Module
Strategic Digital Marketing Practice
Module description
Digital technologies and so-called’ big data’ are now a key feature of marketing, infiltrating many aspects of our lives and changing the way in which we live and interact with others, including brands. This module will focus on helping you to develop the skills, knowledge and confidence to respond proactively in this marketing environment characterised by complexity and change.
Working closely with local organisations, 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 you the opportunity to develop creative solutions that 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 then be challenged to apply this learning to better understand how your case study organisation can utilise the digital environment to generate greater awareness, loyalty and customer satisfaction.
Full module specification
| Module title: | Strategic Digital Marketing Practice |
|---|---|
| Module code: | BEM3069 |
| Module level: | 3 |
| Academic year: | 2023/4 |
| Module lecturers: |
|
| Module credit: | 15 |
| ECTS value: | 7.5 |
| Pre-requisites: | BEM1019 Fundamentals of Marketing and BEM2016 Consumer Behaviour |
| Co-requisites: | None |
| Duration of module: |
Duration (weeks) - term 2: 11 |
Module aims
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 identify practical solutions that can add value to an organisation in our wider community.
This fast-paced and applied module will be particularly suited to students who wish to develop skills that will help prepare them for the workplace.
ILO: Module-specific skills
- 1. create an effective marketing plan in response to a customer brief.;
- 2. Utilise digital marketing tools to understand and benchmark performance
- 3. Develop detailed, well-evidenced and co-ordinated proposals for marketing actions
ILO: Discipline-specific skills
- 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
- 6. Communicate detailed, evidence-led and compelling recommendations
- 7. Apply advanced analytical and evaluative skills
Learning activities and teaching methods (given in hours of study time)
| Scheduled Learning and Teaching Activities | Guided independent study | Placement / study abroad |
|---|---|---|
| 18 | 132 | 0 |
Details of learning activities and teaching methods
| Category | Hours of study time | Description |
|---|---|---|
| Scheduled learning and teaching activity | 10 | 10 x 1 hour whole cohort session |
| Scheduled learning and teaching activities | 8 | 8 x 1 hour seminars |
| Guided Independent Study | 132 | 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 | 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 |
| 0 | ||||
| 0 | ||||
| 0 | ||||
| 0 |
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 | Digital Audit (1,250 words, 40%) | 2,4,5,7 | July/August re-assessment period |
| Digital Marketing Plan | Marketing plan (2,250 words, 60%) | 1,3,4,6,7 | July/August re-assessment period |
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
Indicative learning resources - Basic reading
Core Text:
Chaffey, D. & Ellis-Chadwick, F. (2019) Digital Marketing: Strategy, Implementation and Practice. 7th Edition. Harlow, Pearson
Supplementary Text:
Sponder, M. and Khan, G.F. (2017) Digital analytics for marketing. Abingdon, Routledge
Module has an active ELE page?
Yes
Indicative learning resources - Web based and electronic resources
A reading list of up to date peer reviewed journal articles and web resources to accompany the lectures will be made available on ELE.
Origin date
20/01/2022
Last revision date
20/01/2022