| CODE | CRC5621 | ||||||||||||||||
| TITLE | Digital Marketing Communication | ||||||||||||||||
| UM LEVEL | 05 - Postgraduate Modular Diploma or Degree Course | ||||||||||||||||
| MQF LEVEL | 7 | ||||||||||||||||
| ECTS CREDITS | 10 | ||||||||||||||||
| DEPARTMENT | Corporate Communication | ||||||||||||||||
| DESCRIPTION | Digital marketing is a strategic approach that utilises digital technologies, online platforms, and data-driven techniques to plan, implement, and refine marketing campaigns aimed at achieving organisational objectives. It encompasses a variety of interconnected tactics, including content creation, audience targeting and performance analysis, to effectively engage, influence and convert digital audiences in online ecosystems. At its core, digital marketing integrates foundational marketing principles with emerging technologies, such as mobile applications, artificial intelligence, data analytics, automation and multichannel approaches including search engine optimisation (SEO), social media, paid media, email et cetera. This dynamic field prioritises measurable results, customer-centric experiences and continuous innovations, to maintain relevance in a highly competitive, globalised marketplace. This study-unit provides students with knowledge and skills about digital marketing, by combining theoretical foundations with real-world case studies from diverse industries. It is designed to help students acquire knowledge and skills to design, implement and evaluate online marketing strategies in dynamic digital landscapes. It provides a critical overview of onlinecontent marketing as well as inbound and outboundchannels, and explains how marketers can adopt them to achieve their objectivesThe main focus is to clarifyhow these tools can be used efficiently to acquire and retain consumers. Upon completing this study unit, students shall gain a solid understanding of digital, mobile and social media marketing, and learn how to integrate these elements into digital campaigns. They will be able to assess the effectiveness of their marketing activities. This study-unit will address the following topics. - Content marketing; - Use of email marketing; - Social media engagementand social media marketing; - Search engine optimization and Search engine marketing; - Display and video advertisingrs - Targeting and retargeting online audiences; -Mobile marketing -Marketing automation, big data and analytics -The future of digital marketing 鈥� emerging trends. Study-Unit Aims: - To develop the students鈥� understanding of content marketing to improve online consumers鈥� experiences through owned digital platforms. - To increase the students鈥� confidence in search engine marketing, social media marketing, display advertising, electronic public relations, online partnerships and virtual messaging. - To prepare students to create and manage online marketing campaigns across multiple digital platforms. - To develop students' proficiencies in selecting and utilising analytical methods to assess past performance, and apply insights to optimize future strategies Learning Outcomes: 1. Knowledge & Understanding: - Develop and implement strategic digital marketing campaigns by using various online platforms. - Analyse and apply key digital marketing metrics to measure and optimise campaign performance. - Leverage SEO, social media, email marketing, and paid advertising to enhance brand visibility and engagement. - Utilise data-driven insights and analytics tools to refine marketing strategies and improve ROI. - Create compelling digital content tailored to target audiences across different channels. - Understand consumer behaviour in the digital landscape and apply effective targeting techniques. - Integrate mobile and social media marketing into broader digital strategies for maximum impact. 2. By the end of the study-unit the student will be able to: - Create engaging content and optimization strategies for search engines. - Manage digital and mobile marketing campaigns on social media platforms. - Foster influencer outreach strategies and co-branded marketing initiatives. - Create and manage email marketing campaigns. - Implement pay-per-click (PPC) advertising. - Develop and execute integrated digital marketing strategies. - Set key performance indicators (KPIs) and measuring digital marketing success. - Track and analyse marketing metrics. - Adopt marketing automation tools, big data, analytics and generative artificial intelligence. Main Text/s and any supplementary readings: - Camilleri, M. A. (2024a). Factors affecting performance expectancy and intentions to use ChatGPT: Using SmartPLS to advance an information technology acceptance framework. Technological Forecasting and Social Change, 201, 123247. - Camilleri, M. A. (2024b). Artificial intelligence governance: Ethical considerations and implications for social responsibility. Expert systems, 41(7), e13406. - Camilleri, M. A., Zhong, L., Rosenbaum, M. S., & Wirtz, J. (2024). Ethical considerations of service organizations in the information age, The Service Industries Journal, 44(9-10), 634-660. Main Texts: - Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing. Pearson UK. |
||||||||||||||||
| STUDY-UNIT TYPE | Lecture, Seminar & Independent Study | ||||||||||||||||
| METHOD OF ASSESSMENT |
|
||||||||||||||||
| LECTURER/S | Mark Anthony Camilleri |
||||||||||||||||
|
The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2025/6. It may be subject to change in subsequent years. |
|||||||||||||||||