Digital Marketing

Plan marketing activity across digital channels using clear objectives and reliable evidence. You will examine search, content, social platforms and email, then build measures for a customer journey. The module includes privacy, accessibility and the careful interpretation of platform-reported results.

Learning outcomes

• Plan a digital customer journey
• Develop channel-specific content
• Interpret campaign measures

Main topics

• Digital strategy
• Content
• Search
• Social channels
• Email
• Analytics and privacy

Practical task

Create a digital campaign portfolio with content examples and a measurement plan.

Assessment

Assessment combines applied exercises, a documented case or practical portfolio and an individual written or oral explanation. Judgement considers technical accuracy, reasoning, evidence quality and the feasibility of recommendations.