Undergraduate Courses

The 1st Year provides an introduction to digital marketing related areas and subjects which students are going to build upon during the next years of the program. The various components of Digital Marketing are in focus in this initial year of studies, so that they can be well understood individually, before students need to look at them as a knot, a combination of various parts into one unique science – Digital Marketing. Among the essential courses covered are Marketing, Introduction to business, Introduction to Social Media and Digital marketing, Modern PR and Mobile Advertising, Information Systems Technology, Consumer Behavior.

The 2nd Year gets deeper into actual digital marketing matters in the areas of e-mail marketing, web analytics, data mining, web design and reporting, digital branding, and even content development for Social Media and Search Engine Optimization (SEO), Communication Technology, Interactive Media, New Media Distribution channels. Digital campaign user requirements analysis and development is a core course also studied in this 2nd year of the Programme.

The 3rd Year concentrates more on the strategic business management part of Digital Branding, or, how to best cope with the non-technical aspect of Digital Branding business. Some major business courses covered in this year are Internet Marketing Research strategies, Business strategy, Economics, Accounting, Advertising, E-business planning, and Small Business Enterprise among others.

The 4th year improves the students’ strategic business knowledge by offering them the opportunity to study Business Law and Digital Entrepreneurship, as well as Project management – courses offering the vital knowledge for the management of any Digital Campaign. Students are also given the opportunity and obligation to write their final project, which apart from challenging their overall knowledge and creativity, also gives them a chance to apply the skills they have gained throughout the programme.

Assesstment

The teaching team uses a range of learning strategies including case studies, presentations, purpose-written learning materials however the predominant mode of assessment is through coursework. Each module will have a percentage of its final mark determined in this way. The diversity of the students’ backgrounds provides a dynamic environment for all the participants to share experiences.

BF 101: Introduction to Business

The unit offers learners who are new to the study of business, an introduction to some of the major themes which are developed with increasing complexity throughout this specification. The unit is designed to encourage learners to make the basic connections between different aspects of business behavior. Learners are introduced to the range of business activity in public, private and voluntary (non-profit) sectors at local, national and global levels. Business aims and objectives are introduced along with strategies for their achievement via interdependent functional areas. Plans to ensure survival and encourage growth are also considered.

 

BF 102: Marketing

This module aims to provide students with an introduction to the fundamental concepts and principles of marketing and examines how these are applied in today’s changing business environment. This broad based module will provide all students with a concise and contemporary overview of Marketing and give them the knowledge and skills to underpin further study in the specialist field of Marketing

 

ENG101: Professional Writing

To enable students to develop effective business and marketing writing style that will enhance their ability to positively represent the company they work for in any written correspondence

To equip them with the knowledge for existing rules and etiquette that is currently being followed in various kinds of business and marketing correspondence

To create understanding about the variety of written correspondence used within a business environment, as well as the need for a different writing style for each of them.

To expand significantly the business and marketing terminology of students before they start studying marketing and/or business theory

 

DM101: Introduction to Social Media & Digital Marketing

To build a sound student e-marketing knowledge base including various examples of real-life e- marketing plans that have been created in the past by multiple companies around the world, with the aim that these examples will prevent known mistakes, and will also help students easily decide what type of e-marketing plan works well in certain circumstances, and what kind in other situations by identifying

similarities with known case studies. The accent throughout the course will be placed on detailed study of Social Media Channels, demographics and usability

 

BF305: Introduction to the Internet and E-Business

The aim of this unit is to introduce the learner to the scope of e-business and the benefits it offers to an organisation through the different business models. It also provides sufficient understanding of internet technology for learners to appreciate the potential, and the limitations, of using the internet for business.

 

BF402: Information Systems Technology

Information Systems is a growing area in all organisations. This module introduces the subject of managerial levels, department organisation and information systems in a typical organisation. This should equip the students to undertake investigations of systems in a range of application areas. It also aims to provide the student with the knowledge and skills to use modern office application software.

 

BF204: Marketing Intelligence & Consumer Behaviour

The aim of the module is to enable students to understand the purchase decision making process and to recognise the variables and situations that influence buying behavior. The student will explore the marketing research process and assess the importance of different type of information and marketing research requirements needed for effective management in a competitive environment.

 

DM102: Modern Public Relations and Mobile Advertising

To enable students to develop basic PR plans forming the main part of the marketing campaign, based on the knowledge they will gain of the PR process and the PR Code of Conduct. To equip them with the knowledge needed to react promptly and effectively in crisis situations. To build a sound student knowledge base with various examples of real-life PR campaigns used in the past by multiple companies around the world; the aim is that these examples will prevent known mistakes, and will also help students easily decide what type of PR plan works well in certain circumstances, and what kind in other situations by identifying similarities with known case studies.

 

DM201: E-mail Marketing Principles

To enable students to develop effective e-mail marketing campaigns as part of the company’s overall marketing strategy, by building thorough understanding about the various kinds of subscriber engagement tactics, finding and creating relevant content, building a database, and being able to segment for relevance. To equip students with the necessary knowledge so they are able to analyze the success of the e-mail marketing campaign and improve it with time.

