Module overview
Important revolutions in communication emerged from long-term visions of freedom of expression, sharing ideas and connecting civilizations and knowledge for the benefit of societies – large or niche ones. The digital age transformed the communication process, requiring new business strategies, efficient planning, and acute understanding of the latest dimensions in technological advancement. The module will introduce students to the planned integrated marketing strategies, a methodical, critical and planned perspective on how to use the new techniques effectively in the actual digital business environment.
Aims and Objectives
Learning Outcomes
Subject Specific Intellectual and Research Skills
Having successfully completed this module you will be able to:
- analyse and apply digital marketing principles and techniques;
- differentiate alternative marketing strategies based on theoretical concepts.
Knowledge and Understanding
Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:
- the role of the Digital Marketing within the overall Integrated Marketing Strategy;
- the challenges and opportunities for marketing strategy in Digital Age organisations and markets.
Transferable and Generic Skills
Having successfully completed this module you will be able to:
- demonstrate effective oral and/or written communications.
- critically analyse marketing concepts;
Syllabus
- Introduction to Digital Marketing studies
- The analysis of digital environmental factors
- How to structure the Digital Marketing Strategy?
- The specificity of the Digital Marketing Mix
- The main Digital Marketing Communication Techniques
- Content Marketing and Content Audit
- Integrating identity and strategy into the overall Marketing strategy
- Designing an Integrated Marketing Communication plan
- How to measure and improve the effectiveness of the Digital Marketing Strategy?
Learning and Teaching
Teaching and learning methods
Teaching methods include:
- 12 x 2 hour lectures; 10 weekly case study based seminars
- Sources of information; guest presentations; practical cases
Teaching Hours includes lectures, seminars tutorials, project supervisions, demonstration sessions, practical classes and workshops, external guests, work based learning.
Academic Integrity and Professional Conduct:
Academic integrity means conducting all aspects of your academic life in a professional manner.
Please read the guidance provided by the University:
http://southampton.likn.co/assets/imported/transforms/content-block/UsefulDownloads_Download/AAA325B0BCDE4123BF24D81F85B8882C/Academic%20Integrity%20Guidance%20for%20Students.pdf
Type | Hours |
---|---|
Preparation for scheduled sessions | 24 |
Seminar | 10 |
Follow-up work | 22 |
Wider reading or practice | 20 |
Revision | 20 |
Completion of assessment task | 30 |
Lecture | 24 |
Total study time | 150 |
Resources & Reading list
Textbooks
Dave C, Ellis-Chadwick, F. (2016, 2012). Digital marketing: strategy, implementation and practice. Harlow: Pearson.
Tuten, T.L & Solomon, M.R. (2015). Social media marketing. London: Sage.
Kovarik, Bill (2016). Revolutions in Communication. Media History from Gutenberg to the Digital Age. Bloomsbury Academic.
Assessment
Formative
This is how we’ll give you feedback as you are learning. It is not a formal test or exam.
Lectures and Seminars
- Assessment Type: Formative
- Feedback: Formative feedback will be provided in seminars, office hours, and via email to students completing exercises, or wanting to discuss their work in detail. Students can contact the module leader to receive formative feedback.
- Final Assessment: No
- Group Work: No
Summative
This is how we’ll formally assess what you have learned in this module.
Method | Percentage contribution |
---|---|
Individual Strategic Marketing Plan | 100% |
Referral
This is how we’ll assess you if you don’t meet the criteria to pass this module.
Method | Percentage contribution |
---|---|
Individual Strategic Marketing Plan | 100% |
Repeat
An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.
Method | Percentage contribution |
---|---|
Individual Strategic Marketing Plan | 100% |
Repeat Information
Repeat type: Internal & External