|Prerequisites for Module|
Aims of Module
To enable students to critically appraise digital marketing strategy and planning in order to assess, develop and implement appropriate digital marketing strategies in a variety of scenarios.
Learning Outcomes for Module
On completion of this module, students are expected to be able to:
||Distinguish and evaluate the drivers, behaviours and models within the digital marketing literature.|
||Analyse and critically appraise digital marketing concepts and propositions in the context of the digital media landscape.|
||Conceive, evaluate and apply digital marketing campaign strategies to business scenarios, reflecting on implementation issues.|
Indicative Module Content
Assessing digital marketing systems in the context of traditional marketing and wider business functions, evaluating its relevance in terms of both the internal and external environments. Electronic Customer Relationship Management (ECRM); Project Management, Innovation Management; Online Consumer Behaviour; B2B and B2C networks, Social Media, Business Metrics; ROI optimisation; online trading.
Indicative Student Workload
|Full Time||Part Time|
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|Private Study||100||100||Mode of Delivery|
This module comprises a combination of online and classroom presentations, materials and activities in a range of interactive formats. Students are expected to prepare for and contribute to each activity.
||Learning Outcomes Assessed|
|Component 1 ||1|
|Component 2 ||2|
|Component 3 ||3|
This module is assessed by portfolio coursework comprising three pieces. Students are required to analyse and develop digital media strategy, producing a range of appropriate outputs.
|1.||Journals: Behaviour and Information Technology; Internet Research; Journal of Marketing Management; Journal of Advertising; Journal of Marketing|
|2.||CHAFFEY, D. and ELLIS-CHADWICK, F., 2016. <I>Digital marketing.</I> 6th ed. New Jersey: Pearsons. <I>ebook</I>|
|3.||CHAFFEY, D. and SMITH, P., 2017. <I>Digital marketing excellence.</I> New York: Routledge.|
|4.||CHARLESWORTH A., 2014. <I>Digital marketing: a practical approach.</I> 2nd ed. Hoboken: Taylor and Francis. <I>ebook</I>|
|5.||DEMPSTER, C., 2015. <I>The rise of the platform marketer: performance marketing with Google, Facebook and Twitter, plus the latest high-growth digital advertising platforms.</I> Hoboken: Wiley. <I>ebook</I>|
|6.||FILL, C., 2016. <I>Marketing communications: brands, experiences and participation.</I> 7th ed. Harlow: Pearson. <I>ebook</I>|