Participants will immerse themselves in analytical research and practice, creating a measurement plan for their business using web analytic tools, marketing technology (MarTech) landscape, email marketing, insight into Google Ads, keywords and search engine optimisation. There will be practical elements to all these specialist practices using cutting edge technology tools to ensure that they can be incorporated into their area of workplace/industry.

1. Research, plan and configure an appropriate web analytictool.

2. Strategically plan, developand document a measurement plan for a business usinga web analytictool.

3. Critically evaluate, interpret and research cutting edgetrends in search engine optimisation (SEO).

4. Research and interrogateonline technology tools using adwords, keywords and search engine optimisation.

5. Applypractical techniques of inquiry acquired totheir workplace/industry.

Within this module, learners develop the expertise, knowledge, understanding and tactics to critically review and analyse data gathered online and offline using technology tools at the forefront of the digital media technology field, to assist strategic decision-making and define and implement a social media/digital media strategic plan.

1. Research and gather data to create an effect visual to tell a story with identified target audience

2. Critically review, analyse and interpret data to create visualisations for better decision-making

3. Evaluate, compare and contrast different visualisationtools.

4. Apply data visualisations to help make better decision-making strategiesin conjunction with a defined marketing strategy

This module explores the implementation of a database driven online presence and researches and explores marketing technologies and techniques at the forefront of managing an online presence. Design Thinking, User Experience Design (UXD) and applied techniques for audience engagement and creating content to maximise online potential for digital presence will be examined and critically evaluated. Client applications, web services, hosting issues and content management systems will be researched and interrogated. Contextual projects will be a core aspect of embedding the specialist skills developed in this module.

1. Articulate the core concepts of User Experience Design and Design Thinking.

2. Explain the components of a database driven application.

3. Critically evaluate hosting options and the marketing technologies required to implement an innovative digital solution.

4. Build and host an online presenceusing a leading contemporary content management system.

5. Design and showcase a customer engagement solution in conjunction with a defined marketing strategy.

This is a strategic marketing module integrating the traditional marketing media with digital and social technologies at the forefront of this field. Learners will critically review, discuss and reflect on the strategic marketing process employing techniques for strategic analysis; competitive forces assessment; target market selection; focusing data driven marketing objectives and engaging in marketing implementation and the evaluation of specialist digital marketing techniques. The integration of digital and social media in marketing strategy development and implementation is integral to this module and participants will develop a strategic marketing plan for an organisation, following comprehensive research and analysis of organisational marketing needs; prioritising objectives in conjunction with a systematic review of web communication strategy effectiveness and optimisation.

1. Critically assess the nature of the marketing environment and the corresponding governmental, competitive and technological forces triggering change.
2. Critically evaluate consumer behaviour and engagement in a defined target market.

3. Draw inferences, formulate independent evaluationsand make recommendations based on data analysis and research of a particular specialist market segment.

4. Appraise the potential of a specific segment and recommend appropriate product, pricing, service, delivery and engagement strategies to meet customer requirements.

5. Position and brand product and services appropriately, selecting and engaging the appropriate front-line media, relative to customer perceptions and contemporary competitive pressures.

6. Formulate and deliver on an appropriate strategic plan for competitive advantage in a a particular specialist field, employing a variety of cutting edge and traditional effectivecommunicative media and marketing technologies.

7. Produce a reflective report interrogating and justifying if necessary, strategic marketing choices referencingethical and legal considerations.