Teaching Responsibility
LJMU Schools involved in Delivery:
Liverpool Business School
Learning Methods
Lecture
Online
Seminar
Module Offerings
6004LBSMK-JAN-MTP
Aims
To allow students to develop an understanding of the key theory surrounding digital campaign planning.
Learning Outcomes
1.
To critically appraise the key roles that digital channels can play within an overall campaign.
2.
Critically evaluate how digital tactics can be integrated into a traditional integrated marketing campaign.
3.
Transfer and apply the key theoretical underpinning learnt in this module to Digital Marketing practice.
Module Content
Outline Syllabus:The user journey.
Email marketing.
Search Engine Optimisation and keyword placement.
Online advertising.
Social media marketing.
Omni-channel marketing.
Inbound marketing.
Using data to inform campaigns.
Module Overview:
This modules enables you to develop an understanding of the key theory surrounding digital campaign planning. You will learn to critically appraise the key roles that digital channels can play within an overall campaign and to evaluate how digital tactics can be integrated into a traditional integrated marketing campaign.
This modules enables you to develop an understanding of the key theory surrounding digital campaign planning. You will learn to critically appraise the key roles that digital channels can play within an overall campaign and to evaluate how digital tactics can be integrated into a traditional integrated marketing campaign.
Additional Information:This module should complement the content learnt in level 5 and reinforce learning in adjacent modules at level 6