15 September 2015

Academics from University of Edinburgh Business School have joined forces with internet marketing agency, Attacat, to offer a new course in digital marketing.

Available to Marketing honours students, the new module will focus on the fundamentals of modern digital marketing. With participants given practitioner focussed experience of Search Engine Optimisation (SEO), Pay Per Click advertising (PPC) and the use of online analytics tools.

Attacat consultants have played a key role in developing the content of the course and will provide regular lectures on the fast developing trends in marketing in a digital world.

Students will also have the opportunity to put their skills to the test in a number of simulations of real-world digital marketing challenges.

The module is the first step in a partnership with Attacat the Business School hopes will develop in the future.

Dr Ben Marder, Lecturer in Marketing, is leading the new course. He said:

“Digital Marketing is now ubiquitous, so it’s essential that – as well as providing a solid grounding in theory - we equip students with the knowledge and skills they’ll need to succeed when they embark on their careers.

“We’re particularly excited to be partnering with Attacat to deliver the new module, as we can give students access to the latest insights from practitioners applying these skills and overcoming challenges every day.”

Tim Barlow, Managing Director of Attacat, said:

As digital marketing has emerged there has been a real mismatch between the marketing being taught in universities and what digital marketers do in their day to day work.

“It's also clear that there is a significant skills shortage in this industry. So we are particularly pleased to be working with University of Edinburgh Business School to deliver a course which represents such a clear path to employment in this exciting field.”