MKT4023H Digital Markting Strategy & CP

Academic Year 2022/2023

In a world where digital brands have broken the norm of traditional business models, it is important to understand how these modern digital brand strategies have affected the very essence of marketing, strategic thinking, and campaign planning. This module will help give students a better understanding of how to develop astrategic framework based in digital thinking (the models, processes and channels used), why these modern brands have changed the landscape of digital marketing, how traditional business can evolve, and how to develop an effective digital marketing plan that will deliver against both brand & business goals. In addition, students will gain a better understanding of how brands are now using digital channels (in the age of social media) as a way to drive sales, create closer
bonds with consumers and earn long-term customer loyalty. Students will also get the chance to review content creation & branded co-creation in the digitalage,
how the brand to consumer relationship has changed in an ever connected digital world, and look at the future of mobile connectivity.Through a combination of
theory, case studies and real world campaign examples (including guest lecturers), students will learn practical lessons in digitalmarketing & campaign planning,
and gain a rich appreciation for how this has changed the marketing landscape in the 21st century. At the end of the module,students will give a group presentation
to a panel of industry experts/professionals. This group project will be based around the planning, development, creation,and launch of an annual marketing plan
for a brand new or existing digital brand.

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Curricular information is subject to change

Learning Outcomes:

On completing this module, you will be able to:
1. Understand the Digital Frameworks used in Marketing & Brand Planning
2. Critically Analyze Digital Brands &
Marketing Strategy
3. Know which Digital Channels Deliver Results
4. Harness the power of Creative Thinking and Digital Innovation
5. Develop A Marketing
Strategy for a Digital Brand
6. Create, Plan and Present an Annual Digital Marketing Plan

Student Effort Type Hours




Requirements, Exclusions and Recommendations

Not applicable to this module.

Module Requisites and Incompatibles
Not applicable to this module.
Assessment Strategy  
Description Timing Open Book Exam Component Scale Must Pass Component % of Final Grade
Group Project: Group Project Varies over the Trimester n/a Graded No


Group Project: 2 Person Project Varies over the Trimester n/a Graded No


Continuous Assessment: Individual Class Particpation Varies over the Trimester n/a Graded No


Assignment: Individual Google Adwords Certification Varies over the Trimester n/a Graded No


Carry forward of passed components
Resit In Terminal Exam
Spring No
Feedback Strategy/Strategies

• Group/class feedback, post-assessment

How will my Feedback be Delivered?

Not yet recorded.

Name Role
Dr Christina Burke Tutor
Mr Neil Caraher Tutor
Wincey Cheung Tutor
Ms Michele Connolly Tutor
Mr J.P. Donnelly Tutor
Ms Chloe Duane Tutor
Miss Clare Griffin Tutor
Dr Michael Marck Tutor
Mr Conor Ryan Tutor

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