The University of Southampton
Courses

MANG6228 Digital Marketing Communications

Module Overview

Description

Aims and Objectives

Module Aims

To introduce you to the key concepts of online marketing communications To appreciate how the use of such tools can be optimised in the business environment within which marketers now operate. Understand the major issues facing marketers in the rapidly growing area of online marketing communications, with particular emphasis on: To introduce you to the key concepts of online marketing communications To appreciate how the use of such tools can be optimised in the business environment within which marketers now operate. Understand the major issues facing marketers in the rapidly growing area of online marketing communications, with particular emphasis on:

Learning Outcomes

Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • The scale and scope of the marketing communication opportunities presented by recent developments in digital media
  • The organisational implications of evolving business models and the associated new marketing applications.

Syllabus

• Trends in the online marketing environment, horizon scanning, business models • Online consumer behaviour and segmentation • Search engine optimisation • e-retail, affiliates, comparison and voucher sites • Email marketing • Advertising through paid search, viral and video • Blogging, microblogging, social networking • PR and reputation management • Multichannel marketing via IPTV, in-game, mobile • Understanding network and viral effects • Integrating marketing communications across multiple channels • Measuring communication effectiveness

Special Features

N/A

Learning and Teaching

Teaching and learning methods

The basic principle of the teaching and learning strategy for this module is to encourage you to actively engage in the subject matter through guided self-discovery of the material.

TypeHours
Independent Study126
Teaching24
Total study time150

Assessment

Summative

MethodPercentage contribution
Group presentation  (10 minutes) 50%
Group report  ( words) 50%
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