Digital Marketing: Theory, Culture and Practice
This module, in partnership with integrated creative communications agency AB, explores the role and consequences of digital technologies for both marketing practice and culture. Digital technologies are now pervasive, infiltrating many aspects of our lives. Digital technologies are not mere tools to achieve traditional business and marketing goals; they are part of a paradigm shift, with an increasing emphasis on social interaction and consumer collaboration. From this perspective, not only does this module consider the implications, opportunities and challenges faced by marketing practitioners in a digital setting, but it also critically examines implications for social life through academic theory. As such in this module we first explore digital marketing methods, practices and strategy, the focus of group-work. Next, we consider the position of the consumer before situating digital marketing and consumer collaboration in a wider cultural context. Finally, we consider the implications of digital marketing for social life.
Full module specification
|Module title:||Digital Marketing: Theory, Culture and Practice|
BEM1019 Fundamentals of Marketing and BEM2016 Consumer Behaviour
|Duration of module:||
Duration (weeks) - term 2: |
- To advance understanding of the social setting fuelled by the rise of digital technologies.
- To hone critical thinking skills by examining not only marketing practices but also cultural implications through academic theory.
- To encourage the development of a creative, strategic approach to digital marketing practice, focusing on opportunities, challenges and implications.
- To encourage the confidence and ability to engage responsively and proactively in an environment characterised by complexity and change.
ILO: Module-specific skills
- 1. Explain the social paradigm which comes along with the rise of digital technologies, and critically discuss implications for social life
- 2. Creatively employ digital marketing tools and strategies to meet organisational/marketing goals
- 3. Critically analyse the suitability and ethics of different digital marketing practices
ILO: Discipline-specific skills
- 4. Critically reflect on digital marketing practices
- 5. Critically synthesise academic literature and evaluate implications of digital marketing on social life through academic theory
ILO: Personal and key skills
- 6. part in the creation of a digital marketing campaign
- 7. Communicate effectively using digital marketing tools
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 Activities||22||Lectures (11 x 2 hours)|
|Scheduled Learning and Teaching Activities||4||Tutorials|
|Guided Independent Study||124||Reading and assignment preparation|
|Form of assessment||Size of the assessment (eg length / duration)||ILOs assessed||Feedback method|
|Feedback on activities in seminars||During Seminars||1-7||Verbal|
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|
|Portfolio contribution, part 1||25||Portfolio contribution, part 1||3,4, 6||Written|
|Portfolio contribution, parts 2||75||3000 words||1,2,3,5,7||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|
|Portfolio contribution, part 1||Portfolio contribution, part 1||3,4, 6||July/August|
|Portfolio contribution, parts 2||Portfolio contribution, parts 2||1,2,3,5,7||July/August|
- Marketing in a digital world
- Digital marketing strategy and practice
- Digital marketing tools and technique
- Understanding the digital consumer
- Digital self and implications for identity
- Digital economies and implications for business models
- The ethics of digital marketing: security, privacy and surveillance
Indicative learning resources - Basic reading
Fuchs, C. (2017). Social Media: A Critical Introduction. Sage.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy, Implementation and Practice. 7th Edition. Pearson.
A reading list of journal articles and web resources to accompany the lectures will be made available.
Supplementary: Roberts, M., & Zahay, D. (2012). Internet Marketing: Integrating Online and Offline Strategies. Cengage Learning.
A reading list of up to date peer reviewed journal articles and web resources to accompany the lectures will be made available on ELE.
Module has an active ELE page?
Last revision date