2021/22 Part-time Postgraduate Short course and CPD
Ulster University Business School
Department of Management, Leadership and Marketing
23 February 2022
For full instructions on how to apply for postgraduate short courses, please contact the Centre for Flexible and Continuing Education - FlexEd@ulster.ac.uk
This course provides knowledge on how digital marketing communications can develop marketing and business decision-making.
This course examines the digital marketing context. When the tools of marketing change, marketing strategies and marketers must evolve too. The focus of this course is on supporting adaptive practice for potential or current marketers as they navigate the digital transformation of the marketing function.
This course can be taken individually or combined over a period of time towards a Postgraduate Certificate of Professional Development.
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Digital marketing communications have become the central focus for entrepreneurs, enterprises and organisations seeking to reach, engage, co-create and develop deeper relationships with their consumer 'tribes'. In an age of ubiquitous connectivity and a demand for real-time and personalised engagement, this course will give participants an understanding of what that means for those involved in delivering richer and more productive consumer experiences through digital marketing platforms. This course seeks to provide learners with practical, real-world examples of technologies meeting the demands of such connected consumers and utilises a project based approach to promote active, deeper learning of the unfolding opportunities through digital marketing.The content is delivered through three inter-related key themes.
THEME 1 (DAY 1)
The first of these themes relates to the broad digital context and the implications of advancing technology for how we understand traditional marketing theory and practice. The focus of this theme is predominantly based around the necessary actions required to deliver an integrated marketing communication strategy - at the level of both thought and action.
THEME 2 (DAY 2)
Theme 2 looks at the digital consumer and explores the implications of emerging technology (e.g. voice search), privacy issues (e.g. the privacy tradeoff) and the digital marketing toolbox (e.g. SEM, SEO, social media, PPC, display advertising, email and mobile) within digital strategy development and implementation processes.
THEME 3 (DAY 3)
Theme 3 looks at the digital marketers' context and critically examines, through both international case study and visiting speaker inputs, the managerial challenge and opportunity in determining the appropriate use of marketing technology with an emphasis on issues of fit and practical implementation.
Cross-cutting themes are those of customer acquisition, customer engagement and customer advocacy.
A further, central dimension of the course is the concept of 'Value Co-Creation' (Vargo et al., 2008). This concept sits alongside 'Open Innovation' in bringing a more technology- enabled focus to marketing activity, as existing competency sets are stretched and challenged in this digitised context where mobile use, social media engagement and experience personalisation are significantly impacting.
With marketing media rapidly evolving and patterns of consumer engagement changing, this course will also attempt to anticipate trends that, while relatively unexplored today, may be mainstream in the next five years. This will be facilitated through conceptual modelling and real-time testing with live digital marketing case scenarios provided by industry partners.
(1) Report (75%) The group consultancy exercise will be based around a live international case study where the consultancy teams will be required to assess the appropriateness and extent of a digital engagement by a case company. The exercise will require consultancy teams to develop a management report (5000 words).
(2) Oral Assessment (25%) Create a 5 minute podcast reflecting on the project experience and highlighting the major new knowledge which you have acquired in the process of carrying out the project. Use academic citations and current research and data to enhance the communication.
This course requires attendance on four individual dates from 9.30am – 4.30pm on 23, 24, 25 February and 4 March 2022. Location on-campus or online to be confirmed.
Any degree (second class honours or above).
Applicants whose first language is not English must meet the minimum English entrance requirements of the University and will need to provide recent evidence of this (certified within the last two years).
Most of our courses require a minimum English level of IELTS 6.0 or equivalent, with no band score under 5.5. Trinity ISE: Pass at level III also meets this requirement.
Please see details of the English language qualifications and certificates we can accept - https://www.ulster.ac.uk/__data/assets/pdf_file/0005/177404/Other-english-language-tests-and-qualifications-2017.pdf
International applicants will also require a short-term study visa. Further information is available at https://www.ulster.ac.uk/international/visa-immigration
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Level 6 modules contribute 70% of the aggregate mark and Level 5 contributes 30% to the calculation of the class of the award. Classification of integrated Master’s degrees with Honours include a Level 7 component. The calculation in this case is: 50% Level 7, 30% Level 6, 20% Level 5. At least half the Level 5 modules must be studied at the University for Level 5 to be included in the calculation of the class.
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