MMM077-Digital Marketing

Module Provider: Marketing and Reputation
Number of credits: 20 [10 ECTS credits]
Terms in which taught: Spring term module
Non-modular pre-requisites:
Modules excluded:
Module version for: 2016/7

Module Convenor: Dr Rodrigo Perez Vega


Summary module description:
The growth of internet technology has created significant new opportunities for organisations to reach and build relationships with customers. At the same time, many firms struggle with making a successful transition from offline to online marketing. This module provides knowledge of the key tools required to implement a successful digital marketing strategy. This includes search engine marketing, effective engagement with social media and improving performance using web analytics. Students will also build an understanding of the important ethical issues around consumer privacy and personal data created through digital marketing activities.

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. Apply a data-driven approach to optimizing marketing effectiveness through web analytics.
4. Analyse the effectiveness of the social web for building brands.
5. 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 will also give students considering a career in marketing an understanding of the role and nature of digital marketing in organizations.

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 customer environment in which digital marketing takes place.

Brief description of teaching and learning methods:
Students will be taught in ten two-hour lectures and three seminars running through the Spring term. Smaller group seminars will give an opportunity to explore specific digital marketing techniques in the context of real world case studies and implement them as part of an assessed project.

Contact hours:
  Autumn Spring Summer
Lectures 20
Seminars 3
Guided independent study 177 0
Total hours by term 200.00 0.00
Total hours for module 200.00

Summative Assessment Methods:
Method Percentage
Project output other than dissertation 40
Class test administered by School 60

Other information on summative assessment:
Assessment will be through two in-class tests and a piece of coursework:
Test 1 - 30%
Test 2 - 30%
Coursework - 40%

The piece of coursework is a management report of up to 3,000 words on a case relating to the implementation of digital strategies.

Formative assessment methods:

Penalties for late submission:

Penalties for late submission on this module are in accordance with the University policy. Please refer to page 5 of the Postgraduate Guide to Assessment for further information:

Penalties for late submission on this module are in accordance with the University policy. Please refer to page 5 of the Postgraduate Guide to Assessment for further information:

Length of examination:

Requirements for a pass:
A weighted average mark of 50%

Reassessment arrangements:
A single 3,000 word individual essay for submission in August and the mark is capped at 50.

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: 21 December 2016

Things to do now