Module
Digital Marketing and Society
Module description
This module 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. Working closely with local businesses, 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 participants the opportunity to develop creative solutions to 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. Next, we apply this learning to better understand how clients can utilise the digital environment to generate greater awareness, loyalty and customer satisfaction.
Full module specification
| Module title: | Digital Marketing and Society |
|---|---|
| Module code: | BEMM775 |
| Module level: | M |
| Academic year: | 2020/1 |
| Module lecturers: |
|
| Module credit: | 15 |
| ECTS value: | 7.5 |
| Pre-requisites: | None |
| Co-requisites: | BEMM148, BEMM120 |
| Duration of module: |
Duration (weeks) - term 2: 10 |
Module aims
This module provides students with an understanding of digital marketing and how academic 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.
ILO: Module-specific skills
- 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 theory and effectively apply this to address real-world challenges.
ILO: Discipline-specific skills
- 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
- 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. effectively utilise digital marketing tools to understand and benchmark performance.
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 |
|---|---|---|
| Scheduled Learning and Teaching Activity | 20 | 10 x 2 hour lectures |
| Scheduled Learning and Teaching Activity | 6 | (Fortnightly) 6 x 1 hour seminars |
| Guided Independent Study | 124 | Core or supplementary reading, individual assignments |
Formative assessment
| Form of assessment | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
|---|---|---|---|
| Seminar discussions | 6 hours of tutorials | 1-4,7-8 | Verbal |
| Campaign concept feedback | 1 page outline | 1-8 | 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 |
|---|---|---|---|---|
| Digital audit | 30 | 1,000 words | 1-8 | Written |
| Digital marketing plan | 70 | 2,500 words | 1-3, 5-8 | 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 (30%) | Digital audit 1,000 (30%) | 1-8 | July/August Reassessment Period |
| Digital marketing plan (70%) | Marketing plan 2,500 (70%) | 1-3, 5-8 | July/August Reassessment Period |
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
Indicative learning resources - Basic reading
Chaffey, D. & Ellis-Chadwick, F. (2019) Digital Marketing: Strategy, Implementation and Practice. 7th Edition. Harlow, Pearson
Module has an active ELE page?
Yes
Origin date
04/05/2018
Last revision date
25/08/2020