Unit learning outcomes On completion of this unit you should be able to:

1 Demonstrate the following knowledge and understanding: Demonstrate a thorough understanding of the theoretical underpinnings of a range of digital marketing challenges as well as wider digital developments in business, with a particular emphasis on devising digital marketing strategies, conducting online market research, and preparing a digital marketing plan.

2 Demonstrate the following skills and abilities: Research and critically evaluate a range of digital marketing issues affecting professional practice in the field, demonstrating an ability to deal with the complexities of digital marketing and communication in the 21st century.