| CODE | MRK5700 | ||||||
| TITLE | Digital Marketing in Public Health | ||||||
| UM LEVEL | 05 - Postgraduate Modular Diploma or Degree Course | ||||||
| MQF LEVEL | 7 | ||||||
| ECTS CREDITS | 5 | ||||||
| DEPARTMENT | Marketing | ||||||
| DESCRIPTION | Digital Marketing has become an essential tool within healthcare. This study-unit will prepare students to effectively use Digital Marketing strategies and tactics within a public healthcare environment. Students will learn how to assess the current situation through data-driven methods, develop objectives, design a strategy and translate the strategy into tactical actions that will create impact. The study-unit will also guide the students in determining the actions and control decisions while monitoring key performance indicators. This will include learning foundations of Marketing, the application of Digital Marketing Channels such as building an online presence, using social media effectively, adopting content marketing, SEO essentials and digital advertising. Students may apply this learning for promoting behaviour change, healthcare services or products. Study-unit Aims: This study-unit aims to empower students in using digital marketing tools within public healthcare. The students will be able to develop a complete digital marketing strategy for realistic public health scenarios. Students will also be able to identify and use the appropriate digital marketing channels. The study unit expects the students to adopt a scientific approach to Marketing decisions. Learning Outcomes: 1. Knowledge & Understanding By the end of the study-unit the student will be able to: - Explain marketing foundations in creating and capturing value, consumer behavior, and communication strategy; - Differentiate the different phases of the SOSTAC model; - Contrast performance on Digital Marketing Channels; - Examine an existing digital marketing scenario. 2. Skills By the end of the study-unit the student will be able to: - Prepare online public relations plans; - Construct a digital marketing strategy; - Organise tactical interventions; - Deploy content on digital marketing channels; - Measure campaign effectiveness. Main Text/s and any supplementary readings: Main Text/s - Chaffey D. and Ellis-Chadwick F., (2016) Digital marketing. 6th ed. New Jersey: Pearsons. Supplementary readings: - Kotler et al., (2013) Principles of Marketing, European Edition. 6th ed., Pearson Education. - 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 and Independent Study | ||||||
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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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