Digital Content and Omnichannel Marketing

BMAN60222 Digital Content and Omnichannel Marketing 15 Semester 2 Postgraduate Taught Level 7 Zhiteng Feng Unit coordinator Pietro Paolo Frigenti Unit coordinator 1 FHEQ level (Framework for Higher Education Qualifications) ' Masters/Integrated Masters P4 ' European Credit Transfer & Accumulation System Rating : 7.5 This module offers a focused exploration of Integrated Marketing Communications (IMC) within a digital context. It covers IMC theories, branding, and omnichannel strategies, with a particular emphasis on content creation, social media, influencers, and digital communication planning. The course guides students through communication mix strategies with a digital perspective, delving into the intricacies of online and offline channels. <o:p></o:p> This module offers a focused exploration of Integrated Marketing Communications (IMC) within a digital context. It covers IMC theories, branding, and omnichannel strategies, with a particular emphasis on content creation, social media, influencers, and digital communication planning. The course guides students through communication mix strategies with a digital perspective, delving into the intricacies of online and offline channels. <o:p></o:p> 1. Develop a deep understanding of how digital channels seamlessly integrate into marketing communication strategies. 2. Equip students with the skills to strategically plan and execute digital-centric Integrated Marketing Communications (IMC) campaigns. 3. Encourage critical thinking in evaluating the effectiveness of digital touchpoints within the IMC framework. By the end of this course, students will possess in-demand skills for planning and executing digital-centric marketing campaigns, ensuring seamless integration of digital channels into communication strategies. They will develop critical thinking abilities to evaluate the effectiveness of digital touchpoints, enabling data-driven decision-making. These competencies will prepare students for roles in marketing, communications, and digital strategy, enhancing their employability in a competitive job market. <o:p></o:p> Demonstrate knowledge and understanding of the theoretical foundations of omnichannel marketing communications, focusing on seamless integration across digital and traditional platforms. <o:p></o:p> Apply critical thinking to analyse communication challenges, including ethical considerations in content creation and channel management. <o:p></o:p>Evaluate and predict the effectiveness of omnichannel communication strategies, such as audience engagement and channel optimisation. <o:p></o:p> Develop practical skills in crafting and implementing omnichannel communication plans that integrate diverse touchpoints for cohesive consumer experiences. <o:p></o:p>Formulate effective content strategies, including the use of digital tools and platforms such as social media, influencers, and emerging technologies. <o:p></o:p>Plan and execute communication campaigns that align with strategic marketing objectives and ensure consistent messaging across channels. <o:p></o:p> Build strategic planning and teamwork skills to address communication challenges and leverage collaborative opportunities.<o:p></o:p>Enhance ethical decision-making and responsibility in content development and channel selection, ensuring cultural and social sensitivity.<o:p></o:p>Communicate effectively in professional settings, fostering collaboration and applying best practices in omnichannel marketing.   Other By the end of this course, students will possess in-demand skills for planning and executing digital-centric marketing campaigns, ensuring seamless integration of digital channels into communication strategies. They will develop critical thinking abilities to evaluate the effectiveness of digital touchpoints, enabling data-driven decision-making. These competencies will prepare students for roles in marketing, communications, and digital strategy, enhancing their employability in a competitive job market.  Introduction to marketing communications and their role in brand-building. Core theories and frameworks of Integrated Marketing Communications (IMC). The role of branding in shaping and executing communication strategies. Omnichannel marketing and managing consumer touchpoints for cohesive brand experiences. Understanding digital customer behaviour and its influence on media planning. The brand-consumer experience: psychological, contextual, and socio-cultural factors. The development of targeted and relevant content. Strategic decisions for launching and positioning new brands. Tactical branding decisions: developing brand elements (name, logo, personality). Planning and executing digital marketing communication strategies. Evaluating and optimising the communication mix to support branding goals. Formal Contact MethodsMinimum Contact hours: 30 Delivery format: Lectures 0 Other 100% Group Project which is presented via a group presentation (40%)Individual coursework (60%)  Written, verbally during class and via Blackboard. <span class="NormalTextRun SCXW1474988 BCX8" style="-webkit-tap-highlight-color:transparent;-webkit-text-stroke-width:0px;-webkit-user-drag:none;font-family:Arial, Arial_EmbeddedFont, Arial_MSFontService, sans-serif;font-size:16px;font-style:normal;font-variant-caps:normal;font-variant-ligatures:none;font-weight:400;letter-spacing:normal;margin:0px;orphans:2;padding:0px;text-align:left;text-decoration-color:initial;text-decoration-style:initial;text-decoration-thickness:initial;text-indent:0px;text-transform:none;user-select:text;white-space:pre-wrap;widows:2;word-spacing:0px;" data-ccp-parastyle="Body Text">This unit is only available as an elective to students on MSc Digital Marketing N Pelsmacker, P. de, Geuens, M. and Bergh, J. van den. (2018). Marketing communications : a European perspective. Sixth edition. Harlow, England: Pearson.Smith, P.R. and Zook, Ze. (2020) Marketing Communications: Integrating online and offline, customer engagement and digital technologies. 7th Edition, Kogan Page.  Lectures 26 Seminars 4 0 120 Informal Contact MethodOffice HoursOnline Learning Activities (blogs, discussions, self-assessment questions)