 

DM202: Digital Campaign User Requirements Analysis and Development

To help students understand how search engines function, how searchers behave online, how to engage with searchers in order to turn them into lifelong customers. To equip students with the knowledge necessary to use search engines effectively in order to build their online campaign successfully, reach target audience, and engage with them. To develop students’ ability to use the World Wide Web in an effective and creative way, so that they are able to successfully develop an online campaign on their own, using consistent and relevant content. To create student ability to understand, analyze, and develop their digital campaigns based on, the user requirements. To create students’ skills to listen to users’ requirements strategically in order to extract the information needed to build their digital campaign based on their explicit and silent requirements. To present to students a system for extracting user requirements in order to build tailor-made digital campaign that will meet and even exceed users’ expectations.

 

DM203: Web Analytics, Data Mining and Key Performance Indicators for Social Media

To enable students to collect, measure, and analyze important web metrics and produce structured reports based on them, regarding the degree to which web performance achieves the goals and objectives of any form of online business presence, including websites and Social Media. To equip them with the knowledge necessary to differentiate which are the Key Performance Indicators (KPIs) for websites and Social Media, so that they can concentrate on primarily on these in their reports, in order for the reports to be meaningful and to provide constructive critique and advice. To create student ability to make suggestions for improvement and general recommendations based on the findings of web analytics, and KPIs in Social Media. To present to students various Data Mining techniques, to be used for the KPIs monitoring and Web Analytics reporting.

 

DM204: Fundamentals of Web Design and Applications for Social Media

To enable students to develop basic web pages, designed from a consumer usability perspective, as well as applications for Social Media. To equip students with knowledge in the areas of functionality, formatting and editing of web content, content structure, content elements and organization, including the creation, incorporation and formatting of tables, images, forms, and links. To create student understanding of Cascading Style Sheets in terms of page layout and CSS techniques, HTML5, as well as develop sound knowledge about floating, positioning, transitions, transforms and animation. To introduce students to JavaScript, its anatomy and usage.

 

DM205: Digital Branding

To enable students to develop plans for brands with a strong digital presence and consistent online content as a major part of the marketing strategy. To equip students with the necessary technical knowledge needed to actually build a digitally strong brand that will attract the attention of the target audience, engage with it, and manage to retain it. To build a sound student knowledge base with various examples of real-life digital branding plans that have been created in the past by multiple companies around the world, with the aim that these examples will help students prevent known mistakes, and judge what type of digital presence works well in certain circumstances, and what works well in others by identifying similarities with known case studies.

 

M206: Content Development for Social Media and Search Engines Optimization (SEO)

To aid students in developing content for Social Media and other web presence, aimed at the optimization of Search Engines results. To help students understand the new and complex real- time marketing and publishing landscape, as well as the emerging interdependency of search engines and social networks tactics and technologies. To build student knowledge about Social Networks Demographics in order to be able to help them target selected markets successfully. To equip students with the necessary skills needed to optimize their business use of search engines and social networks, and fill them with content that will be easily found and navigated through by target markets, as part of an effective marketing plan implementation. To provide students with simple and actionable step-by-step plan towards becoming effective real-time content marketers by using the basic integrated principles of search marketing, social media marketing, and content publishing, in order to be able to develop basic integrated real-time content marketing platforms.

 

DM207: Communication Technology and Contemporary Society

To help students understand how telecommunication and networking technologies have changed the way people think, behave, and live.

To shape all-inclusive student knowledge about some specific technologies, their impact on society in general, and the challenges and opportunities they present to business professionals.

To equip students with the background knowledge necessary for developing future innovative products and services built on the opportunities presented by the new needs of the contemporary society connected to the development of the communication technology, and in particular the needs of the growing generation, that are yet to be revealed and shaped in order to create demand for particular new products and services yet to be developed.

 

DM208: Interactive Media and New Media Distribution

To create students’ knowledge about the convergence in mass communications brought about the new media distribution channels, and interactive media itself.

To help students understand how new technological developments such as e-books, iTunes, social networks, and their demographics, and smart phones have changed the interface of media around the world.

To help students understand what the economic, social and cultural implications of this process are, as well as the opportunities the process presents in front of the otherwise declining in popularity traditional media channels.

 

BF104: Introduction to Accounting

This module aims to Provide the student with the necessary vocabulary and practical skills, techniques and abilities involved in accountancy within the modern business environment; Facilitate the development of skills in numeracy, information technology and other associated disciplines.

 

BF207: Business Strategy

This module is the major integrative element in the final phase of business studies courses. It builds on the knowledge and skills acquired in earlier modules to enhance critical awareness of senior management decision-making. It addresses strategic management as a complex agenda of fundamental questions and problems that concern organizations and their future development. In order to address this complexity and generate a richer picture of organizations, the module also considers the context or environment in which an organization performs and the individuals whose actions help shape organizational performance.

