Last modified: 09 Jun 2022 17:00
The course provides both a strategic orientation and tactical orientation:
§ How to align digital strategy with a wider business strategy
§ The value that (internal and external) research and analytics can bring to digital marketing decisions
§ Assess the quality of any website based on a range of important measures
§ Benchmark a website’s performance against online competitors
§ Investigate the potential of a business idea for a given market sector
§ Present digital marketing research and advice to a generalist audience
§ Understand the potential commercial value of social media
§ Interpret onsite analytics in support of business objectives
|Session||Third Sub Session||Credit Points||15 credits (7.5 ECTS credits)|
Focussing on the B2C sector, the course begins with an overview of the online environment in terms of technologies, sectoral adoption rates, user-profiles etc. The course then proceeds with a focus on the vendor-consumer encounter in cyberspace. In doing so, the course considers topics including: usability; accessibility; motivation (flow); online trust, and information processing.
Information on contact teaching time is available from the course guide.
Online Quizzes (20%)
Online Group Presentation (20%)
3,000-word Report (60%)
Alternative Resit Assessment
Resit failed element
There are no assessments for this course.
|Knowledge Level||Thinking Skill||Outcome|
|Factual||Remember||ILO’s for this course are available in the course guide.|