Course Brief

The aim of this unit is to introduce students to the major developments taking place in digital marketing. It will enable students to develop an understanding of how organisations use various digital tools and techniques to engage their customers and maintain a competitive advantage. This unit is designed to provide students with the knowledge and tools to work at part of a digital marketing team or go on to study more in this specific area.

  • This course is offered in 50 contact hours.

Upon successful completion of this unit, learners will be able to:

  • Demonstrate an understanding of the opportunities, challenges and impact of the digital environment.
  • Examine key digital tools, platforms and channels, comparing and contrasting bricks and mortar and other physical channels.
  • Determine how to organise digital marketing activities and build multi-channel capabilities in an organisation.
  • Evaluate methods of monitoring and measuring digital marketing effectively.