Digital Marketing and Communications
A good understanding of how firms, individuals, brands communicate with their stakeholders is not just useful for a future in marketing but is essential to a management career regardless of discipline or sector. Having a fundamental understanding of how you reach customers, how promotional messages are developed to meet a firm’s objectives, and then how these messages are communicated in a digital world, will benefit your overall management abilities.
By the end of this module students will have confidence in their knowledge of Digital Communications and their abilities to appreciate how different Digital Communications can maximise consumer/service user engagement.
You will not need any prior knowledge of marketing, however, if you do have previous knowledge you will find that this module will challenge you to think in different ways about the ways in which marketing theory is used in practice throughout a variety of different organisations and for differing purposes.
Full module specification
|Module title:||Digital Marketing and Communications|
|Duration of module:||
Duration (weeks) - term 3: |
The aim of this module is to enable students to gain a greater appreciation of the role of Digital Communications in the strategic management of organisations. The module will enable you:
- To explore the relevance of digital marketing and social media to an organisation and its markets.
- To understand the potential of digital technologies and social media in the achievement of strategic marketing objectives.
- To develop the knowledge and skills needed to design, implement and evaluate a digital marketing campaign.
ILO: Module-specific skills
- 1. demonstrate a critical understanding of the development of digital marketing, its associated business models and technologies, and the trends shaping its future;
- 2. articulate advanced knowledge of challenges and critical success factors involved in managing digital components of integrated marketing campaigns and continuous digital communications;
- 3. demonstrate a critical appreciation of campaign strategy, creative approaches, and performance optimisation and evaluation methodologies.
ILO: Discipline-specific skills
- 4. evaluate an organisation's current marketing capabilities including demand for, and barriers to, the use of digital marketing channels;
- 5. critically analyse quality customer data from internal and external sources, and extract relevant information, in order to devise targeted digital and mobile marketing communications;
- 6. scope, plan, implement, manage and evaluate an effective and ethical digital marketing campaign.
ILO: Personal and key skills
- 7. take a global outlook: apply creative intelligence and ethical imagination to complex problems to ensure that environmental and social governance is taken into account;
- 8. apply critical thinking: present and defend strategic analyses in multiple forms (written, verbal, digital) based on case material, desk based and empirical research;
- 9. work with a collaborative mind-set: give and receive feedback at all levels in a confident and respectful manner. Work inclusively across multi-cultural groups to research, explore and prepare a persuasive argument against an assignment or client brief;
- 10. develop an ethical perspective: improve personal effectiveness through consciously and diligently making decisions on behalf of all stakeholders, environmental, social and financial;
- 11. demonstrate technological and digital literacy: identify and apply relevant technologies to source, process and communicate accurate information.
Learning activities and teaching methods (given in hours of study time)
|Scheduled Learning and Teaching Activities||Guided independent study||Placement / study abroad|
Details of learning activities and teaching methods
|Category||Hours of study time||Description|
|Scheduled Learning and Teaching Activity||20||Seminars: Using Case Study Method of teaching, as well as workshop style sessions for practical activities such as presentations, and assessment practice|
|Scheduled Learning and Teaching Activity||15||Industryled guest speaker sessions: This course will be co-taught by marketing practitioners, working in the field of Digital Marketing|
|Guided Independent Study||115||Reading, research, analysis, writing|
|Form of assessment||Size of the assessment (eg length / duration)||ILOs assessed||Feedback method|
|Plan for report, structure etc.||Two page overview||1-11||Written & Verbal feedback|
Summative assessment (% of credit)
|Coursework||Written exams||Practical exams|
Details of summative assessment
|Form of assessment||% of credit||Size of the assessment (eg length / duration)||ILOs assessed||Feedback method|
|Project Presentation||30||10 minutes||1,3,7,10||Written & Verbal|
|Project Report (Individual)||70||3,000 words||1-11||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|
|Project Presentation (30%)||Project Presentation (10 minutes, 30%)||1,3,7,10||6 weeks after briefing|
|Project Report (70%)||Project Report (Individual) (3,000 words, 70%)||1-11||6 weeks after briefing|
- The digital marketing landscape development, nature and scope
- Understanding the digital customer
- Data capture, consumer profiling and customised marketing communications
- Integrated digital campaigns planning and execution
- Website marketing design, planning, implementation, usability, usage, etc.
- Social media, online advertising and PR, email marketing, affiliate marketing, etc.
- Search engine marketing
- Mobile communications, location-based services and mobile marketing tactics
- Affiliate marketing programmes technologies, channels, remuneration models, etc.
- Digital marketing programmes optimisation, control and evaluation
- Codes of practice, regulatory issues and digital marketing ethics
- Digital marketing futures
The summative assessment of the module is designed to test the acquisition and articulation of knowledge and critical understanding, and skills of application and interpretation within the business context
Indicative learning resources - Basic reading
Chaffey, D. and Ellis-Chadwick, F. (2012) Digital Marketing Strategy, Implementation and Practice, Pearson 5th Edition
Roberts, M., & Zahay, D. (2012). Internet Marketing: Integrating Online and Offline Strategies. 3rd edition, Cengage Learning
Ryan, D. and Jones, C. (2012) Understanding Digital Marketing, Kogan Page https://www.dawsonera.com/abstract/9780749478445
Ryan, D. and Jones, C. (2012) The Best Digital Marketing Campaigns in the World, Mastering the art of customer engagement, Kogan Page
Wymbs C. (2011) Digital Marketing: The Time for a New “Academic Major” Has Arrived
Articles and papers sourced from the following journals:
Journal of Consumer Marketing
Journal of Digital and Social Media Marketing
Journal of Research in Interactive Marketing
Journal of Marketing Education
Module has an active ELE page?
Indicative learning resources - Web based and electronic resources
College to provide hyperlink to appropriate pages
Indicative learning resources - Other resources
Other resources: Various Readings, Videos, Guest Lectures, Webinars etc
Last revision date