Module Directory

This module has been designed to advance your appreciation of (i) the academic field of study concerned with marketing and digital media and (ii) the challenges and opportunities it affords to marketers, consumers, organisations and society at large.

The aims of this module are:

• To provide a thorough understanding of the main theories and principles of digital marketing.


• To provide practical skills and knowledge in the areas of digital marketing and social media
  engagement.


• To highlight the necessity of an integrated approach to digital marketing, traditional
  marketing and business strategy.

By the end of this module, students will be expected to be able to:

1. To be able to identify and explain the vital importance of digital techniques in modern marketing.


2. To analyse and understand digital marketing strategies and techniques in theory and practice.


3. To critically explore and reflect on the underlying themes and principles of the dynamic world of digital marketing.

Skills for Your Professional Life (Transferable Skills)

1. Enhance your writing skills: through developing your essay for the coursework you would be able to gain various academic writing skills (i.e. clarity, criticality and referencing).


2. Develop your digital/technical fluency through the ability to evaluate various digital marketing communications channels.


3. Improve your marketing-specific research skills through surfing various digital databases like Mintel.


4. Enhance your critical thinking, through contrasting various digital marketing campaigns.


5. Enhance your commercial awareness through inviting guest speakers who are currently work in the industry.

Marketing practices have dramatically changed with the rise of social media, mobile apps and new technological developments in devices, platforms, and applications. The rapid evolution of the digital environment presents new opportunities and challenges for marketers.

Through a combination of theory, case studies, best practice examples, current news items, and assignments, students will learn how the internet is now integrated into all the marketing functions and activities of modern businesses, as well as the important changes brought by the internet in
terms of the business environment and consumer behaviour upon social and cultural forms and
processes.

This module will be delivered via:

• One 1-hour lecture per week.
• One 1-hour class per week.

Lectures

Lectures consist of an introduction to and an overview of the subject. You should not expect the lecture to cover all of the relevant material. To complete this module successfully you will need to complete the additional reading each week. It is best to think of the lectures as providing a map of a particular concept or topic.

To give you a bigger picture in the lectures, we cannot provide detail on all of the sub-topics. It is your job as the student to fill in these details by reading from the textbook, the recommended readings, and from your own literature searches in the library and using scholarly search engines. If you are unsure how to search for literature and information or are not completely sure what are acceptable sources of reliable knowledge, please ask your class tutors or lecturers. Corporate websites, Wikipedia and lecture notes from other on-line sources are not enough to pass this module. You should also avoid using multiple textbook sources.

Please arrive on time – the lecture slot is only 50 minutes (to allow time to vacate the room), so will begin promptly. We will invite various external speakers throughout the term so please make sure your behaviour is courteous and professional at all times during lectures.

Classes

Classes are an essential and compulsory part of the module. Classes are interactive and will involve discussion, debate and student led presentations.

Students find classes particularly useful to develop their understanding of particular topics in more depth. Preparation for, and participation in, class discussions has been shown to considerably improve student performance on modules. We expect you to undertake the preparatory reading and note taking, and to attend and participate in your weekly class. Please note - the assessment of this module is closely based on your class preparation and participation.

Independent Study

Reading journal articles and recommended textbook chapters.

In order to pass this module, students must engage with the material on Moodle and any materials that are emailed to you or provided in the lectures or the seminars. You must also undertake your own research into the topics introduced within the module.This is a full-time module and you should expect to spend at least 10 hours a week studying for it if you hope to pass successfully. This means at least eight hours of reading and study each week, in addition to the two hours of teaching.