Description
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Aims
Develop students skilled at evaluating the digital landscape using the appropriate techniques and tools.
Learning Outcomes
By the end of this module the student should be able to:
1. Determine the efficiency of an organisation’s digital presence in achieving its marketing objectives.
Indicative Content
1 Introduction to digital marketing
Discussing the impact of digital transformation on the marketing function.
2 Understanding the digital marketing environment
Examining the internal and external facets of the digital environment that the company operates in.
3 Conducting the digital audit
Exploring strategies for auditing the performance of the company’s current digital profiles.
4 Understanding the digital consumer
Conducting an audit into the behaviour and nature of digital consumer target of the company.
Teaching and Learning Work Loads
| Teaching and Learning Method | Hours |
| Lecture | 2 |
| Tutorial/Seminar | 4 |
| Practical Activity | 3 |
| Assessment | 12 |
| Independent | 29 |
| Total | 50 |
Guidance notes
SCQF Level - The Scottish Credit and Qualifications Framework provides an indication of the complexity of award qualifications and associated learning and operates on an ascending numeric scale from Levels 1-12 with SCQF Level 10 equating to a Scottish undergraduate Honours degree.
Credit Value – The total value of SCQF credits for the module. 20 credits are the equivalent of 10 ECTS credits. A full-time student should normally register for 60 SCQF credits per semester.
Disclaimer
We make every effort to ensure that the information on our website is accurate but it is possible that some changes may occur prior to the academic year of entry. The modules listed in this catalogue are offered subject to availability during academic year 2021/22 , and may be subject to change for future years.
