E-Commerce & The Online Customer
This module aims to demonstrate an introduction to digital marketing. Learners will be taught best practice around how to expand your business online, understanding the e-consumer, approaches to digital selling/marketing, e-commerce strategy and various digital tools such as search engine optimisation (SEO), pay-per-click advertising (PPC) and content marketing.
Week by week, students will work on building their own digital marketing plan, based on an organisation of their choice, typically their employer. Each week mirrors the course content, and support is provided as well as opportunities to discuss with classmates through guided discussion on the online forums.
What you will study
Learners will be able to identify and apply the key concepts of the digital marketing funnel, characteristics of the digital customer and user journey using a range of digital tools to optimise this process and improve the digital customer experience. Learners will build a practical applied improvement plan based on their organisation.
- Digital Conversions & The Sales Funnel
- Digital Customer & Persona Development
- Insight Tools & Keyword Planning
- The Online Customer Journey
- Conversion Rate Optimisation (CRO)
- Digital Tools – SEO (Search Engine Optimisation & PPC (Pay Per Click)
Course Start Date
11 January 2021
Online Independent Study
Material will be available online via Moodle, and students will be able to access the content which will include recorded lectures, podcasts and articles, and study in their own time, although there is some expectation that they aim to keep up to date on a weekly basis. (ie that tasks for week 1 are completed sometime within week 1)
This short course requires that the student can allocate 3 hours per week to their study, but there is no requirement to be online at a specific time.
Students will be required to undertake a project of building a digital marketing plan, based on improving digital marketing performance for a chosen organisation, typically their organisation. The plan mirrors the weekly content and is based on a practical template provided. Each section of the template relates to a specific area of the syllabus and learning objective. The students will work on this document week by week, and by the end they will have completed a practical plan based on their chosen organisation. The forums will enable students to reflect and demonstrate their learning. The minimum expectation for the improvement plan word count is 1500 words.
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