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BU5087: EXECUTING A DIGITAL STRATEGY (2018-2019)

Last modified: 22 May 2019 17:07


Course Overview

None.

Course Details

Study Type Postgraduate Level 5
Session First Sub Session Credit Points 30 credits (15 ECTS credits)
Campus Online Sustained Study No
Co-ordinators
  • Mr Russell Williams

What courses & programmes must have been taken before this course?

  • Any Postgraduate Programme (Studied)

What other courses must be taken with this course?

None.

What courses cannot be taken with this course?

None.

Are there a limited number of places available?

No

Course Description

1. Content Marketing

o The need to develop content on an ongoing basis

o Most effective ways to utilize your content digitally

o Volume vs. quality

o Content outreach

o Measuring the ROI on content

o Learn, adapt, improve

2. Digital

o The principles of effective targeted digital advertising

o The advertising landscape – when can you advertise online

o The importance of understanding the platforms/advertiser/publisher models

o Smart remarketing in action

o Effective use of Ad networks

o Social media advertising

o Campaign tracking

o Connecting advertising to analytics metrics

o Learn, adapt, improve

3. Social Media

o Understand the nature of social platforms and connecting these marketing objectives

o Utilising a social media channel – engagement, sharing, monitoring, advertising

o Selecting a channel or channels and building a plan

o What makes content engaging

o Engagement vs. commercial benefit. Viral marketing success stories

o Monitoring social media to find your brand or your key influencers (positive or negative)

o Monitoring social media to protect your brand

4. Advanced Analytics

o Overlaying key metric reporting with target user profiles

o Understanding and measuring customer journeys through your website and other digital assets

o Learning and measuring your visitors’ behaviours across different device


In light of Covid-19 this information is indicative and may be subject to change.

Contact Teaching Time

Information on contact teaching time is available from the course guide.

Teaching Breakdown

More Information about Week Numbers


In light of Covid-19 and the move to blended learning delivery the assessment information advertised for second half-session courses may be subject to change. All updates for second-half session courses will be actioned in advance of the second half-session teaching starting. Please check back regularly for updates.

Summative Assessments

 

Students are required to submit all elements.

To pass the course students must obtain an overall CAS grade of D3.

Elements:

1. Key Concept Quiz (10%)

2. Two 500 word Reflective Reviews (20%)

3. Memo/Summary of Client Brief (10%)

4. One x 5 minute Video Presentation (recorded) (20%)

5. One x 6-page written Report (40%)

Resits: students may resit (resubmit) a failing element once.

Formative Assessment

There are no assessments for this course.

Feedback

None.

Course Learning Outcomes

None.

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