Digital Marketing Planning
| Module title | Digital Marketing Planning |
|---|---|
| Module code | BEMM782 |
| Academic year | 2024/5 |
| Credits | 15 |
| Module staff | Mrs Annette Harpham (Convenor) |
| Duration: Term | 1 | 2 | 3 |
|---|---|---|---|
| Duration: Weeks | 11 |
| Number students taking module (anticipated) | 120 |
|---|
Module description
Digital marketing is an essential part of the marketing plan for most organisations. Today’s marketing professionals must prove they can use digital communication channels adeptly to build brands, satisfy customers, generate revenue and increase loyalty. On this fast-paced, authentic module you will take the role of a digital marketing consultant as you work on a live case study provided by a real organisation. You will learn theories and skills for key areas of digital marketing and apply these to the client’s real-world business challenge. Through preparing a digital marketing audit for the client, you will develop your skills of analysis, secondary research and benchmarking. Moving on, you will learn and apply your skills of strategy, creativity and planning as you develop a digital campaign plan to achieve the client’s aims.
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 add value to an organisation in our community.
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. Effectively utilise digital marketing tools to complete a detailed digital marketing audit and benchmark performance
- 3. Propose 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. Effectively communicate detailed, evidence-led and compelling recommendations
- 7. Exhibit highly developed analytical and evaluative skills
Syllabus plan
Indicative course content includes:
- Undertaking a digital marketing audit
- Understanding the digital ‘consumer’
- Digital marketing strategy
- Developing a creative concept
- Digital marketing tools and techniques
- Digital marketing planning
- 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 |
|---|---|---|
| 20 | 130 | 0 |
Details of learning activities and teaching methods
| Category | Hours of study time | Description |
|---|---|---|
| Scheduled learning and teaching activity | 20 | Lectures and seminars |
| Guided independent study | 130 | Reading and assignment preparation |
Formative assessment
| Form of assessment | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
|---|---|---|---|
| Feedback on activities in seminars | During seminars | 1-7 | Verbal |
| Early stage campaign concept feedback | One page outline | 1,6 | 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 |
|---|---|---|---|---|
| Digital audit | 40 | 1,250 words | 2,4,5,7 | Written |
| Digital marketing plan | 60 | 2,250 words | 1-3, 5-7 | 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 |
|---|---|---|---|
| Digital audit (40%) | Digital audit 1,250 words (40%) | 2,4,5,7 | Referral/deferral period |
| Digital marketing plan (60%) | Marketing plan 2,250 words (60%) | 1-3, 5-7 | Referral/deferral period |
Re-assessment notes
Deferral – if you have been deferred for any assessment you will be expected to submit the relevant assessment. The mark given for a re-assessment taken as a result of deferral will not be capped and will be treated as it would be if it were your first attempt at the assessment.
Referral – if you have failed the module overall (i.e. a final overall module mark of less than 50%) you will be expected to submit the relevant assessment. The mark given for a re-assessment taken as a result of referral will be capped at 50%.
Indicative learning resources - Basic reading
Core reading:
Chaffey, D. & Ellis-Chadwick, F. (2022). Digital Marketing: Strategy, Implementation and Practice. (8th ed.). Pearson.
Supplementary Texts:
Sponder, M. and Khan, G.F. (2017). Digital analytics for marketing. Routledge.
Chaffey, D. and Smith, P.R. (2023). Digital marketing excellence: planning, optimizing and integrating online marketing (6th ed.). Routledge.
Indicative learning resources - Web based and electronic resources
A reading list of relevant textbooks, journals and web resources will be available on ELE.
Indicative learning resources - Other resources
None
| Credit value | 15 |
|---|---|
| Module ECTS | 7.5 |
| Module pre-requisites | BEMM778 – Applied Digital Marketing Analytics |
| Module co-requisites | None |
| NQF level (module) | 7 |
| Available as distance learning? | No |
| Origin date | 04/05/2018 |
| Last revision date | 30/04/2024 |
