Digital Marketing and Society
| Module title | Digital Marketing and Society |
|---|---|
| Module code | BEMM775 |
| Academic year | 2019/0 |
| Credits | 15 |
| Module staff | Ms Emma Wood (Convenor) |
| Duration: Term | 1 | 2 | 3 |
|---|---|---|---|
| Duration: Weeks | 11 |
| Number students taking module (anticipated) | 100 |
|---|
Module description
This module, in partnership with integrated creative communications agency, such as Exeter-based AB, focuses on the role and consequences of digital technology and social media for both marketing practice and culture more generally. Digital marketing has fast become an essential area of marketing for many, if not all, organisations. Not only that, it has become an integral part of our daily lives. Digital marketing is not only marked by significant cultural changes, but also changes in the ways that marketers operate and relate to consumers, and the way that we operate and relate to one another. Along with these changes come far-reaching implications related to data security and privacy, social relations, among many others. Looking across a variety of issues, this course interrogates the relationship between digital and ‘traditional’ marketing strategy, with a critical eye to societal implications. As such, this course begins by examining digital marketing tools, practices and strategies. Next, it considers how ‘consumers’ engage with digital marketing and what it means to live in a digital world.
Module aims - intentions of the module
This module provides students with an understanding of digital marketing as a practice as well as an in-depth analysis of cultural and social implications of digital marketing. Students will be given the opportunity to work with a digital marketing firm (such as AB), to develop their ideas using a case study.
Intended Learning Outcomes (ILOs)
ILO: Module-specific skills
On successfully completing the module you will be able to...
- 1. Demonstrate core knowledge and critical understanding of the marketing techniques, tools and methods required to develop and evaluate a digital marketing strategy.
- 2. Critically evaluate the implications of digital marketing from theoretical, cultural and practical perspectives
ILO: Discipline-specific skills
On successfully completing the module you will be able to...
- 3. Critically reflect on digital marketing practices
- 4. Critically evaluate the implications of digital marketing on marketing and the marketplace
ILO: Personal and key skills
On successfully completing the module you will be able to...
- 5. Demonstrate written communication expertise of key practices and implications of digital marketing
- 6. Demonstrate creativity in the application of digital marketing practices, discussing digital strategy within the context of the modern business and its international context
- 7. Exhibit analytical and evaluative skills of both the practice of digital marketing and societal implications
- 8. Exhibit critical thinking skills
Syllabus plan
- Marketing in a digital culture
- Understanding a digital marketing audit
- Digital marketing strategy
- Understanding the digital ‘consumer’
- Exploring digital economies
- Ethics of digital marketing: surveillance, privacy and security
Learning activities and teaching methods (given in hours of study time)
| Scheduled Learning and Teaching Activities | Guided independent study | Placement / study abroad |
|---|---|---|
| 26 | 124 | 0 |
Details of learning activities and teaching methods
| Category | Hours of study time | Description |
|---|---|---|
| Lectures | 22 hours | 11 x 2 hour lectures |
| Seminars | 4 hours | 4 x 2 hour seminars (fortnightly) |
| Independent Study | 124 hours | Core or supplementary reading, individual assignments |
Formative assessment
| Form of assessment | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
|---|---|---|---|
| Seminar discussions | 4 hours of tutorials | 1-4,6,7 | Verbal |
| Challenge participation | Weeks 1-11 | 3-4, 7-8 | Verbal |
Summative assessment (% of credit)
| Coursework | Written exams | Practical exams |
|---|---|---|
| 100 | 0 | 0 |
Details of summative assessment
| Form of assessment | % of credit | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
|---|---|---|---|---|
| Portfolio A: Audit & Analysis (report) | 25 | 1250 words | 1-8 | Written |
| Portfolio B: campaign planning (report) | 55 | 1750 words | 1-3, 5-8 | Written |
| Portfolio C: content creation (PDF) | 20 | Equivalent of 500 words (250 word blog and visuals) | 5-6 | Written |
Details of re-assessment (where required by referral or deferral)
| Original form of assessment | Form of re-assessment | ILOs re-assessed | Timescale for re-assessment |
|---|---|---|---|
| Portfolio A | Resubmission 1250 words | 1-8 | July/August |
| Portfolio B | Resubmission 1750 words | 1-3, 5-8 | July/August |
| Portfolio C | Resubmission equivalent 500 words | 5-6 | July/August |
Indicative learning resources - Basic reading
Chaffey, D., & Ellis-Chadwick, F. (2016) Digital Marketing: Strategy, Implementation and Practice. 6th Edition. Pearson.
| Credit value | 15 |
|---|---|
| Module ECTS | 7.5 |
| Module pre-requisites | None |
| Module co-requisites | BEMM148, BEMM120 |
| NQF level (module) | 7 |
| Available as distance learning? | No |
| Origin date | 04/05/2018 |
| Last revision date | 16/07/2019 |