MM391-DIGITAL MARKETING

Module Provider: Marketing and Reputation
Number of credits: 20 [10 ECTS credits]
Level:6
Terms in which taught: Spring term module
Pre-requisites: MM255 Marketing Management
Non-modular pre-requisites:
Co-requisites:
Modules excluded:
Module version for: 2017/8

Module Convenor: Dr Rodrigo Perez Vega

Email: r.perezvega@henley.ac.uk

Summary module description:

The growth of the internet has created new opportunities for organisations to reach and build relationships with their customers. At the same time, many firms struggle with making a successful transition from offline to online marketing. This module provides students with the key tools required to implement a successful digital marketing strategy. This includes understanding search engines, social media, content marketing,mobile marketing and the analysis of web analytics data. Students will also build an understanding of the wider social and public policy issues that use of internet technology, including questions of regulation, privacy and use of customer data.


Aims:
This module aims to introduce students to digital marketing and the increasingly important role of technology in both marketing practice and society. By the end of the module, students should be able to apply a range of skills to implement digital marketing approaches and understand the key strategic drivers behind the growth of the digital economy.

Assessable learning outcomes:

By the end of the module it is expected that the student will be able to:



1. Identify key approaches to digital marketing.



2. Explain the technological and social changes underlying the growth of the digital economy.



3. Plan a digital marketing campaign using content marketing strategies, SEO, PPC, email and social media advertising, embracing the latest developments in digital marketing.



4. Apply a data-driven approach to optimising marketing effectiveness through web analytics.



5. Understand the implications from digital marketing for marketing strategy, multi-channel management and the creation of integrated marketing communications programmes.



6. Assess the ethical and legal issues in collecting, storing and analysing customer data.


Additional outcomes:
Whilst students may already have some knowledge of digital platforms such as Facebook or Twitter, this module provides students with the ability to understand and explain digital marketing in its business context. This module also gives students considering a career in marketing an understanding of the increasingly important role of digital marketing in organisations.

Outline content:
This module is built around two themes. The first gives students knowledge of the key techniques required to implement digital marketing techniques. This includes search engine marketing, analytics, mobile marketing and the use of social media for marketing purposes. The second theme centres on the commercial and social context in which digital marketing takes place. This includes the practical issues faced by marketers incorporating the digital environment within their target market strategies, the management of trust/mistrust amongst consumers, along with the pervasive nature of negative communication now enabled online.

Brief description of teaching and learning methods:
Lectures including discussion of cases and scenarios.

Contact hours:
  Autumn Spring Summer
Lectures 20
Seminars 3
Guided independent study 177
       
Total hours by term 200.00
       
Total hours for module 200.00

Summative Assessment Methods:
Method Percentage
Written assignment including essay 40
Class test administered by School 60

Other information on summative assessment:

The piece of group coursework is the development of a digital marketing plan of up to 3000 words on a case relating to the implementation of digital strategies. For the coursework, students will work in teams on a live case study developing a digital marketing plan intended to address a set of marketing objectives.


Formative assessment methods:
Verbal feedback will be given during the lectures and seminars to help students progress with presentations and written work.

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:

    There is no examination for this module.



    There will be two in class tests each worth 30%.


    Requirements for a pass:
    A minimum mark of 40%.

    Reassessment arrangements:

    Last updated: 10 April 2017

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