Strategic and Applied Digital Marketing

Program Overview

This part-time digital marketing course, offered by Ulster University Business School, provides practical training in digital marketing tools and techniques. Through project-based learning, students develop a digital strategy for a real company, preparing them for careers in digital marketing management, social media management, and more. The course is accredited by the Chartered Institute of Marketing and is open to applicants with a second-class honors degree or equivalent.

Program Outline

Degree Overview:

Objective:

To provide learners with practical, real-world examples of technologies meeting the demands of connected consumers and utilizes a project-based approach to promote active, deeper learning of the unfolding opportunities through digital marketing.

Program Description:

• This short course focuses on applying strategy in the digital marketing context.
• It examines the implications of advancing technology for traditional marketing theory and practice.
• Students will develop the skills to
• undertake real-life marketing projects using appropriate decision-making techniques
• effectively use digital marketing technology to solve business challenges
• present business ideas and results creatively.
• The course covers three inter-related key themes:
• The digital context and its implications for marketing theory and practice
• The digital consumer, emerging technologies, and privacy issues
• The digital marketers' context and the managerial challenge and opportunity in determining the appropriate use of marketing technology.

Outline:

Content:

• The course focuses on digital marketing in the context of emerging technologies and changing consumer behaviors.
• It covers various digital marketing tools and techniques, including
• SEM
• SEO
• social media
• PPC
• display advertising
• email
• mobile
• The course utilizes a project-based learning approach where students work on a live case study and develop a digital strategy for a real company.

Structure:

• The course is offered part-time and requires on-campus attendance at the Belfast campus during Semester 2 in 2025.
• The course runs for three weeks with the following schedule:
• Week 06: Wednesday 05, Thursday 06, and Friday 07 March
• Week 07: Friday 14 March
• Please note that dates and timetables are subject to confirmation and may change.

Modules:

• The course comprises a single module with 20 credit points.
• The module covers the following topics:
• The digital context and its implications for marketing theory and practice
• The digital consumer, emerging technologies, and privacy issues
• The digital marketers' context and the managerial challenge and opportunity in determining the appropriate use of marketing technology
• Customer acquisition, engagement, and advocacy
• Project-based learning: developing a digital strategy for a real company

Assessment:

• The module is assessed through two components:
• Report (Coursework) [75%]: Students will complete a 3,000-word report analyzing the case study company, assessing the appropriateness and extent of their digital engagement, and proposing a suitable digital marketing strategy.
• Oral Assessment (coursework) (Practical) [25%]: Students will create a 5-minute podcast reflecting on their project experience and highlighting the major new knowledge acquired.
• The podcast should use academic citations and current research and data to enhance communication.

Teaching:

• The course is taught by experienced faculty members from the Ulster University Business School.
• The teaching methods include lectures, seminars, and workshops.
• The course utilizes a project-based learning approach, where students work on a live case study and develop a digital strategy for a real company.
• This approach allows students to apply theoretical knowledge to practical situations, gain real-world experience, and develop critical thinking and problem-solving skills.

Careers:

• This course prepares graduates for various careers in digital marketing, including:
• Digital marketing manager
• Social media manager
• Content marketing manager
• SEO specialist
• PPC specialist
• Email marketing specialist
• Graduates will be equipped with the skills and knowledge to develop and implement effective digital marketing strategies for businesses of all sizes.

Other:

• The course is part of the Ulster University Business School, which has a strong reputation for excellence in teaching and research.
• The course is also accredited by the Chartered Institute of Marketing (CIM), which is the leading professional body for marketers in the UK.
• The course is open to applicants with a second-class honors degree or equivalent in any discipline.

Northern Ireland, Republic of Ireland and EU Settlements Status Fees:

£964.40

England, Scotland, Wales and the Islands Fees:

£964.40

Additional mandatory costs

It is important to remember that costs associated with accommodation, travel (including car parking charges) and normal living will need to be covered in addition to tuition fees. Where a course has additional mandatory expenses (in addition to tuition fees) we make every effort to highlight them above. We aim to provide students with the learning materials needed to support their studies. Our libraries are a valuable resource with an extensive collection of books and journals, as well as first-class facilities and IT equipment. Computer suites and free Wi-Fi are also available on each of the campuses. Students choosing a period of paid work placement or study abroad as a part of their course should be aware that there may be additional travel and living costs, as well as tuition fees.