Module BUSI1221: Introduction to Digital Marketing

Department: Management and Marketing

BUSI1221: Introduction to Digital Marketing

Prerequisites

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Corequisites

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Excluded Combination of Modules

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Aims

• draw upon the latest research in the digital marketing arena to prepare students for the future challenges of marketing in the new digital environment
• explore the enormous possibilities enabled by the latest development in digital technologies such as big data analytics, machine learning, artificial intelligence (AI), Internet of Things (IoT), Virtual Reality (VR) and Augmented Reality (AR)
• examine the opportunities and implications for companies or brands to interact with their customers and provide engaging customer experiences

Content

• VR and AR for marketing and customer experiences
• Mobile social media and social commerce
• Marketing in the sharing economy
• The smart ecosystem: IoT, smart living and smart cities
• Understanding the digital consumer: Big data analytics, machine learning and AI
• Automation of integrated marketing communication campaigns
• Automation of user interactions (Chatbots)
• The ethics and morality of digital marketing practises

Learning Outcomes

• By the end of the module students will have a grounded understanding of:
• The application of the latest digital technologies in marketing such as big data analytics, machine learning and AI, VR and AR.
• The impact of new digital technologies on consumer experiences.
• Ethics and morality of applying new digital technologies in marketing.

• By the end of the module students will be able to:
• Assess the opportunities and threats of new digital technologies;
• Evaluate the role of digital technologies such as AI, IoT, VR and AR in enhancing customer experiences and marketing effectiveness;
• Appraise the moral and ethical challenges of adopting new digital technologies in marketing.

• 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
• Cooperative learning
• Peer review 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 lectures, workshops, group work (and note taking) and discussion, supported by guided reading
• The summative assessment of the module takes the form of a digital marketing campaign planning project, designed to test the depth and articulation of knowledge and critical understanding, and skills of application and interpretation within a marketing context.

Teaching Methods and Learning Hours

Summative Assessment

Formative Assessment:

Formative assessment on this module is embedded in the workshops, with continuous feedback and peer review throughout; specifically, students will work in designated groups, performing tutor-led activities that engage with and critique a range of digital marketing stimuli and technologies.

■ Attendance at all activities marked with this symbol will be monitored. Students who fail to attend these activities, or to complete the summative or formative assessment specified above, will be subject to the procedures defined in the University's General Regulation V, and may be required to leave the University