 

DM301: Business in the Media and Entertainment Industries

To enable students to develop an overall basic understanding of the business model, marketing, and managing of various types of entertainment and media businesses including film making, music recording, theater, concerts, home video, radio and TV, broadcasting, newspapers magazines and books editing and publishing, Internet Distribution, Downloads and on-demand streaming, video game, gambling, and even theme parks and other hospitality businesses.

 

DM302: Internet Marketing Research Strategies

To create students’ knowledge about how to search the Internet effectively, how to create successful research internet strategies, analyze search results, identify the right keywords, construct complex searches.

To gain an understanding of the basics of Boolean logic, the AND and OR operators, search filters, meta-search engines.

To equip them with the knowledge and experience needed to understand, browse, search, navigate subject guides, to tap trailblazer pages, understand the criteria for evaluating web page objectivity.

 

BF105: Introduction to economics & the business environment

To provide students an awareness of macroeconomic and microeconomic concepts and how these are applied in today’s business environment to solve problems in a wide range of contexts.

 

DM303: Display Advertising

To create students’ knowledge about online display advertising via the study of its fundamental concepts, and the detailed analysis of the actual process of display advertising including: planning, targeting audience, building the display campaign by the use of image and video advertisements, performance measurement, analysis of results, optimizing strategies.

To equip students with the skills necessary to retarget and remarket, test landing pages, and use LinkedIn and Facebook Display Ads tools to their business benefit.

To build student platform of skills and knowledge needed to successfully create, supervise and manage a display advertising campaign.

 

BF404: Small Business Enterprise

The aim of this module is to provide to the student an understanding of the nature and the characteristics of a small enterprise in order to apply the business theory and models already learned, for managing it effectively. It is also intended to students who want to start their own business after graduation.

 

BF406: E-Business Planning & Implementation

The aim of this module is to provide students with the necessary knowledge to plan and develop an e-business. The module covers the entire methodology from analysing the initial requirements to launching the business while aligning at the same time its operations with marketing, promotion and supply chain management.

 

BF202: Business Law

The aim of this module is to introduce students to the essential elements of business law. The module will begin by considering the legal environment which provides a background to the working of the legal

system. The module will then move on to consider specific issues in the law of contract and tort as well as exploring the law of agency and its relation to the business world. It is intended that the module will develop the necessary work-related skills in order that students will be equipped to understand and apply appropriate legal principles to practical business problems.

 

BF304: Managing Communication, Knowledge and Information

The aim of this unit is to develop an understanding of the interaction between communications, knowledge and information. The unit also looks at how IT systems can be used as a management tool for collecting, storing, disseminating and providing access to knowledge and information.

 

BF401: Research Methods

To provide students an awareness of the different sources of information available, how information is gathered, stored, presented and become available for decision making. Specifically students will use spreadsheets and other software for date analysis and they will gain an appreciation of Information Systems used at all levels of an organisation.

 

DM401: Digital Entrepreneurship

To provide students with practical guidance on how to create a successful digital business, which exceeds customer expectations, thus retaining their lifetime value.

To develop students entrepreneurial spirit, and help them successfully realize their entrepreneurial potential and creative ideas.

To equip students with the necessary knowledge to assess whether a business idea would work digitally, choose the right business model for their proposition and avoid wasting time.

To be able to assess demand, viability and uncover untapped needs and gaps in the market.

To be able to build an engaging website and mobile applications to support the business model, attract target audience via the use of appropriate social networking and other digital CRM strategies.

 

BF402: Research Project

This module is designed to introduce students to the techniques and methods of research. The module addresses a variety of research methodologies and requires students to produce a project report based on independent research into an area of professional business practice that interests them. The study undertaken should build on knowledge, skills and understanding that have been acquired in other modules.

 

BF407: Project Management

This module provides students with the practical skills and theoretical background to undertake self managed projects and to assist in the management of team efforts. The emphasis is on recognising that bad project management can cause financial losses to both private and public organisations and that solutions can be proposed for more effective management of projects with the help of Information Systems.

 

DM402: Marketing Management in a Digital Era

To enable students to use marketing dashboards to view market dynamics from multiple perspectives, maximize accuracy, and “triangulate” to optimal solutions.

To help students discover high-value metrics for virtually every facet of marketing: promotional strategy, advertising, and distribution; customer perceptions; market share; competitors’ power; margins and pricing; products and portfolios; customer profitability; sales forces and channels.

To allow students to gain experience with working with and extracting valuable strategic information from metrics by presenting them with real-world pros, cons, and tradeoffs from case studies

 

DM403: Global E-Novation Marketing

To provide students with a framework for critical analysis of how e-Novation – a combination of innovation and e-marketing, has brought about a new collaborative platform allowing for a different level of connectivity around the world, that shapes the new customer demands, business success models and marketing strategies, on a global level.

To equip students with the knowledge needed to use e-Novation to their benefit by making use of collaborative Internet-based technologies in product development, product promotion, customer relationship management, customer engagement, market segmentation, and market reach