MKTG08044 2022 Digital Marketing Strategy 2

Digital Marketing Strategy 2

Digital Marketing Strategy 2

MKTG08044

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

Denise Lowe, 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 illustrates how 'the Internet of things' has fundamentally changed the business environment. The module highlights the importance of digital acceptance and indeed championing by the C suite, looking in-depth at such key areas as ROI, Digitising the Consumer Decision Journey, Branding, the Marketing Mix and the Digital Value Chain. Demonstrating that many companies are still treating digital as an addendum rather than an integral part of strategy, the module highlights that those companies who do so, do so at their peril.

50 %

50 %

Required Reading
2014-03-28 The Best Digital Marketing Campaigns in the World II Kogan Page
ISBN 0749469684 ISBN-13 9780749469689

With the enormous growth of the internet and social media sites, digital marketing is now worth more per annum than print advertising in the US. Social network advertising spending is expected to increase to a staggering $9.8 billion by 2016 in a bid to attract today's media-savvy consumer.

Following the success of the first book in the series, this second volume of The Best Digital Marketing Campaigns in the World highlights 40 brand new campaigns and assesses what they achieved and the business lessons learned. A practical and insightful book, it explores how businesses large and small have harnessed social media, blogs, forums, online video and email to boost their brand and attract customers. Damian Ryan presents an international collection of hand-picked case studies, sharing the knowledge and skill of the world's top creative minds.

The book covers a wide range of world-class award winning campaigns, including household names such as Coca-cola, Red Bull, Harley Davidson, and the most successful viral video of 2012. This new volume is a must-read guide for all marketers looking to embrace the new digital landscape.

Recommended Reading
2012-07-01 Digital Marketing: Strategy, Implementation and Practice Pearson Education
ISBN 0273746103 ISBN-13 9780273746102

Now in its fifth edition, Digital Marketing (previously Internet Marketing) provides comprehensive, practical guidance on how companies can get the most out of digital media to meet their marketing goals. Digital Marketing links marketing theory with practical business experience through case studies and interviews from cutting edge companies such as eBay and Facebook, to help students understand digital marketing in the real world.

Recommended Reading
2014-06-28 Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation Kogan Page
ISBN 0749471026 ISBN-13 9780749471026

Forrester Research has predicted that in 2016, $77 billion will be spent on interactive marketing. This equals the amount that is spent on television advertising today, so it is increasingly important to know how to effectively use digital marketing.

Understanding Digital Marketing looks at the world of digital marketing: how it got started, how it got to where it is today and where the thought leaders in the industry believe it is headed in the future. This new edition demonstrates in a practical and comprehensive way, how to harness the power of digital media and use it to achieve the utmost success in business.

The author deals with key topics in detail, including: search marketing, social media, mobile marketing, affiliate marketing, e-mail marketing, customer engagement and digital marketing strategies.

This book will help readers to:
- choose online marketing channels to get their products and services to market
- understand the origins of digital marketing and the trends that are shaping its future
- achieve the competitive edge to keep them ahead

Including new case studies that reflect the changed marketplace, Understanding Digital Marketing provides readers with the tools to utilize the power of the internet to take their businesses wherever they want them to go.

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.

Required Reading
2019 Digital Marketing Pearson Higher Education
ISBN 1292241578 ISBN-13 9781292241579

"I have used this book in all its editions since first publication with my undergraduate and postgraduate students. It is a core text for all the students, because it provides the detail they require at an academic level. Importantly it is a book for the practitioner to use too. This is why we use it on our postgraduate practitioner programmes - where we actually buy the book for the students as we believe it is that important. No other text comes close and literally thousands of our graduates have benefitted from it in their subsequent careers: written by the specialist for the specialist" David Edmundson-Bird Principal Lecturer in Digital Marketing Manchester Metropolitan University Digital Marketing provides the most comprehensive guide to all aspects of using the Internet, digital media and marketing technology to achieve the goals of integrated multichannel marketing. This streamlined seventh edition provides comprehensive, practical guidance on how companies can get the most out of digital media and technology to meet their marketing goals. Digital Marketing links marketing theory with practical business experience through case studies from cutting edge companies such as ASOS, Spotify, Zalando and Zappos, to help students understand digital marketing in the real world. To support this, new 'Essential Digital Skills' boxes give students guidance on how to develop key skills they will need in the workplace. Readers will learn best practice frameworks for developing a digital marketing strategy, plus success factors for key digital marketing techniques including search marketing, conversion optimisation and digital communications using social media including Twitter and Facebook.

Required Reading
2019 Digital Marketing Strategy Kogan Page
ISBN 0749484225 ISBN-13 9780749484224

Plan, implement and optimize a tailored, end-to-end digital marketing strategy that aligns to wider business objectives with this bestseller, including updates on mobile, automation, AI and new data protection laws.

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

 

This list is not exhaustive.