MKTG08042 2022 Digital Marketing Strategy 1

Digital Marketing Strategy 1

Digital Marketing Strategy 1

MKTG08042

N/A %

MKTG - 0414 Marketing & Advertising

BUS - Business

08 - Level 8

05 - 05 Credits

Semester

€

2022 - Full Academic Year 2022-23

9999 - The End of Time

Valerie McTaggart

SG_BBUSI_H08 202200 Bachelor of Business (Honours) in Business SG_BBMTS_K08 202200 Bachelor of Business (Honours) in Business with Marketing SG_BTOUR_H08 202200 Bachelor of Business (Honours) in Tourism with Event Management SG_BTOUR_K08 202200 Bachelor of Business (Honours) in Tourism with Event Management SG_BBUSB_H08 202200 Bachelor of Business (Honours) in Business SG_KAPPL_H08 202400 Bachelor of Arts (Honours) in Computing in Application Design and User Experience

This module aims to introduce students to the integral role of digital media within the strategy of an organisation. The module should lead to an appreciation and understanding of digital as the industry goes through a radical paradigm shift. Through this module, learners will have the opportunity to develop a more holistic mindset toward the formulation and implementation of marketing strategy. The module recognises that, driven by the digital revolution, every element of brand engagement is changing, turning traditional marketing on its head. The module aims to demystify social media and examine how it can be harnessed to shape consumer decision-making in predictable ways.

100 %

Required Reading
2014-11-04 Hooked Penguin Canada
ISBN 9780143193524 ISBN-13 014319352X

How do successful companies create products people can't put down? Why do some products capture widespread attention while others flop? What makes us engage with certain products out of sheer habit? Is there a pattern underlying how technologies hook us? Nir Eyal answers these questions (and many more) by explaining the "Hook Model" -- a four steps process embedded into the products of many successful companies to subtly encourage customer behavior. Through consecutive hook cycles, these products reach their ultimate goal of bringing users back over and over again, without depending on costly advertising or aggressive messaging. Hooked is based on Eyals years of research, consulting, and practical experience. He wrote the book he wished had been available to him as a startup founder not abstract theory, but a how-to guide for building better products. Hooked is written for product managers, designers, marketers, startup founders, and anyone who seeks to understand how products influence our behavior.

Required Reading
2019 Principles of Marketing Pearson Higher Education
ISBN 1292269561 ISBN-13 9781292269566

Revised edition of the authors' Principles of marketing.

Required Reading
2016-05-03 Digital Marketing Strategy Kogan Page
ISBN 074947470X ISBN-13 9780749474706

The modern marketer needs to learn how to employ strategic thinking alongside the use of digital media to deliver measurable and accountable business success. Digital Marketing Strategy covers the essential elements of achieving exactly this by guiding you through every step of creating your perfect digital marketing strategy. It contains analysis of the essential techniques and platforms of digital marketing including social media, content marketing, SEO, user experience, personalization, display advertising and CRM, as well as the broader aspects of implementation including planning, integration with overall company aims and presenting to decision makers. Simon Kingsnorth brings digital marketing strategy to life through best practice case studies, illustrations, checklists and summaries, to give you insightful and practical guidance. Rather than presenting a restrictive 'one size fits all' model, this book gives you the tools to tailor-make your own strategy according to your unique business needs and demonstrates how an integrated and holistic approach to marketing leads to greater success.

Required Reading
2016-12-05 Marketing 4.0 John Wiley & Sons
ISBN 9781119341208 ISBN-13 1119341205

Marketing has changed foreverthis is what comes next Marketing 4.0: Moving from Traditional to Digital is the much-needed handbook for next-generation marketing. Written by the world's leading marketing authorities, this book helps you navigate the increasingly connected world and changing consumer landscape to reach more customers, more effectively. Today's customers have less time and attention to devote to your brandand they are surrounded by alternatives every step of the way. You need to stand up, get their attention, and deliver the message they want to hear. This book examines the marketplace's shifting power dynamics, the paradoxes wrought by connectivity, and the increasing sub-culture splintering that will shape tomorrow's consumer; this foundation shows why Marketing 4.0 is becoming imperative for productivity, and this book shows you how to apply it to your brand today. Marketing 4.0 takes advantage of the shifting consumer mood to reach more customers and engage them more fully than ever before. Exploit the changes that are tripping up traditional approaches, and make them an integral part of your methodology. This book gives you the world-class insight you need to make it happen. Discover the new rules of marketing Stand out and create WOW moments Build a loyal and vocal customer base Learn who will shape the future of customer choice Every few years brings a "new" marketing movement, but experienced marketers know that this time its different; it's not just the rules that have changed, it's the customers themselves. Marketing 4.0 provides a solid framework based on a real-world vision of the consumer as they are today, and as they will be tomorrow. Marketing 4.0 gives you the edge you need to reach them more effectively than ever before.

 

www.hbr.org

www.iia.ie

www.ama.org

www.forrester.com

www.mckinseyquarterly.com

www.adweek.com

www.convinceandconvert.com

www.ecorner.stanford.edu

 

Students are given access to a database of over 100 articles from souces mentioned above. These are continually updated.