MSc Digital Marketing / Course details

This unit explores the dynamic landscape of Social Media and Search Engine Marketing. Through practical applications and hands-on exercises, students will gain experience in crafting and executing targeted marketing campaigns across popular social platforms and search engines. Emphasis is placed on practical scenarios, enabling students to apply their learning to real-world marketing challenges and develop a practical understanding of digital marketing strategies and tactics.  

This unit aims to provide students with a comprehensive understanding of the principles, strategies, and tools involved in Social Media and Search Engine Marketing. Through theoretical insights and practical applications, students will develop the skills needed to create effective digital marketing campaigns and enhance online brand presence. 

Part 1 - Social Media Marketing Strategy and Planning
The Four Zones of Social Media
Social Media Data Management and Measurement
Social Media Marketing in Practice

Part 2 - Search Engine Marketing
The concept of SEM and SEO
SEO/SEM strategies
Practical applications (keywords generation tools, page ranking mechanism, and title, meta, alt tags)
 

Workshops will include active and practical learning, as well as discussion sessions.
Laboratories will be practical, hands-on sessions where support for the tasks will be provided.
Short videos will be included in the VLE to support the lecture/laboratory work.
Web links to relevant material will be included in the VLE.

A1 Develop a profound comprehension of the foundational principles underlying Social Media and Search Engine Marketing strategies. Individual assignment

A5 Acquire in-depth knowledge of the key components contributing to the success of social media and search marketing campaigns. Individual assignment

B1 Apply critical thinking to assess and adapt social media and search engine marketing strategies in response to evolving market trends. Individual assignment

C5 Utilize tools for content optimization and audience targeting. Individual assignment

C6 Develop and implement social media and search engine marketing campaigns. Individual assignment

D1 Communicate effectively through a written report. Individual assignment
D4 Foster a proactive and innovative approach to problem-solving in the digital marketing context. Individual assignment
 

Individual Assignment 100%

Core reading 

Tuten, T.L. (2024). Social Media Marketing. Fifth edition. Sage. 
Das, S. (2020). Search Engine Optimization and Marketing: A Recipe for Success in Digital Marketing. 1st. Boca Raton: Chapman & Hall/CRC. 

Supplementary reading 

Chaffey, D., Ellis-Chadwick, F. and Ellis-Chadwick, Fiona. (2019). Digital marketing. Seventh edition. Harlow, United Kingdom ; Pearson Education Limited. 
Kelsey, T. and Kelsey, T. (2017). Introduction to Search Engine Marketing and AdWords: A Guide for Absolute Beginners. T. Kelsey, ed. Wheaton, Illinois: Apress.