This module is designed to help you explore digital opportunities for creative content creation and dynamic storytelling. You’ll identify ways of generating insights into your audience and their digital and analogue touchpoints. You’ll then examine how you can maximise the reach and impact of your campaign by using mediums such as user–generated content, social media, influencers, viral tactics, SEO, microsites and landing pages, user experience, artificial intelligence, virtual and augmented reality, and big data. 

Here, you’ll explore media strategy and planning in a global context, examining traditional and digital media channels. You’ll get up to speed with the latest industry insights and practices in communication strategy, media planning and performance monitoring. You’ll examine ‘Paid, Earned and Owned’ models, Google Ads and Analytics, PPC, as well as media–specific data analysis. 

You’ll learn to innovate and problem-solve for brands, audiences and communication strategies. You’ll pitch a new idea or concept to a professional audience, taking well informed risks with creative concepts and presenting these in an imaginative way that makes the most of the digital technologies available.

You’ll also develop a portfolio of case studies and examples of legal and ethical issues affecting your sector of interest.

For your final major project, you’ll choose an area of digital marketing communications to specialise in. You may have a new business idea to launch with a digital marketing campaign. You could solve a business problem associated with your current work or use a case study. You could extend a business opportunity for an existing company or respond to a gap in the market. Whatever you choose, your project is the final stage in your transformation into an adept, articulate marketing and digital communications innovator.