Module overview
This module aims to develop an understanding of the major issues facing marketers in the rapidly growing area of online marketing, with particular emphasis on the managerial implications of evolving business models and the associated new marketing applications. Students will acquire specialist employable knowledge in a rapidly developing subject area where employers are reporting significant skills shortages.
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 implications of encouraging customer collaboration and product endorsement at the expense of control of the marketing message.
- the scale and scope of the strategic marketing opportunities presented by Internet developments;
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 support and communications, offer new channels to market, personalise products and generate new business;
- apply ideas and knowledge to a range of e-marketing contexts.
Transferable and Generic Skills
Having successfully completed this module you will be able to:
- critically analyse and evaluate business problems.
Syllabus
Integrating marketing communications across multiple channels; Online consumer behaviour and segmentation; Search engine optimisation; Affiliate marketing; Email marketing; Advertising and videocasting; Measuring communication effectiveness online.
Learning and Teaching
Teaching and learning methods
24 hours of lectures and 10 hours of seminars.
| Type | Hours |
|---|---|
| Lecture | 24 |
| Follow-up work | 24 |
| Preparation for scheduled sessions | 24 |
| Seminar | 10 |
| Completion of assessment task | 44 |
| Wider reading or practice | 24 |
| Total study time | 150 |
Resources & Reading list
Textbooks
Dave, C., Ellis-Chadwick, F.. Digital marketing: strategy, implementation and practice. Harlow: Pearson.
Ryan, Damian (2016). Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation. Kogan Page Publishers.
Assessment
Formative
This is how we’ll give you feedback as you are learning. It is not a formal test or exam.
Portfolio Lectures and SeminarsSummative
This is how we’ll formally assess what you have learned in this module.
| Method | Percentage contribution |
|---|---|
| Portfolio | 100% |
Referral
This is how we’ll assess you if you don’t meet the criteria to pass this module.
| Method | Percentage contribution |
|---|---|
| Portfolio | 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.
| Method | Percentage contribution |
|---|---|
| Portfolio | 100% |
Repeat Information
Repeat type: Internal & External