Teaching
Digital Marketing
“We are still at the beginning of the beginning. We have just started to make a technological society. The technological changes in the next 20 years will dwarf those of the last 20 years. It will almost be like nothing at all has happened yet” – Kevin Kelly
This module explores the ever-changing digital landscape and cultivate skills for increasing digital marketing effectiveness. It provides students with theories and principles of digital marketing as well as providing practical skills and knowledge to support and improve marketing activities the digital environment.
Content Marketing
“Instead of looking for ways to get eyeballs on our videos or clicks to our pages, maybe we need more focus on creating multi-layered experiences that keep people involved, immersed, and interacting. And maybe the measurement of effectiveness should not be based solely on page views or ‘likes’ but on distributed participation of fans both online and offline…” – Bob Knorpp
This module explores content marketing, particularly Digital and Social Media content. It gives students the opportunity to evaluate a variety of different content pieces using a theoretical foundation. We look at Social Media platforms and content creation on each platform, we also explore creative writing, storytelling, visual and videographic content.
Strategic Brand Communications
“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer” – Seth Godin
This module introduces students to key theories of branding and brand communication. It provides critical approaches to understanding brands and branding practices and how translate into contemporary business practices, and wider cultural practices.
Research Methods
Advertising and Promotion
“Creativity may well be the last legal unfair competitive advantage we can take to run over the competition” – David Trott