CT6016: Digital Web Marketing


Please note this module descriptor is indicative of the structure of this course and may be subject to change.

CT6016: Digital Web Marketing

Module Title Digital Web Marketing
Module Code CT6016
Module Tutor David Johnston
School Business School
CAT Points 15
Level of Study 6
Brief Description

This module investigates the role of web-based  digital methods in marketing. It introduces the value of computer-based multimedia as well as the web as a vehicle for the development of multimedia systems used for presentation, display and promotion. The module will emphasize design requirements for multimedia marketing applications, but will also look at digital methods for the capture, management and automated use of information on customers for Customer Relationship Management.

Indicative Syllabus

This module covers the theory and practical use of digital multimedia as a means for presenting information in the market and measuring its effectiveness. It covers a variety of platforms including interactive ‘kiosks’, software distribution, the Internet, mobile devices and web 2.0 as marketing channels. The module allows students to develop a multimedia marketing strategy for a specific case as well as the exemplar materials and evaluation will look at the effectiveness of a variety of designs of multimedia applications for marketing strategy as well as the advantages and disadvantages of digital approaches.

Learning Outcomes

A student passing this module should be able to:

  1. discuss the principles and methods for designing and building multimedia web products for marketing,
  2. demonstrate the ability to produce high quality multimedia promotional materials for a designated market,
  3. critically assess the role and value of computer-based multimedia web approaches to marketing communications strategy,
  4. discuss methods for assessing the costs and benefits of electronic approaches to marketing,
  5. critically evaluate the role of multimedia systems in gathering market research data,
  6. understand the role of multimedia systems in building Customer Relationship Management Systems.
Learning and Teaching Activities Scheduled Contact Hours: 24
Independent Learning Hours: 126
Assessment (For further details see the Module Guide)
Special Assessment Requirements
Indicative Resources The current reading list can be found in the Module Guide, which your lecturer should make available via Moodle.

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