Module Database Search
| MODULE DESCRIPTOR | |||
|---|---|---|---|
| Module Title | |||
| Digital Marketing And E-commerce | |||
| Reference | BSM779 | Version | 3 |
| Created | May 2018 | SCQF Level | SCQF 11 |
| Approved | April 2015 | SCQF Points | 15 |
| Amended | June 2018 | ECTS Points | 7.5 |
| Aims of Module | |||
|---|---|---|---|
| This module will enable students to:
Understand how digital media can impact CRM and communications strategies. Evaluate a digital hospitality or tourism marketing campaign or an e-commerce project. Apply principles of best practice in the design of a digital marketing campaign. |
|||
| Learning Outcomes for Module | |
|---|---|
| On completion of this module, students are expected to be able to: | |
| 1 | Understand the key aspects of multimedia in a business strategy and in marketing communications. |
| 2 | Understand the role of different platforms in digital and mobile marketing. |
| 3 | Evaluate the strategic role of digital campaign elements in a hospitality organisation. |
| 4 | Develop a digital marketing campaign for a specified hospitality outlet |
| Indicative Module Content |
|---|
| The module begins with a short history of digital media, before moving to an analysis of online usage and the variety of motivations and forms on online communications and transactions. Students explore the business, viral marketing, communication and knowledge management uses of Web 2.0, open source developments and collaborate platforms. |
| Module Delivery |
|---|
| The module will be taught through a combination of lecture sessions, tutorials and student-led activities including website analysis and creation. |
| Indicative Student Workload | Full Time | Part Time |
|---|---|---|
| Contact Hours | 30 | 30 |
| Non-Contact Hours | 120 | 120 |
| Placement/Work-Based Learning Experience [Notional] Hours | N/A | N/A |
| TOTAL | 150 | 150 |
| Actual Placement hours for professional, statutory or regulatory body |
| ASSESSMENT PLAN | |||||
|---|---|---|---|---|---|
| If a major/minor model is used and box is ticked, % weightings below are indicative only. | |||||
| Component 1 | |||||
| Type: | Examination | Weighting: | 50% | Outcomes Assessed: | 1, 2 |
| Description: | Written examination | ||||
| Component 2 | |||||
| Type: | Coursework | Weighting: | 50% | Outcomes Assessed: | 3, 4 |
| Description: | Individual coursework | ||||
| MODULE PERFORMANCE DESCRIPTOR | |
|---|---|
| Explanatory Text | |
| The Module is assessed by two components: C1 - Examination - 50% weighting. C2 - Coursework - 50% weighting. Module Pass Mark = Grade D (40%) | |
| Module Grade | Minimum Requirements to achieve Module Grade: |
| A | At least 70% on weighted aggregate and at least 35% in each component |
| B | At least 60% on weighted aggregate and at least 35% in each component |
| C | At least 50% on weighted aggregate and at least 35% in each component |
| D | At least 40% on weighted aggregate and at least 35% in each component |
| E | At least 35% on weighted aggregate |
| F | Less than 35% on weighted aggregate |
| NS | Non-submission of work by published deadline or non-attendance for examination |
| Module Requirements | |
|---|---|
| Prerequisites for Module | None in addition to course entry requirements or equivalent. |
| Corequisites for module | None. |
| Precluded Modules | None. |
| INDICATIVE BIBLIOGRAPHY | |
|---|---|
| 1 | BLANCHARD, O., 2011. Social media ROI: managing and measuring social media efforts in your organization. Boston: Pearson. |
| 2 | CHAFFEY, D. and ELLIS-CHADWICK, F., 2012. Digital marketing: strategy, implementation and practice. 5th ed. Harlow: Pearson. |
| 3 | RYAN, D. and JONES, C., 2012. Understanding digital marketing: marketing strategies for engaging the digital generation. 2nd ed. London: Kogan. |