This module offers a comprehensive exploration of key concepts, tools, and techniques in digital marketing and analytics, focusing on how organisations can strategically engage consumers in the digital space. It covers both foundational and advanced topics, including search engine optimisation (SEO), AI ethics, social media marketing and influencer marketing. Students will critically evaluate digital marketing performance metrics, conduct media text analysis, and evaluate digital marketing communication, with a critical perspective on AI applications. A significant component of the module involves appraising influencer marketing strategies, where students will learn to select and assess optimal influencers, perform network analysis, and evaluate influencer performance to design and execute effective digital engagement strategies.
By the end of the module, students will have developed a sophisticated toolkit for strategically contributing to and measuring the impact of digital marketing and influencer campaigns, demonstrating mastery in both the practical and theoretical aspects of digital engagement.