During the summer, over 200 students on the Aberdeen and Qatar campuses learned about digital marketing strategies and tactics, using a selection of tools and techniques that are used by digital professionals. The module explored concepts of Digital Marketing, and the different challenges faced by organisations as they strive for success. It helped our students position a digital marketing strategy within the broader business objectives.
The module introduced students to a range of topics including; Digital Market Research, Online Authority, Buyer Personas, Social Media and Analytics. Importantly, the students worked through a simulated consulting challenge, which involved advising a company of the viability of entering a new market and the specifics relating to digital marketing. It provided the students with the opportunity to immerse themselves in a market and use industry tools to research, market demand, review competitor activities, and ascertain ‘online authority, all of which had to be evaluated and synthesized into a presentation with recommendations.
To provide experience in using industry tools the University of Aberdeen has partnered with search analytics company, SpyFu, who gave the students access to their platform which offers a wide range of tools for digital marketers. During the challenge, the groups utilised this to investigate competitor advertising activity and to identify the performance of websites in terms of the ‘keywords’ that they rank for on Google.
The online learning content for this class is provided by Jump Digital, who are an educational partner and deliver the MSc Digital Marketing Leadership programme. They have also co-developed a ‘certificate of study’, which SpyFu also generously supports.