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MSc Digital Marketing

Course schedule:

  • Thursdays from 9.00 → 11.00 (room A210)

Week 1: 2019_09_19 — module introduction

Module Aim:

The aim of this module is to provide learners with an understanding of digital marketing communications theory and practice and to critically evaluate, create and execute a digital communications plan.

Partial subject outlines:

Form of communication in digital marketing:
— SEO, SEM, content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing, e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, Display advertising, non-Internet channels such as mobile phones (SMS and MMS), callback, and on-hold mobile ring tones.

Technical outline of browser technologies. Understanding some technical aspects of user visits and engagement data:
— Browser user agents

User visits logging on independent platforms:
— Google analytics
— Matomo (ex Piwik)

Getting your content indexed by search engines :
— SEO optimisation & various search engines
— SEO (search engine optimisation) & SEM (search engine marketing) — how does it work ?

Mail campaign tools:
— Pommo mailing
— Mailchimp

Reactive engagement:
— reaction chains for custom actions (example: IFTTT)

Ethical issues of digital marketing:
— data retention

Critical stances in a shifting media landscape:
— dark patterns
— Modes of address
— the Fediverse — alternative independent social networks
— The Great Hack

Group studies:

Carrying out digital marketing case studies and presenting findings to the group. Example case studies: Seed golf,,

Class Project:

You will be required to develop a digital marketing communications plan for a small business/charity/club. This will involve working with a client and will be a group project.

Week 2: 2019_09_26

marketing communication tools

Gaining a common understanding of Marketing Communication tools available to us today. Open this embedded link (in a new tab) and build up the book of definitions with the class.

group assignment

In groups of three, identify a company, a person, a charity or an organisation of which you will study the digital marketing. You will be asked to make a presentation on your findings to the class group.

Document your findings with screenshots, pdfs, prints, photographs or whatever form you see fit for your presentations.

Your presentation will include:

  • an overview of who / what your subject is, the scale of the organisation, their field of operation and geographic location(s)

  • an overviewing list of all the digital communications tools & channels your subject employs

  • a detailed view of each of the tools & channels you listed in the previous point. Consider giving examples and information about frequency of use. Try to find out if the channels are used individually or simultaneously.

  • try to answer the question: how does your subject speak to its target audiences using the communication tools they chose ?

Assignment timeframe: 2 weeks from assignment annoucement. You will be given the two hours of our following course to work with your team, but make sure to make a plan before then as it might take quite some time to gather enough material from each communication channel.

For any questions, mail me at

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