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Digital Marketing Initiative, Work Placement

Overview

  • Credit value: 30 credits at Level 7
  • Convenors and tutors: Dr Joel McKim and  Michele Di Prete
  • Assessment: a 2000-word self-reflections essay (50%) and a pre-campaign and post-campaign report analysis (10% and 40%)

Module description

This module gives you the opportunity to gain practical experience in digital marketing, offering you the chance to manage a live Google Ads campaign for a non-profit organisation. The module blends theoretical understanding with practical experience, enabling you to engage with real-world digital marketing challenges and develop actionable solutions.

You are required to achieve both the Google Ads Measurement and Google Ads Search certifications by the end of Week 2 to proceed with the work placement. During the term, you will create a pre-campaign strategy, manage a live campaign and deliver a post-campaign performance report.

In addition to campaign work, you will attend lectures and seminars on advanced digital marketing strategy, including keyword research, AI tools, ethical considerations in non-profit marketing and data-driven campaign optimisation.

Throughout the term, you will collaborate with your client organisation and develop both pre- and post-campaign strategies. Emphasis is placed on client communication, data analysis, ethical responsibility and critical reflection on campaign performance.

Learning objectives

By the end of your work placement, you will be able to:

  • understand the digital marketing landscape, including paid and non-paid channels, with a focus on Google’s search capabilities
  • develop keyword strategies by conducting SEO and keyword research, using tools such as Google Trends, AI Agent and applying these skills to non-profit organisations
  • set up and manage a Google Ads account and navigate Google’s advertising console for campaign management
  • demonstrate ethical awareness in the context of marketing for non-profit organisations
  • craft and present a digital pre-campaign strategy, including client profiling, scope definition and campaign tracking parameters
  • measure and interpret KPIs, troubleshoot performance issues and iterate campaigns accordingly
  • critically evaluate campaign performance, synthesise data reports and implement informed adjustments
  • communicate effectively with clients, provide feedback and adapt campaigns based on performance insights
  • present post-campaign results, highlighting performance, lessons learned and best practices for future campaigns
  • demonstrate hands-on experience with live case studies to adjust and enhance strategies in dynamic environments.