In a crowded global digital marketplace, understanding digital techniques and how marketing, media and data analysis works is more crucial than ever, and are key skills todays employers look for.On this course you will explore the foundational principles of marketing, marketing insights, analysis and research processes, complementing this with digital research methods and embedding this within a framework of wider context and understanding, from digital media as a persuasive tool, to its role in marketing and advertising in our everyday lives.You will take a detailed look at of the study of digital media and the production and management of digital media content alongside developing media planning and digital marketing strategy skills. By studying influencer culture, you will use theory to explain how they function within digital marketing, and reflect critically on social media influencers as both content providers and an industry.Consumer behaviour describes the thoughts and feelings people have when they make a purchasing decision. By studying consumer behaviour and digital communications strategies, you will be able to explain and discuss how brands function as marketing communication tools, and critically evaluate the ethical dimensions of consumption across all sectors, being mindful of social responsibility and sustainability.