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Digital Marketing and Communications

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Edinburgh Napier University, Sighthill Campus

9 Sighthill Ct

Edinburgh

EH11 4BN

United Kingdom

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Digital marketing is consistently evolving at a rapid rate. This module enables you to assess the impact of the disruptive digital landscape in delivering objectives, to develop strategic recommendations and how creating digital marketing plan can enable organisations to respond with agility to market needs. It examines how the management of digital channels and the application of key digital measures help to achieve business objectives.

Understand the impact of the disruptive digital environment


  • Introduction to digital
  • Digital disruption
  • Digital marketing examples
  • Emerging themes and current digital communication trends
  • Measurement and evaluation
  • Develop strategy in order to acquire, convert and retain customers



Planning and implementing digital strategy


  • Creating a buyer persona
  • Digital Marketing Model – SOSTAC
  • Agile marketing
  • Analysing your audience



Digital marketing tools and tactics

  • Search marketing – SEO & PPC
  • Mobile
  • Utilising Social Media
  • Content marketing
  • Video
  • Using Google tools
  • Other digital tools and technologies

At the end of the course you will also have the opportunity to take the exam for the internationally recognised Galileo Master Certificate (GMC)

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Edinburgh Napier University, Sighthill Campus

9 Sighthill Ct

Edinburgh

EH11 4BN

United Kingdom

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