Web and Mobile Marketing (MIM120) covers the strategic promotion of websites and mobile apps to attract relevant traffic and generate leads. Students work across web presence and user experience, search engine optimisation (SEO), paid search engine marketing (SEM), email marketing, mobile ecosystems and app store optimisation (ASO), location-based services, monetisation models and digital analytics. Campaign objectives are defined through KPIs, ROI, LTV and CPI, and results are measured with analytics tools. The module also examines data protection and privacy — GDPR and related regulation — and the ethical trade-offs between targeting, personalisation and intrusion.