Digital marketing

Digital marketing refers to the use of digital channels, platforms and technologies to promote products or services and engage with audiences. It is a world that moves at a rapid pace and is best understood by those who engage in it every day. Developed by a digital marketing lecturer with both academic and industry experience who became frustrated by the challenges of outdated resources and theoretical-heavy approaches, Digital marketing provides practical, up-to-date knowledge essential for navigating the dynamic digital marketing landscape.
Digital marketing has a strong focus on “learn by doing” and actively encourages students to complete tasks and activities using digital tools. This hands-on approach ensures that the knowledge gained is not just theoretical, but immediately applicable in real-world scenarios.
Contents include the following:
An introduction to digital marketing
Unpacking how technology is shaping marketing
Data management and big data
Privacy and data protection
Digital research
Customer centricity
Digital strategy development and execution
Owned, paid and earned media
Content creation
Influencers and personal brands
Integrating online and offline marketing
Ecommerce
Starting your own digital business