Digital Marketing: Engaging with the Customer

Learning Outcomes

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

• apply ideas and knowledge to a range of e-marketing contexts.
• critically evaluate how the Internet can be used to improve customer support and communications, offer new channels to market, personalise products and generate new business;

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

• the implications of encouraging customer collaboration and product endorsement at the expense of control of the marketing message.
• the scale and scope of the strategic marketing opportunities presented by Internet developments;

Transferable and Generic Skills

Having successfully completed this module you will be able to:

• critically analyse and evaluate business problems.

Integrating marketing communications across multiple channels; Online consumer behaviour and segmentation; Search engine optimisation; Affiliate marketing; Email marketing; Advertising and videocasting; Measuring communication effectiveness online.

24 hours of lectures and 10 hours of seminars.

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 lectures, seminars, office hours, and via email when questions are asked of the module leader.
• Final Assessment: No
• Group Work: No

Summative

This is how we’ll formally assess what you have learned in this module.

Referral

This is how we’ll assess you if you don’t meet the criteria to pass this module.

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.