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Module Title
Digital Marketing Strategy

Keywords
Digital Marketing Strategy, Marketing, Innovation, Social Media Marketing, Management

ReferenceBSM729
SCQF LevelSCQF 11
SCQF Points30
ECTS Points15
CreatedJuly 2013
ApprovedSeptember 2013
Amended
Version No.1


This Version is No Longer Current
The latest version of this module is available here
Prerequisites for Module

None.

Corequisite Modules

None.

Precluded Modules

None.

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:

1. Distinguish and evaluate the drivers, behaviours and models within the digital marketing literature.
2. Analyse and critically appraise digital marketing concepts and propositions in the context of the digital media landscape.
3. 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

Contact Hours

Full TimePart Time
Tutorials
4848
Workshops
2424

Directed Study

  

6060

Private Study

  
Assessment
6868
Private Study
100100

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.

Assessment Plan

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.

Indicative Bibliography

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>


 

Robert Gordon University, Garthdee House, Aberdeen, AB10 7QB, Scotland, UK: a Scottish charity, registration No. SC013781