Digital Marketing Practice

Digital Marketing is core to the success of branding and promotion of organisations of all size in today’s economy, in all sectors, in all regions of the world.

The Digital Marketing Practice module (MARK11020) draws upon modern digital marketing practices and traditional marketing theory, with a focus on the digital marketing needs of companies operating in both the B2B and B2C sectors. The nature of Digital Marketing necessitates a need to be up-to-date with current practices and developments within the industry and for marketers to be able to make an immediate and effective contribution to an organisation's digital presence.

Participants completing this module will be expected to master essential digital marketing practices such as Social media management, Search Engine Optimisation (SEO), PPC Campaign Management, Inbound Marketing Management & Content Management and work productively with Big Data management fed through online performance which will be inherited from assessment output. This module will provide the practical skills and support that participants will be able to implement immediately in their respective organisations.

Teaching methods will incorporate many aspects of the digital world in the teaching practice; website development, social media, analytical tools, data mining, and will utilise both online and offline marketing tools to deliver module material.

The learning experience is intended to be flexible and student-centred, aiming to deliver an interactive learning experience. Students will have the opportunity to develop, as part of the module assessments an online portfolio of competencies that will sharpen their practical skills. Students will also be encouraged to develop critical skills and produce material consistent with both academic and current industry requirements.

 

Learning outcomes

On completion of the module, participants will be able to:

• Evaluate and apply digital marketing practices in a wide range of business environments
• Assess, in a critical manner, advanced models, techniques and concepts of digital marketing in an international context
• Critically analyse and evaluate the application of traditional marketing concepts, models and techniques across a wide range of business environments
• Critically examine the impact of current international advances in digital technologies and their effect upon traditional marketing management practices

This course is equivalent to 20 credits at SCQF Level 11 (Post-graduate/Masters level).  

 

Accreditation

This course is accredited by the Digital Marketing Institute and delegates successfully completing the course will be awarded status of Digital Marketing Institute Associate. Further information about this chartered body can be found at https:/digitalmarketinginstitute.com. 

 

Delivery

One 2 hour live online session per week, Fridays 1pm to 3pm.

Asynchronous online learning - materials, tasks and online discussions through our virtual learning environments.

Participants will be able to access all materials through our virtual learning environments (Moodle, Google platforms and other) and will work through the course content in their own time.  Participants will be expected to contribute to online forums and tasks, and engage with group-wide projects and discussions.

Typically, delegates will work through around 80 hours of materials and activities over the course, and dedicate additional time to self-study.

Delegates are expected to complete the work for this class in advance of the live sessions. 

 

Prerequisites

Participants will typically have already attained a Bachelor’s degree (or have equivalent experience), and work in a business or marketing-focused role.

Please note that this course is Masters-level study and requires a significant time and effort commitment in order to successfully complete the course. 

If you cannot commit to attending workshops or submitting assessments, you may prefer our single day or half-day workshops. Please contact cpd@uws.ac.uk for more information. 

 

Funding

This course may be available on a fully funded basis to some delegates.  Further details, including regarding eligibility, are available under Funding Support.

If you have any questions, please contact us at cpd@uws.ac.uk. 

 

NOTE: This is a university module and upon approval of your application, you will be invited to register and then supported to complete enrolment. To enrol on the university system, the first step involves security set-up using the Microsoft Authenticator app; you will need to ensure that you have a compatible smartphone.

Further information is available at the Student Information Portal.

To access this module via the CPD route, individuals should be ordinarily resident in Scotland.  If you do not meet this criteria, please enquire here.

 

Further study

In addition to being available on a CPD basis, this module is part of our MSc Digital Marketing.

Designed in line with current industry practice to meet the growing demand for digital marketing professionals, this programme gives you an opportunity to build a successful career in this fast-growing global sector.

The surge in demand for digital marketing specialists from companies looking to quickly step up their game in this area has led to a skills shortage within the sector. This programme will equip you with the skills, knowledge and practical experience to meet this demand.

Modules available through the UWS CPD Centre include:

• Digital Branding
• Future Marketing & Transformational Technology
• Digital Marketing Practice
• Content and Media Management

Also, you may wish to consider our ground-breaking Master’s in Professional Practice (MProf).

The provides a personal, tailored learning experience at postgraduate level, blending personal development with academic studies where you build your own progamme of study.

For the first time, learners can choose modules from across a wide range of options offered by all four Schools at UWS, allowing you to create a bespoke curriculum, with support and guidance from programme staff.

This personalised approach ensures that each learner's unique needs are recognised, supported, and integrated into the qualification they receive.  There are options for you to achieve a Postgraduate certificate, a Postgraduate Diploma, or a full Masters qualification. 

The UWS CPD Centre can also support your first steps onto the Mprof through the following module:

• Making an Experiential Claim

For further information regarding either of these postgraduate programmes, please contact ask@uws.ac.uk

For further information regarding any of the above modules, please contact cpd@uws.ac.uk