Digital Marketing

Digital technologies and web 2.0 related technologies have transformed the way businesses identify, communicate, sell & interact with current/future customers, as well as managing relationships with all business stakeholders. Digital marketing is often equated to digital communication (e.g. Paid Search Advertising, Display advertising, Social Media Marketing etc). This key aspect of digital marketing and will be covered during this module but marketing in the digital context is fundamentally much broader. This course aims to explore the core implications of the digital revolution for entrepreneurs, marketers, brand managers and consumers. Specifically, this module focuses on how digital technologies (e.g. internet/social media, smart devices, mobile technology) and platforms/tools (e.g. Facebook, Google and LinkedIn) have fundamentally changed paradigms of marketing strategy. Accordingly, marketers must understand fully the digital context within which their decisions take place and this entails developing a core value proposition through segmentation, positioning and branding which is fundamentally different in web 2.0 versus ?traditional? marketing techniques. This module seeks to both explore and deliver cutting edge marketing issues within the digital world via a range of meaningful strategic models, applied theory and practical course elements.