Concept to Consumer: Creating a Digital Marketing Campaign

This is a Marketing Subject Spotlight with Dr Joe Hazzam from the University of Staffordshire. An interactive, cinematic course taster experience to allow students to gain insights into what it's like to study Marketing.

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In this Subject Spotlight, Dr. Joe Hazzam examines the creation of a successful digital marketing campaign. Joe explains the key characteristics of marketing campaigns and how they are developed. You’ll explore the various ways digital marketing campaigns reach consumers on different platforms. Joe also offers an alternative perspective on the term ‘media’ and discusses how a business can utilise it to generate consumer recognition. The activity will encourage you to research some well-known brands in various sectors and determine their output in terms of media.

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About University of Staffordshire

The city campus in Stoke-on-Trent is the University of Staffordshire's nerve centre, where world class healthcare education at the specialist Centre of Excellence in Stafford is delivered. A global network of more than 20,000 people study the University of Staffordshire's degrees internationally, and 78% of research carried out there is world leading or of international importance according to Research Excellence Framework. The Sir Stanley Matthews Sports Centre is a leading highlight for sport in Staffordshire - a place boasting stunning countryside, historic towns and world class attractions.

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Dr Joe Hazzam

Dr Joe Hazzam is a Senior Lecturer in Digital Marketing at the University of Staffordshire, United Kingdom, where he acts as the course leader of the BSc (Hons) Digital and Social Media Marketing. Joe’s teaching experience spans five years in higher education, encompassing both undergraduate and postgraduate levels in the fields of marketing and business. Joe’s scholarly interests lie within the broad realm of social media and digital marketing. He is particularly intrigued by the development of digital and social media marketing capabilities that can enhance organisational performance. Joe’s research portfolio comprises fourteen research papers published in top-tier marketing/business journals such as the Journal of Strategic Marketing and the Journal of Marketing Theory & Practice among others.

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