Module overview
There is an unprecedented range of applications that support digital marketing, ranging from ‘out of the box’ applications to support changing digital ecosystem such as e-mail marketing, search engine marketing, social media marketing, affiliate/influencer marketing as well as enabling technologies for marketing such as website design, user experience implementation, engagement and metrics
Aims and Objectives
Learning Outcomes
Subject Specific Intellectual and Research Skills
Having successfully completed this module you will be able to:
- Provide critical accounts of specific examples of marketing practice.
- Critically assess marketing technologies to support specific marketing objectives.
- Identify and use theory to support analysis of aspects for contemporary marketing.
Transferable and Generic Skills
Having successfully completed this module you will be able to:
- Identify innovations in marketing practice.
- Adapt to changing marketing environment and conditions.
Knowledge and Understanding
Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:
- Current and emerging technologies which support digital marketing.
- The ethical issues associated with machine-based interactions based on data capture and use.
- The role that technologies have in capturing, processing and using data to drive marketing decisions and activities.
Syllabus
The following is the indicative content for the module.
- Changing digital marketing environment and its applications
- From delivering digital customer experience (CX) to user experience (UX)
- Planning websites, app design & redesigning projects, prototyping, defining site and app requirements, designing user experience, managing and testing the content
- Digital display advertising, pay per click
- Search engine marketing
- Social media marketing
- Email marketing
- Creating integrated marketing plan
Learning and Teaching
Teaching and learning methods
The module team will deliver this module through a blend of different T&L methods, including:
- Lectures
- Workshops
- Guest lectures
Type | Hours |
---|---|
Teaching | 24 |
Independent Study | 126 |
Total study time | 150 |
Resources & Reading list
General Resources
Mixed. There is no key textbook for this module although a variety of academic and business focused resources will be used to support the module. These will include: Journal of Marketing, Journal of Interactive Marketing Marketing Theory, Journal of Business Ethics, WARC, Technology in Society, Marketing Week, Advertising Age, Forbes, Fast Company
Assessment
Summative
This is how we’ll formally assess what you have learned in this module.
Method | Percentage contribution |
---|---|
Coursework | 100% |
Referral
This is how we’ll assess you if you don’t meet the criteria to pass this module.
Method | Percentage contribution |
---|---|
Coursework | 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 |
---|---|
Coursework | 100% |
Repeat Information
Repeat type: Internal & External