Digital Marketing Planning
| Module title | Digital Marketing Planning |
|---|---|
| Module code | BEMM782 |
| Academic year | 2023/4 |
| Credits | 15 |
| Module staff | Mrs Annette Harpham (Convenor) Mrs Annette Harpham (Lecturer) |
| Duration: Term | 1 | 2 | 3 |
|---|---|---|---|
| Duration: Weeks | 11 |
| Number students taking module (anticipated) | 120 |
|---|
Module description
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 focused 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 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., You will be tasked with applying this learning to better understand how clients 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 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 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 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
- 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 |
|---|---|---|
| 20 | 130 | 0 |
Details of learning activities and teaching methods
| Category | Hours of study time | Description |
|---|---|---|
| Scheduled learning and teaching activity | 20 | 10 x 1 hour whole cohort sessions & seminars |
| Guided independent study | 130 | Core and supplementary reading, individual assignments |
Formative assessment
| Form of assessment | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
|---|---|---|---|
| Seminar discussion | 8 hours of seminar | 1-7 | Verbal |
| Campaign concept feedback | 1 page outline | 1,3,5 | 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 | 1,3,4,6,7 | 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 |
|---|---|---|---|
| Digital audit (40%) | Digital audit 1,250 words (40%) | 2,4,5,7 | Relevant re-assessment period |
| Digital marketing plan (60%) | Marketing plan 2,250 words (60%) | 1,3,4,6,7 | Relevant re-assessment period |
Indicative learning resources - Basic reading
- Chaffey, D. & Ellis-Chadwick, F. (2019) Digital Marketing: Strategy, Implementation and Practice. 7th Edition. Harlow, Pearson
Indicative learning resources - Web based and electronic resources
ELE Module pages
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 | 05/04/2023 |
