Module BUSI47I15: DIGITAL MARKETING STRATEGIES (TAUGHT)

Department: Management and Marketing

BUSI47I15: DIGITAL MARKETING STRATEGIES (TAUGHT)

Tied To

• N1N107: Entrepreneurship (for students entering in April 2014 only) (see Postgraduate Handbook 2017-2018 for details)
• N2K507: Management (for students entering between Oct 2013 - Oct 2014) (see Postgraduate Handbook 2018-2019 for details)
• N5K407: Marketing (for students entering in April 2013 only) (see Postgraduate Handbook 2016-2017 for details)
• N6K207: Human Resource Management (for students entering from October 2013) (see Postgraduate Handbook 2016-2017 for details)

Pre-requisites

Corequisites

Excluded Combinations

Aims

• 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

Content

• 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

Learning Outcomes

• On completion of the module students should have:
• a critical understanding of the development of digital marketing, its associated business models and technologies, and the trends shaping its future
• advanced knowledge of challenges and critical success factors involved in managing digital components of integrated marketing campaigns and continuous digital communications
• a critical appreciation of campaign strategy, creative approaches, and performance optimisation and evaluation methodologies

• By the end of the module, students should:
• be able to evaluate an organisation's current marketing capabilities including demand for, and barriers to, the use of digital marketing channels
• be able to collect quality customer data from internal and external sources, assess and extract relevant information, and devise targeted digital and mobile marketing communications
• be able to scope, plan, implement, manage and evaluate an effective and ethical digital marketing campaign

• In addition, students will have had the opportunity to further develop the following key skills:
• effective written communication skills
• planning, organising and time management skills
• problem solving and analytical skills
• the ability to use initiative
• advanced skills in the interpretation of data
• advanced computer literacy skills

Modes of Teaching, Learning and Assessment and how these contribute to the learning outcomes of the module

• Learning outcomes will be met through a combination of taught input, groupwork, case studies and discussion, supported by guided reading and specially-written self-study material.
• 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.

Teaching Methods and Learning Hours

Summative Assessment

Formative Assessment

Continuous assessment and feedback on group performance in a digital marketing campaign simulation exercise.