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Last modified: 22 May 2019 17:07

Course Overview


Course Details

Study Type Postgraduate Level 5
Session Second Sub Session Credit Points 30 credits (15 ECTS credits)
Campus Online Sustained Study No
  • 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?


What courses cannot be taken with this course?


Are there a limited number of places available?


Course Description

0. (Background) The life of a Digital Marketing Consultant:

o Introduction to the course and setting the scene

o Research and reports the consultant can perform in advance of the meeting

o The client interview

1. Strategy Introduction:

o Introduction to Digital Marketing

o Role of the Digital Marketing Consultant and the Support Team

o Digital Marketing Analysis (DMA) and Consultancy Framework

2. Digital Marketing Research:

o Opportunity and Challenge

o Setting Digital Marketing Research Objectives

o Using Google as a Research Engine

o Finding Community, Discussion and Authority

o Keywords, Search Terms, Volumes and Trends

o Connecting into Space

o Social Media listening

o Exploring Forums and Social Communities

o Follow the Leaders

o How Digital Market Research can Inform Wider Strategy

3. Different considerations for Business to Business VS Business to Consumer:

o Typical B2B Objectives and B2C digital objectives

o B2B digital tactics

o B2C digital tactics

o Impact different strategies have on skill requirements, technologies, suppliers

4. Emerging Marketplaces:

o What and who are the big channels

o Why they dominate – search, conversion factors etc.

o How they influence strategy development for B2B & B2C businesses

o Future thinking – what impact are they having on the digital landscape

5. Benchmarking and Metrics:

o Identifying Digital Assets

o The Concept of Domain Authority

o Associating Reputation, Age and Size

6. SEO – Definition and why it’s changing:

o Understanding the evolution of search engines

o Understanding what SEO really is and how it changes and evolves

o Current considerations in seo

o The future of SEO explored

7. Social Media overview:

o The Role of Social Media

8. Analytics Introduction:

o Manage and Measure

o Introduction

o Audience

o Acquisition

o Behaviour

o Conversion

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.


1. Key Concept Quiz (20%) - randomly generated multiple choice quiz.

2. Two 500 word Reflective Reviews (20%)

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

4. One x 6-page (2500 word) Written Report (40%)

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

Formative Assessment

There are no assessments for this course.



Course Learning Outcomes


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