Module Database Search
| MODULE DESCRIPTOR | |||
|---|---|---|---|
| Module Title | |||
| Digital Marketing | |||
| Reference | CBM035 | Version | 2 |
| Created | January 2020 | SCQF Level | SCQF 11 |
| Approved | February 2019 | SCQF Points | 15 |
| Amended | June 2020 | ECTS Points | 7.5 |
| Aims of Module | |||
|---|---|---|---|
| To develop an advanced understanding and application of online marketing strategy and the effective use of practical digital marketing tools and practices. | |||
| Learning Outcomes for Module | |
|---|---|
| On completion of this module, students are expected to be able to: | |
| 1 | Critically examine and critique the key elements of an effective digital marketing strategy. |
| 2 | Critically analyse the use of relevant digital marketing frameworks and theories in developing specific digital strategies. |
| 3 | Successfully apply a range of digital marketing skills and techniques in response to a practical marketing scenario. |
| 4 | Appraise digital marketing decisions and their success in relation to campaign management and strategy. |
| Indicative Module Content |
|---|
| Introduction to digital marketing strategy; online consumer behaviour; the decision making process in the digital age; Google Analytics; Search Engine Optimisation; the role of paid advertising; tracking and measuring online success. |
| Module Delivery |
|---|
| This module will be delivered using lectures and tutorials, interactive group discussions, practical lab sessions and directed self study. |
| Indicative Student Workload | Full Time | Part Time |
|---|---|---|
| Contact Hours | 33 | N/A |
| Non-Contact Hours | 117 | 150 |
| 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: | Coursework | Weighting: | 100% | Outcomes Assessed: | 1, 2, 3, 4 |
| Description: | Individual Practical Assessment. | ||||
| MODULE PERFORMANCE DESCRIPTOR | |
|---|---|
| Explanatory Text | |
| The calculation of the overall grade for this module is based on 100% weighting of C1. An overall minimum grade D is required to pass the module. | |
| Module Grade | Minimum Requirements to achieve Module Grade: |
| A | The student needs to achieve an A in C1. |
| B | The student needs to achieve a B in C1. |
| C | The student needs to achieve a C in C1. |
| D | The student needs to achieve a D in C1. |
| E | The student needs to achieve an E in C1. |
| F | The student needs to achieve an F in C1. |
| NS | Non-submission of work by published deadline or non-attendance for examination |
| Module Requirements | |
|---|---|
| Prerequisites for Module | None. |
| Corequisites for module | None. |
| Precluded Modules | None. |
| INDICATIVE BIBLIOGRAPHY | |
|---|---|
| 1 | CHAFFEY, D. and SMITH, P., 2017. Digital Marketing Excellence. New York: Routledge. |
| 2 | CHARLESWORTH, A., 2018. Digital Marketing: A Practical Approach. 3rd ed. Oxon: Routledge. |
| 3 | DODSON, I., 2016. The Art of Digital Marketing: The definitive guide to creating strategic, targeted and measurable online campaigns. New Jersey: Wiley & Sons Inc. |
| 4 | FILL, C., 2016. Marketing Communications: Brands, experience and participation.7th ed. Harlow: Pearson. Available as Ebook. |
| 5 | JUSKA, J. M., 2017. Integrated Marketing Communications: Advertising and Promotion in a Digital World. New York: Routledge. Available as Ebook. |