Interactive and Digital Marketing

Module code: 6MARK015W
Faculty: Westminster Business School
Credit Level: 6
Credit value: 20
Available to: Westminster Business School students only, however students on some courses are unable to choose Westminster Electives  – see list of exemptions. Please note elective modules are subject to availability.

This is an excellent module for anyone considering a career in digital marketing, or the wider marketing communications industry. It gives you the opportunity to appraise the online presence of brands and to identify the underlying campaign strategies. You will carry out your own research, learn to reflect and give feedback to your peers and write succinctly – a critical skill required in industry.

Alongside an introduction to digital marketing, the module syllabus will cover a range of subjects including email marketing, SEO marketing, mobile, social media, digital display marketing, analytics, and the legal aspects of digital marketing including relevant legislation governing issues such as cookies, privacy, and the Data Protection Act. The skills you will acquire during the module include the ability to evaluate digital, interactive and social media in relation to customer acquisition and retention strategies, to understand and apply digital marketing theory to solve cases using a range of media in different contexts, and the ability to research a range of brands, analyse marketing data, draw conclusions and insights, and make recommendations.

Teaching and learning will involve a combination of lectures, seminars and creative workshops. As well as a group critique of draft portfolios, assessment will be based around your individual online portfolio and an end-of-module exam. 

This module will only be available from 2017/18 academic year.