Digital Marketing Planning
The unit aims to provide programme members with the skills and knowledge to understand the fundamental planning concepts for an online organisation together with key factors in implementation, measurement and evaluation of successful campaigns. Digital marketing has evolved from a peripheral element of organisational marketing to one which is at the hub of customer‐centric communications in an increasingly multi‐channel environment (e.g Mobile).
The unit will consider a range of environmental factors both internal and external (e.g. Legal) that will shape and influence the digital marketing planning process. Various e‐business models will be explored. In addition, similarities and differences covering the mix elements in traditional and digital marketing will be addressed along with issues such as relationship marketing, permission and consumer concerns around privacy, trust and security.
- Appraise different planning approaches and marketing environmental factors
- Review the similarities and differences between online and traditional marketing concepts and applications
- Discuss key stages in online development using relevant business models
- Analyse the ways in which the Internet has changed the marketing mix elements and how organisations employ them creatively in the digital environment
- Review the importance of target marketing and the emerging buyer behaviour characteristics of the online consumer and how organisations can respond to meet changing behaviour and expectations
- Apply relevant tools and concepts from this unit to design, measure and monitor an annual online marketing plan
