Digital Information Management

Department

Bachelor's program Entrepreneurship, Tourism & Leisure Business

Course unit code

TOU-B-6-ETM-DIM-ILV

Number of ECTS credits allocated

3.0

Name of lecturer(s)

Dr. Alford Philip

Mode of delivery

face-to-face

Recommended optional program components

none

Recommended or required reading

Chaffey, D., Ellis-Chadwick, F. (2019) Digital marketing: strategy, implementation and practice. 7th edition. Harlow: Pearson.Journal articles and case studies will be made available during the course to supplement teaching.

Assessment methods and criteria

Homework

Level of course unit

Bachelor

Year of study

Spring 2025

Semester when the course unit is delivered

6

Language of instruction

English

Learning outcomes of the course unit

This course aims to equip students with the knowledge and skills to develop a digital marketing strategy. On completion of the course you will be able to:

1. Apply the SOSTAC digital planning framework to a business challenge.
2. Use Customer Journey Mapping to develop a customer-centric strategy.
3. Analyse and recommend a Martech stack appropriate to the strategy.
4. Adopt the a range of techniques to measure the effectiveness of the strategy.
5. Apply theoretical insights and industry best practice in digital marketing.
6. Develop a website landing page on the WIX platform.

Planned learning activities and teaching methods

The course comprises an interactive mix of lectures, discussions and individual and group work.

Work placement(s)

none