Teaching Responsibility
LJMU Schools involved in Delivery:
Liverpool Business School
Learning Methods
Online
Workshop
Module Offerings
7130DMKT-JAN-MTP
Aims
This module aims to provide a comprehensive analysis of how to design, deliver and manage a strategic digital campaign.
Learning Outcomes
1.
Critically evaluate the impact of the business environment in influencing the strategy and success of an organisations digital marketing approach
2.
Critically evaluate potential avenues of digital marketing strategy to create value and improve organisational performance.
3.
Develop an understanding of how to design and deliver strategic digital tools to a specified target audience.
4.
To develop a critical understanding of the structure and implementation of an effective digital marketing campaign
Module Content
Outline Syllabus:Environmental analysis and its strategic role
Strategic tools, and their uses: SOSTAC
Competitor analysis and strategic positioning
Aligning business goals to digital marketing strategy
Segmentation, targeting and positioning
Developing and maintaining successful digital brands
Customer relationship marketing in a digital world
Integrated marketing communications: digital congruency
Module Overview:
Learn how to design, deliver and manage a strategic digital campaign. Evaluate the various factors which influence strategic marketing decisions in the digital context.
Learn how to design, deliver and manage a strategic digital campaign. Evaluate the various factors which influence strategic marketing decisions in the digital context.
Additional Information:This module will enable students to evaluate the various factors which influence strategic marketing decisions in the digital context.