You consider a wide range of marketing theory and critically evaluate how all aspects of digital marketing link into the strategic marketing planning process.
You examine the disruptive nature of technology and how it challenges traditional marketing methods and practices – exploring new ways of working across infrastructure, processes, people and culture to support the marketing function within a business.

Across all digital channels, every click, interaction, journey and registration is tracked – the learnings from this can enhance marketing and business return on investment. You take the guesswork out of what drives return on investment, examining and applying digital marketing metrics with the aim of increasing online customer engagement/user optimisation.
The course has been devised in collaboration with a number of the region’s leading digital agencies, giving you contemporary practice-based understanding.