Advanced Digital Marketing

Module overview

This module aims to develop an understanding of the major issues facing marketers in the rapidly growing area of online marketing, with an emphasis on the managerial implications of evolving business models and the associated new marketing applications. Students will acquire specialist knowledge in a rapidly developing subject area where employers are reporting significant skills shortages. This includes data-driven marketing and the understanding of the tools and applications that can be applied to different types of marketing challenges. Students on this module will be given real-life unstructured marketing problems to work on and solve. They will be required to draw on leading-edge academic research and industry-based thought leadership to approach challenges in creative ways.

Linked modules

MANG2070

Aims and Objectives

Learning Outcomes

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

the scale and scope of the strategic marketing opportunities presented by Internet developments;
the implications of encouraging customer collaboration and product endorsement at the expense of control of the marketing message.

Transferable and Generic Skills

Having successfully completed this module you will be able to:

critically analyse and evaluate business problems;
take decisions weighing different forms of evidence;
demonstrate effective oral communications by delivering a formal business presentation;
ask insightful questions in order to fully frame the challenge at hand.

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

critically evaluate how the Internet can be used to improve customer relationship management, offer new channels to market, personalise products and generate new business;
identify and utilise sources of digital marketing insight to define and solve business problems.

Learning and Teaching

Teaching and learning methods

24 hours of lectures and 10 hours of seminars.

Study time
Type	Hours
Follow-up work	24
Preparation for scheduled sessions	24
Lecture	24
Seminar	10
Completion of assessment task	44
Wider reading or practice	24
Total study time	150

Resources & Reading list

Textbooks

Ryan, Damian (2016). Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation. Kogan Page Publishers.

Dave, C., Ellis-Chadwick, F.. Digital marketing: strategy, implementation and practice. Harlow: Pearson.

Assessment

Formative

This is how we’ll give you feedback as you are learning. It is not a formal test or exam.

Individual Strategic Marketing Plan Lectures and Seminars

Summative

This is how we’ll formally assess what you have learned in this module.

Breakdown
Method	Percentage contribution
Group presentation	20%
Individual Strategic Marketing Plan	80%

Referral

This is how we’ll assess you if you don’t meet the criteria to pass this module.

Breakdown
Method	Percentage contribution
Individual Strategic Marketing Plan	100%

Repeat

An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.

Breakdown
Method	Percentage contribution
Individual Strategic Marketing Plan	100%

Repeat Information

Repeat type: Internal & External