Digital Marketing (Half-Term)

Digital marketing has become an indispensable part of any firm's marketing strategy, but managers continue to face challenges in this constantly evolving medium. This half-term course offers a distinct perspective on digital marketing compared to the full-term course B8679/B7640. Students who have taken B8679/B7640 will not receive credit for this course.

In this course, we will focus on developing a comprehensive understanding of digital marketing by exploring concepts and tools that will remain relevant despite the rapid changes in specific technologies and implementation procedures. We will delve into the intricacies of display advertising, search advertising, and social media marketing, examining both tactical and strategic aspects. A significant portion of the course will be dedicated to exploring outcome and effectiveness measurement methods and campaign evaluation metrics, enabling students to make data-driven decisions and optimize their digital marketing efforts.

In addition to the core topics, we will also address critical issues such as mobile marketing, media planning, privacy concerns, and digital ad fraud. By the end of the course, students will have gained a well-rounded understanding of digital marketing, equipped with the knowledge and skills necessary to navigate the dynamic digital landscape effectively.

This course is designed to provide a unique learning experience, distinct from the full-term course B7640, and will not grant credit to students who have already completed B8679