RGU: RGU Module: New Media Marketing (BSM126)

Module Title
New Media Marketing

Keywords
Search Marketing Strategy, Paid Search, New Media Buying, e-Marketing, Search Engine Optimisation, Benchmarking, Web Management

Reference

BSM126

SCQF Level

SCQF 11

SCQF Points

ECTS Points

7.5

Created

April 2008

Approved

August 2008

Amended

August 2012

Revision No.

Prerequisites for Module

None in addition to course entry requirements or equivalent.

Corequisite Modules

None.

Precluded Modules

None.

Aims of Module

None.

Learning Outcomes for Module

On completion of this module, students are expected to be able to:

1.	To appreciate and appraise the drivers, behaviours and models within the new media landscape.
2.	Analyse the constituent elements of the new media marketing strategy and appraise the tactical and operational dimensions of this strategy.
3.	Appraise new media marketing campaign development and implementation including consideration of new media marketing tools and applications.
4.	Evaluate new media marketing decisions and success in relation to campaign management and strategy.

Indicative Module Content

Introduction to search marketing; search marketing development and digital convergence in an international context; online consumer behaviour; the buy or make decision and the role of the search marketing agency; the role of paid search, affiliate marketing, social network optimisation and search engine optimisation in the online marketing mix; online brand development; how search marketing strategy translates into operations activities; getting to grips with landing page development, web writing, usability, personalisation, web development and web management; building traffic and measuring success through return on investment optimisation; an overview of the website benchmarking landscape; implementation of the search marketing plan and the search marketers toolkit; online media buying and trading online.

Indicative Student Workload

Contact Hours	Full Time	Part Time	Distance Learning
Lectures	12	12	0
Tutorials	24	24	6
Directed Study
Coursework Preparation	26	26	26
Directed Reading	30	30	30
Online Activities	0	0	60
Set Activities	30	30	0
Private Study
Private Study	28	28	28

Mode of Delivery

The module is delivered in taught mode by lectures, interactive group work, case study tutorials and directed self study.

The module is delivered in distance learning mode by self directed learning from web-based learning materials, supported by seminars and/or online support.

Assessment Plan

	Learning Outcomes Assessed
Component 1	1,2,3,4

This module is assessed by portfolio coursework.

Indicative Bibliography

1.	ASH, T., 2008. Landing page optimization: the definitive guide to testing and tuning for conversions. Hoboken: Wiley Publishing. ebook
2.	ENGE, E. et al., 2010. The art of SEO. Farnham: O'Reilly Media, Inc. ebook
3.	MORAN, M. and HUNT, B., 2009. Search engine marketing, Inc.: driving search traffic to your company's web site.2nd ed. Upper Saddle River: IBM Press / Pearson.
4.	RAMOS, A. and COTA, S., 2009. Search engine marketing. New York: McGraw-Hill.ebook
5.	Journals: Behaviour and Information Technology Benchmarking Information Systems Research Internet Research Journal of Marketing Management Journal of Advertising Journal of Marketing