Digital Marketing

Module Description

Digital marketing has enabled organisations to achieve an increase in reach, brand awareness and engagement, making it one of the most important fields in this day and age.

Nonetheless, people’s wants, the devices they prefer using and technologies are changing. For this reason, digital marketing comes with a lot of opportunities as well as challenges in terms of creating a consistent brand experience throughout the various channels. This will be further explored through various digital business models and KPIs used to monitor and measure performance at different stages of the consumer life-cycle.

Digital marketing is further shaped by the various e-commerce technologies available, such as chat bots, pop-ups, payment integration systems, blockchain, remarketing, cloud computing and e-stores amongst others. A thorough understanding of these and the traditional physical channels will also help you deliver cutting-edge campaigns and strategies in the most effective way for your brand.

Entry Requirements

Candidates who apply for this course must be in possession of the following: 

• a qualification at MQF Level 4 in subjects related to Marketing, Mathematics, Science or Computing (minimum two ‘A’ Levels or equivalent);  

AND  

• a pass in English at MQF Level 3 (‘O’ Level or equivalent). 

Target Audience

This course is targeted at: 

• candidates who understand and possibly work in a marketing environment who would like to bridge the gap with the digital world; 
• candidates who understand the digital world, and who now need to understand how digital marketing is transforming the way companies present themselves and why this is important for effective business operations.  

Career Paths

This course is targeted at: 

• candidates who understand and possibly work in a marketing environment who would like to bridge the gap with the digital world; 
• candidates who understand the digital world, and who now need to understand how digital marketing is transforming the way companies present themselves and why this is important for effect

How you’ll be assessed

The course comprises:

• Evening classes for part-time courses.
• Classes held throughout the day for full-time courses.
• Guided learning, presentations, comprising synchronous online discussions, tutorials and/or videos.
• Self-study hours comprising research, reading and assignment work.

Assessment

Assessment is carried out via two mandatory components:

• Assessment 1
• Assessment 2

The programme includes different forms of assessment which allow for and promote students’ critical engagement. The formative and summative assessment tasks may include an in-class assignment and/or a home-based written assignment using diverse assessment tools which may take the form of online and in-class discussions, examinations, case studies, reports, proposals, essays, and presentations, etc., as applicable to the diverse modules.