AP2EM4-Digital Marketing

Module Provider: School of Agriculture, Policy and Development
Number of credits: 10 [5 ECTS credits]
Terms in which taught: Spring term module
Non-modular pre-requisites:
Modules excluded: AP2EM3 Internet Marketing
Module version for: 2017/8

Module Convenor: Mr Nick Walker

Email: nicholas.walker@reading.ac.uk

Summary module description:

The key objective of this module is to provide students with comprehensive, practical guidance on how companies can get the most out of the web to meet their marketing goals. The analysis of the internet environment will help to understand how internet marketing is used by companies and organisations to achieve a competitive advantage questioning the validity of traditional marketing theory and existing models. Emerging models for developing marketing strategies will be presented taking into account the different elements of the marketing mix and tactics to build and to sustain ‘one-to-one’ relationships with customers. Techniques for communicating with customers, building relationships and facilitating electronic commerce will be presented.

Assessable learning outcomes:
Students will be able to identify the relationship between Internet marketing and, digital marketing, and to recognise and describe the micro and macro Internet environment. Students will also appreciate the approaches used by companies to integrate the Internet into their marketing strategy and to vary the different elements of the online marketing mix environment.

Students will learn best practice in applying techniques for communicating with customers, building relationships and facilitating electronic commerce using digital media channels such as affiliate marketing, promotion in search engines, online public relations and search engine marketing.

Additional outcomes:
Students will develop skills on essential techniques for work placements involving a website, and for managers dealing with suppliers such as design agencies.

Outline content:
• The micro and macro Internet environment
• Internet marketing strategy
• The Internet and the marketing mix
• Campaign planning for digital media
• Marketing communications using digital media channels
• Evaluation and improvement of digital channel performance

Please note, the above outline may be subject to change.

Brief description of teaching and learning methods:
The module will consist of a series of eight two-hour lectures and group work presentation and debates on specific consumer policy issues. Students will be expected to undertake preparatory research, to work in groups and participate in the discussions.

Contact hours:
  Autumn Spring Summer
Lectures 20
Guided independent study 80
Total hours by term 100.00
Total hours for module 100.00

Summative Assessment Methods:
Method Percentage
Written assignment including essay 50
Class test administered by School 50

Other information on summative assessment:
1 Assignment (50%); 1 Test (50%). Please note that this may be subject to change.

Formative assessment methods:

Penalties for late submission:
The Module Convenor will apply the following penalties for work submitted late, in accordance with the University policy.

  • where the piece of work is submitted up to one calendar week after the original deadline (or any formally agreed extension to the deadline): 10% of the total marks available for the piece of work will be deducted from the mark for each working day (or part thereof) following the deadline up to a total of five working days;
  • where the piece of work is submitted more than five working days after the original deadline (or any formally agreed extension to the deadline): a mark of zero will be recorded.

  • The University policy statement on penalties for late submission can be found at: http://www.reading.ac.uk/web/FILES/qualitysupport/penaltiesforlatesubmission.pdf
    You are strongly advised to ensure that coursework is submitted by the relevant deadline. You should note that it is advisable to submit work in an unfinished state rather than to fail to submit any work.

    Length of examination:

    Requirements for a pass:
    A mark of 40% overall

    Reassessment arrangements:
    A submission of a new assignment.

    Additional Costs (specified where applicable):
    1) Required text books:
    2) Specialist equipment or materials:
    3) Specialist clothing, footwear or headgear:
    4) Printing and binding:
    5) Computers and devices with a particular specification:
    6) Travel, accommodation and subsistence:

    Last updated: 31 March 2017

    Things to do now