Module Information
Course Delivery
Assessment
| Assessment Type | Assessment length / details | Proportion |
|---|---|---|
| Semester Assessment | Applied Emergent Trends Report - written critical appreciation 2000 Words | 50% |
| Semester Assessment | Creation of a digital marketing asset and Presentation outlining application of theory to practice 1000 Words | 50% |
| Supplementary Assessment | Applied Emergent Trends Report - written critical appreciation 2000 Words | 50% |
| Supplementary Assessment | Creation of a digital marketing asset and Presentation outlining application of theory to practice 1000 Words | 50% |
Learning Outcomes
On successful completion of this module students should be able to:
Outline the process and options to develop multi-faceted online presences.
Investigate the variation in strategy and tactics for omni-channel digital marketing.
Explain how online entities drive traffic, describe the options available for online advertising, including new initiatives and describe how Social Media is used to engender engagement and the fostering of communities.
Investigate new channels, media, and tools in digital marketing.
Brief description
This module addresses the context and application of Digital Marketing providing students with a macro-, and micro-environmental understanding of key facets that drive the growth and development of the principal channels of sell side and buy side digital marketing.
Content
Developing the online presence
Omni-channel digital marketing Traffic Generation
Online Advertising: Current and Future Developments
Permission, Content, and User Generated Content and its strategic implementation Engagement Mechanisms: Social Media
Emerging Digital Channels I
Emerging Digital Channels II
Module Skills
| Skills Type | Skills details |
|---|---|
| Application of Number | Opportunities will be present in both coursework and case study preparation for class tasks. |
| Communication | Oral communication will be dev eloped through class participation and group work. Written communication will be dev eloped through case preparation, assessment preparation, note taking and information based dialogue. |
| Improving own Learning and Performance | Through both class and self-directed learning. |
| Information Technology | Office will be used, including Word Processing, Number manipulation and Presentations. Numerous industry standard digital marketing packages will be introduced, practiced and mastered. |
| Personal Development and Career planning | Central to the aim of the module, that the student understands the context and content of this module and its application in industry |
| Problem solving | Identification of business issues related to digital marketing strategy implementation. Identification of the relevant information for decisions and formulation of decisions and the choice of appropriate channels. |
| Research skills | Qualitative methods, survey methods and basic preparation and analysis of various digital marketing activities including micro and macro environmental research, and the development of measurement processes. |
| Subject Specific Skills | Web Analytics, Usability, Ux, various channel specific skills, e.g. Media Buying. |
| Team work | Through class preparation, the use of breakout group work, case preparation and through the group assessment. |
Notes
This module is at CQFW Level 6