Course curriculum

  • 1

    Introduction

    • Module Introduction

    • About the Trainer

    • Syllabus

    • Text Book

    • Course Manual
  • 2

    Week 1

    • Ch 1: Introducing Digital Marketing

    • Ch 2: Online marketplace analysis: micro-environment

    • Ch 3: The digital macro-environment

    • Articles
  • 3

    Week 2

    • Ch 4: Digital marketing strategy

    • Ch 5: Digital branding and the marketing mix

    • Ch 6: Data-driven relationship marketing using digital platforms

    • Articles
  • 4

    Week 3

    • Ch 7: Delivering the digital customer experience

    • Ch 8: Campaign planning for digital media

    • Articles
  • 5

    Week 4

    • Ch 9: Marketing communications using digital media channels

    • Ch 10: Evaluation and improvement of digital channel performance

    • Articles
  • 6

    Assignment

    • W712_ASSIGNMENT

    • Assignment Brief

    • Harvard Referencing guidelines