Teaching Responsibility

LJMU Schools involved in Delivery:

LJMU Partner Taught

Learning Methods

Lecture

Online

Seminar

Module Offerings

6604WUCBW-FEB-PAR

6604WUCBW-SEP-PAR

Aims

To allow students to develop an understanding of the key theory surrounding digital campaign
planning.

Learning Outcomes

1.
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:
Develop an understanding of the key theory surrounding digital campaign planning.

Assessments

Portfolio