Strategic Digital Marketing Practice
Module title | Strategic Digital Marketing Practice |
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Module code | BEM3069 |
Academic year | 2023/4 |
Credits | 15 |
Module staff | Mrs Emma Wood () |
Duration: Term | 1 | 2 | 3 |
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Duration: Weeks | 11 |
Number students taking module (anticipated) | 140 |
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Module description
Digital technologies and so-called’ big data’ are now a key feature of marketing, infiltrating many aspects of our lives and changing the way in which we live and interact with others, including brands. This module will focus on helping you to develop the skills, knowledge and confidence to respond proactively in this marketing environment characterised by complexity and change.
Working closely with local organisations, this module takes a strategic approach to utilising digital channels to address marketing challenges. By responding to the brief set by a live case study, this module offers you the opportunity to develop creative solutions that deliver real-world benefits. We start by exploring the dynamic and disruptive nature of digital marketing before progressing to consider the role of metrics and online tools. You will then be challenged to apply this learning to better understand how your case study organisation can utilise the digital environment to generate greater awareness, loyalty and customer satisfaction.
Module aims - intentions of the module
This module aims to provide you with an understanding of digital marketing and how both marketing theory and modern practice can be applied to real-world challenges. Students will be given the opportunity to work with a live case study to develop their ideas and identify practical solutions that can add value to an organisation in our wider community.
This fast-paced and applied module will be particularly suited to students who wish to develop skills that will help prepare them for the workplace.
Intended Learning Outcomes (ILOs)
ILO: Module-specific skills
On successfully completing the module you will be able to...
- 1. Create an effective digital marketing plan in response to a customer brief;
- 2. Utilise digital marketing tools to understand and benchmark performance;
- 3. Develop detailed, well-evidenced and co-ordinated proposals for marketing actions;
ILO: Discipline-specific skills
On successfully completing the module you will be able to...
- 4. Critically reflect on digital marketing practices and performance;
- 5. Identify and evaluate relevant data to build a detailed understanding of customer needs and behaviour;
ILO: Personal and key skills
On successfully completing the module you will be able to...
- 6. Communicate detailed, evidence-led and compelling recommendations;
- 7. Apply advanced analytical and evaluative skills.
Syllabus plan
- Marketing in a digital culture
- Understanding a digital marketing audit
- Understanding the digital ‘consumer’
- Digital marketing strategy
- Digital marketing tools and techniques
- Developing a creative concept
- Measuring and monitoring campaign performance
Learning activities and teaching methods (given in hours of study time)
Scheduled Learning and Teaching Activities | Guided independent study | Placement / study abroad |
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18 | 132 | 0 |
Details of learning activities and teaching methods
Category | Hours of study time | Description |
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Scheduled learning and teaching activity | 10 | 10x1 hour whole cohort session |
Scheduled learning and teaching activity | 8 | 8x1 hour seminars |
Guided Independent Study | 132 | Reading and assignment preparation |
Formative assessment
Form of assessment | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
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Feedback on activities in seminars | During seminars | 1-7 | Verbal |
Early stage campaign concept feedback | One page outline | 1,3,5 | Verbal |
Summative assessment (% of credit)
Coursework | Written exams | Practical exams |
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100 | 0 | 0 |
Details of summative assessment
Form of assessment | % of credit | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
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Digital Audit | 40 | 1,250 words | 2, 4, 5, 7 | Written |
Digital Marketing Plan | 60 | 2,250 words | 1, 3, 4, 6, 7 | 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 |
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Digital Audit | Digital Audit (1,250 words, 40%) | 2, 4, 5, 7 | Referral/Deferral Period |
Digital Marketing Plan | Marketing plan (2,250 words, 60%) | 1, 3, 4, 6, 7 | Referral/Deferral period |
Indicative learning resources - Basic reading
Core Text:
Chaffey, D. & Ellis-Chadwick, F. (2022) Digital Marketing: Strategy, Implementation and Practice. 8th Edition. Pearson
Supplementary Text:
Sponder, M. and Khan, G.F. (2017) Digital analytics for marketing. Abingdon, Routledge
Chaffey, D. and Smith, P.R. (2023) Digital marketing excellence: planning, optimizing and integrating online marketing. 6th edition. Routledge.
Indicative learning resources - web based and electronic resources:
A reading list of up to date peer reviewed journal articles and web resources to accompany the lectures will be made available on ELE.
Credit value | 15 |
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Module ECTS | 7.5 |
Module pre-requisites | BEM1019 Fundamentals of Marketing and BEM2016 Consumer Behaviour |
Module co-requisites | None |
NQF level (module) | 6 |
Available as distance learning? | No |
Origin date | 20/01/2022 |
Last revision date | 26/01/2024 |