Learning Outcomes:
Learning Outcomes
The module aims to develop students strategic, analytical and practical skills in digital communications management.
On completion of this module students will be able to: Understand the key trends in the evolution of social and mobile
marketplaces and their impact on current digital communications practices. Understand the omni-channel customer journey
and the marketing mix needed to support traditional, digital and combined buying cycles. Critically appraise the range of
digital communications options, in particular the social and mobile tools, available for achieving marketing objectives.
Apply key strategies to the development of a digital communications plan, using a structured framework for research and
decision making. Assess the impact of digital communications activities. Develop practical skills in digital communications
technologies such as blogging, social media marketing, mobile marketing and digital advertising Develop a perspective on future
trends in digital communications and their role in an integrated marketing strategy. "