Digital and Data Driven Marketing
This module is designed to develop your skills in understanding how one-to-one forms of marketing communications, across offline and online channels, and can be combined into an overall campaign with the ability to generate new customers and enhance existing relationships. To do this, the module is broken into three distinct themes.
Theme One- Principles of Direct and Digital Marketing: In this part of the module, you will cover the fundamental practices in the direct marketing field which will include acquisition and retention strategies, customer profiling and segmentation, database marketing, permission marketing and personalisation, relevant legislation and marketing metrics.
Theme Two- Digital Media: In this section, you will explore the range of communication media available, ranging from traditional offline channels (such as direct mail and telemarketing) through to the ever-growing range of digital media options (including social media, email, web design and mobile commerce).
Theme Three- Campaign Planning: You will be introduced to the principles of campaign design, from initial context analysis and goal setting through to campaign implementation and evaluation. You will be encouraged to combine different marketing communications tools as part of an integrated campaign.