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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

1. Digital Strategy Development

o Big brand and small brand B2B and B2C matrix

o How strategies differ when applied to each section of the matrix

2. Developing Marketing Personas for the Web

o Persona Development for marketing purposes

o Using digital research to help aid in the creation personas

o Servicing personas via the web

o Servicing multiple personas via the web – challenges and approaches

3. Various routes to Market

o Effective Content Marketing

o Using Digital Advertising to reach an audience

o Using Social Media Marketing effectively to reach and engage

4. Structure, Usability

o Basic website and webpage structure

o Accessibility

o Technical considerations e.g. hosting, platforms etc.

o Domain choice (regional, country code, generic)

o International considerations

5. Multi Device Strategy (Mobile)

o Websites display on different devices

o Optimising experience on devices

o Understanding how a customer journey relates to device types

o Optimising device customer experience factoring in personas, customer journey etc.

6. Actionable Analytics

o Understanding what can be measured using web analytics tools

o Map business objectives to measurable digital metrics

o Implement a set of analytics tools designed to measure key metrics

o Create a custom analytics Dashboard: ABCs

7. Website Specification

o Understand the objectives of a comprehensive website specification devices

o Writing up the challenge – creative, development, usability etc.

o Key points for consideration – Accessibility, usability, scalability, robustness, security etc.

o User experiences on different devices

o Specialist elements e.g. international etc.

8. Supplier Evaluation and Selection

o Assessing proposals – Looking for the value and assessing suitability

o Interviewing and selecting suppliers

o Contracts (Key considerations rather than how to draw up a contract….e.g. IP, CMS used, open source, integrations etc.)

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 (10%)

2. Two 500 word Reflective Reviews (20%)

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

4. A 5-minute Video Presentation (recorded) (20%)

5. One 6-page, 2500-word, Written Report (40%)

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

Formative Assessment

There are no assessments for this course.



Course Learning Outcomes


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