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In the digital domain, communications are key. Marketers have more opportunities to interact and engage with consumers than ever before, heightening the importance of how to design and implement effective marketing communications tools and techniques. Consumer-brand interactions occur across multiple channels in real-time, requiring responsive marketing communications for seamless consumer experiences. New platforms and technologies enhance the opportunities for digital communication, while adding to the complexity of the overall communications process. A key focus is on target audiences with insights delivered into behavioural, geo-locational, and psychographic targeting. This module gives students a comprehensive overview of the key principles and practices of digital marketing communications, from advertising to content marketing, all while placing the consumer at the centre of this process. The module will introduce students to concepts and frameworks for the development of creative digital marketing communications strategies in recognition of the fundamental shift towards digital media today. While exposing students to theory, the ethical aspects of communications are also stressed.
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