MBM7007M: Communicating in the Digital Age

In this module, you’ll learn about digital marketing communication methods, different channels, and strategy.

In this module:

Marketing has become more focused on technology than ever, so you’ll build on skills around the critical analysis of the new media environment and integrated communications based on consumer behaviour. This module will teach you how to optimise your digital communications to resonate with customers and stakeholders through a variety of techniques. You will learn how to recruit new customers as well as maintaining existing relationships through technology strategically used by marketers today.

This module is worth 30 credits. You’ll be assessed through a 4,000-word written report. You’ll be scheduled with 30 contact hours with your lecturer.

Reading list:

Chaffey, D., Ellis-Chadwick, F., Mayer, R. and Johnston, K. (2009), Internet Marketing. 4th Ed. England: FT Prentice Hall.

Chaffey, D. and Smith, P. R. (2013), eMarketing Excellence: Planning and Optimising your digital marketing. New York, Routledge.

Gilligan, C. and Wilson, R, (2009), Strategic Marketing Planning. London, Butterworth-Heinemann.

McDonald, M, (2011), Marketing Plans: How to Prepare Them, How to Use Them. 7th Ed. London, Butterworth-Heinemann.

Ryan, D. and Jones, C. (2012) Understanding Digital Marketing: Marketing strategies for engaging the digital generation. London, Kogan Page.

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