Digital & Experiential Marketing

Jamestopham

Description

Digital & Experiential Marketing

Sujets

• Marketing et communication

Informations

• Publié par: uridavov
• Nombre de lectures: 130
• Langue: Français

Extrait

L O N D O N M E T RO P O L I TA N B U S I N E S SS C H O O L

Digital & Experiential Marketing MA

Location:London North CampusCore modules Digital Marketing Fundamentals– This module introduces students to the Full-time SeptemberYes current practices relating to digital media and marketing. It also presents Full-time JanuaryYes theoretical frameworks and models which are relevant to digital marketing Part-time day SeptemberYes practice as the discipline develops. It begins by situating digital marketing within the business functions of an organisation and its integrated marketing Part-time day JanuaryYes communications. It then examines the development of supporting technologies Part-time evening SeptemberNo for digital marketing which enable web design, online advertising, email and Part-time evening JanuaryNo search marketing, customer relationship management and loyalty.The module examines the role of social media in marketing, other new media developments Aims of the course and the evaluation of digital marketing campaigns. The combination of the Digital marketing and Experiential marketing disciplines Data Mining Business Applications– Data mining is an important emerging makes this an exciting and unique programme of study. technology for discovering valuable ‘knowledge’ for businesses by analysing The MA in Digital & Experiential Marketing focuses upon the changes todata from large databases and other data repositories.The technology has been marketing and brand management which digital media has made possible. The increasinglyand successfully used in a wide range of business applications, course is led by London Metropolitan Business School and draws upon expertise facilitating the possible identification of hidden patterns/correlations among from the Faculty of Computing and the Department of Applied Social Sciences, datasets and the prediction of future trends for businesses. to provide students with a holistic understanding of the roles and contribution This module aims to develop an understanding of the data mining technology that each discipline makes to the digital and experiential marketing processes. for business applications. It introduces the concepts and practical techniques/ Cross faculty contributions will provide students with an academic foundation tools for data mining in a business context. It also allows the students to in the theories that underpin these exciting industries; while also augmentinggain awareness of the latest developments in data mining, particularly in an theory with a framework of experiential learning that ensures that studentsInternet-enabled business environment.The module is designed to help equip possess the practical skills to make an effective contribution in a variety of the students with useful skills in applying data mining techniques in a modern industry contexts. business environment. Upon graduation students will understand the contribution that digital andExperiential Marketing– Experiential Marketing is an emerging industry experiential marketing makes to successful marketing campaigns, and brand which has developed from early theories proposed by a number of authors, management strategies; and will be confident in their knowledge of the such as Pine & Gilmore (1999).This module critically explores the relationships marketing paradigm shift which is driving a dramatic change in consumer between the founding theories of Experiential Marketing, whilst delivering the buying behaviour and decision making processes.creative components of industry practice. In this module students will analyse the relationship between concepts of Traditional Marketing, Digital Marketing, Duration and attendance the Brand, and Experiential Marketing; and investigate the practical aspects of Full-time:1 year; 15 months if Jan start developing and delivering Live Brand Experiences. Part-time:2 years Brand Equity– The brand has become the primary business asset for most companies, in all sectors of the marketplace. This module will create a Dates/timetable strong analytical base for understanding how brands are built. Students will Autumn semester:September – January analyse the components of brand equity and assess different measures of brand strength and value. Brand assets are described in terms of awareness, Spring semester: January – June associations, degrees of loyalty, perceptions of quality, and financial value. This Course structure module will enable students to understand how brand strategies influence these asset categories. The course consists of six core modules and a dissertation.The core modules are each worth 20 credit points and the dissertation module is worth 60 credit points.

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