STUDY

This module explores the integration of digital marketing channels and artificial intelligence to drive organisational goals. You will learn about the fundamentals of digital marketing strategies, including SEO, paid search, social media, and email marketing, while examining how AI enhances these activities. Ethical considerations, societal acceptance, and the implementation of AI tools for audience targeting, content creation, and performance optimisation are central themes, preparing students to leverage AI responsibly and effectively. This module is partnered with the Chartered Institute of Marketing (CIM) Pitch competition and students will have the opportunity to enter a national competition and pitch a marketing strategy for a real life charity.

Focusing on the psychology behind digital consumer behaviour, this module equips you to analyse audience data and develop effective content strategies. You will create content such as social media videos, social media posts, email campaign and blog posts, all tailored to specific consumer personas. This allows you the opportunity to apply behavioural insights to optimise customer journeys, and justify their messaging choices for diverse contexts. The module emphasizes both strategic and practical skills, fostering expertise in creating engaging digital content across platforms

This module focuses on developing strong brand strategies that differentiate organisations in competitive markets. You explore brand positioning, identity, and innovation, as well as how brands create value for customers and organisations. Through case studies and practical tasks, they learn to craft branding decisions that align with societal, environmental, and business priorities while addressing potential risks and barriers.

This module emphasizes the importance of analytics in modern marketing decision-making. You learn to collect, interpret, and visualise data to measure campaign performance and customer behaviour. Through tools like Google Analytics (GA4) they develop strategies for improving customer experiences and achieving marketing objectives. This module includes the Footprint Digital Academy where you get the opportunity to work on a real life client brief and develop their digital skills by using the analytics software’s. By bridging analytics with practical application, the module ensures you can make data-informed decisions to optimise campaigns.

The purpose of this module is twofold: to examine the use of systematic research approaches to help build understanding of specific business contexts; and to prepare you for the extended project or dissertation as part of their level 7 studies. In this module, you will develop their investigative and analytical skills. They will learn about a range of methods and methodologies for collecting and analysing data and develop their own approach to a research project connected with an area of business or management. 

The dissertation demands a high level of individual application and commitment to research. 
It provides students with an opportunity to identify, reflect on and explore a digital marketing topic in significant detail. Your research may constitute either a traditional academic project or an applied marketing report.