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BA (Hons) Business and Marketing Management

Module code: UGB265

Module name: Digital Marketing

Number of credits: 20

Overview

Learn the key aspects of digital marketing – search engine optimization, website development, e-commerce, advertising online, email marketing, marketing on social media and digital analytics and understand the role of each in effective online marketing. Investigate how the likes of personalization, viral marketing, influencers, affiliate marketing and gaming can be successfully integrated within a digital strategy. Explore what the digital marketer must consider in addressing the behaviour and expectations of customers in both B2C and B2B markets, be they local, national or global.