Digital Conversations and Marketing

Description

This advanced module is designed for students with some prior knowledge of management, marketing and/or communications.  The evolution of digital technologies and artificial intelligence, changing customer trends, and the proliferation of product, service, and brand choices mean that organisations must be increasingly impactful in how they reach and engage fragmented audiences to create meaningful digital relationships. In this course, we explore how organisations reach, engage, and retain connected consumers, building long-lasting relationships through effective digital marketing initiatives and campaigns. We also investigate how marketing communications activities are designed to educate, excite, and engage consumers through digital channels, media and platforms.  This is a hands-on and practical course that provides students in-depth experiences of being a digital marketing and communications practitioner. Students will develop original digital marketing and communications outputs, content and campaigns and also acquire essential digital skills and competences.  The sessions are delivered in an interactive workshop style blending taught content with activities and applied exercises.