture | ||||||||||||||||
| METHOD OF ASSESSMENT |
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| LECTURER/S | Daniela Castillo Elaine Marie Grech |
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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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