Study Abroad at UCL


Digital Marketing

Key Information

Module code
Subject area
Level 3 (FHEQ 6) modules (More information about module levels)
Credit value
4 (US), 7.5 (ECTS), 15 (FHEQ)
Spring Term

Module overview

An introduction to the tools and techniques of digital marketing through a wide range of activities including lectures, seminars, readings, group work and practical projects.

Digital (Social Media) marketing techniques are becoming a dominant force in marketing and marketing communications for the modern business.

By the end of this module, students will be able to: understand the range of Digital/Social Media marketing tools and techniques currently available; appraise different planning approaches and marketing environmental factors that influence online marketing activity; discuss key stages in online development using relevant business models; analyse the way in which the internet has changed the marketing mix elements and how organisations employ them creatively in the digital environment; apply relevant tools and concepts to develop, measure and monitor an annual online marketing plan.