Introduction

Digital and Social Media Marketing is a dynamic field that has transformed how businesses connect with consumers. This course introduces learners to the essentials of digital marketing strategies, focusing on integrating digital tools and platforms for a cohesive online presence. Topics covered include social media engagement, content creation, and the analysis of consumer interactions on digital channels. Learners will explore practical applications of digital marketing, from the fundamentals of e-commerce to the intricacies of creating digital campaigns that build brand loyalty. The course also covers essential insights into data analysis, customer engagement, and the ethical considerations of online marketing.

Learning Outcomes

• Understand the role of information technology and social media in digital marketing.
• Understand the changing dynamics of an organisation’s environment and its impacts.
• Recommend resource-led innovative approaches using digital marketing tools to contemporary digital marketing challenges.
• Understand how to develop digital strategies and an integrated social media campaign for a strategic relationship with customers.