Digital marketing refers to the use of digital channels, platforms and technologies to promote products or services and engage with audiences. It is a world that moves at a rapid pace and is best understood by those who engage in it every day. Developed by a digital marketing lecturer with both academic and industry experience who became frustrated by the challenges of outdated resources and theoretical-heavy approaches, Digital marketing provides practical, up-to-date knowledge essential for navigating the dynamic digital marketing landscape.

Digital marketing has a strong focus on “learn by doing” and actively encourages students to complete tasks and activities using digital tools. This hands-on approach ensures that the knowledge gained is not just theoretical, but immediately applicable in real-world scenarios.

Contents include the following:

• An introduction to digital marketing
• Unpacking how technology is shaping marketing
• Data management and big data
• Privacy and data protection
• Digital research
• Customer centricity
• Digital strategy development and execution
• Owned, paid and earned media
• Content creation
• Influencers and personal brands
• Integrating online and offline marketing
• Ecommerce
• Starting your own digital business