Module Database Search
| MODULE DESCRIPTOR | |||
|---|---|---|---|
| Module Title | |||
| Strategic Digital Marketing | |||
| Reference | CB3049 | Version | 1 |
| Created | January 2020 | SCQF Level | SCQF 9 |
| Approved | March 2020 | SCQF Points | 15 |
| Amended | ECTS Points | 7.5 | |
| Aims of Module | |||
|---|---|---|---|
| To develop an understanding of digital marketing strategy and the effective use of contemporary online digital marketing tools and tactics in specific contexts. | |||
| Learning Outcomes for Module | |
|---|---|
| On completion of this module, students are expected to be able to: | |
| 1 | Examine the key elements of a digital marketing strategy |
| 2 | Appraise the use of digital marketing frameworks and theories in developing digital strategies |
| 3 | Assess and synthesise theory and application of practical skills and tools in relation to digital marketing |
| 4 | Evaluate and appraise digital marketing decisions and success in relation to business goals |
| Indicative Module Content |
|---|
| Digital marketing strategy provides the overall structure, giving attention to content marketing, social media marketing, search engine optimisation (SEO), online advertising, email marketing, website optimisation and web analytics. Internal and external factors influencing the digital communications process will be analysed. The importance of measuring and evaluating digital success is emphasised throughout. Practical digital tools and tactics will be discussed, focusing on how they align and contribute to the overall business strategy. |
| Module Delivery |
|---|
| The module is delivered in a blended mode through online self-study materials and supported workshops. |
| Indicative Student Workload | Full Time | Part Time |
|---|---|---|
| Contact Hours | N/A | 12 |
| Non-Contact Hours | N/A | 138 |
| Placement/Work-Based Learning Experience [Notional] Hours | N/A | N/A |
| TOTAL | N/A | 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: | Portfolio Assessment composed of a Business Report and Reflective Commentary | ||||
| 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.R., 2017. Digital marketing excellence: planning, optimizing and integrating online marketing. 5th ed. Oxon: Routledge |
| 2 | ECONSULTANCY, 2018. Practical, relevant and immediate. [online]. London: Econsultancy. Available from: https://econsultancy.com |
| 3 | FILL, C. and TURNBULL, S., 2016. Marketing communications: discovery, creation and conversions. 7th ed. Harlow: Pearson. |
| 4 | MOZ, 2018. The Moz Blog. [online]. Seattle: Moz. Available from: https://moz.com/blog |
| 5 | SMART INSIGHTS, 2018. Plan, manage and optimize your marketing. [online]. Leeds: Smart Insights. Available from: http://www.smartinsights.com/ |