Digital Marketing

Learning Outcomes

Knowledge and Understanding

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

• the role of the Digital Marketing within the overall Integrated Marketing Strategy;
• the challenges and opportunities for marketing strategy in Digital Age organisations and markets.

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

• analyse and apply digital marketing principles and techniques;
• differentiate alternative marketing strategies based on theoretical concepts.

Transferable and Generic Skills

Having successfully completed this module you will be able to:

• critically analyse marketing concepts;
• demonstrate effective oral and/or written communications.

• Introduction to Digital Marketing studies
• The analysis of digital environmental factors
• How to structure the Digital Marketing Strategy?
• The specificity of the Digital Marketing Mix
• The main Digital Marketing Communication Techniques
• Content Marketing and Content Audit
• Integrating identity and strategy into the overall Marketing strategy
• Designing an Integrated Marketing Communication plan
• How to measure and improve the effectiveness of the Digital Marketing Strategy?

Teaching and learning methods

Teaching methods include:

• 12 x 2 hour lectures; 10 weekly case study based seminars
• Sources of information; guest presentations; practical cases

Teaching Hours includes lectures, seminars tutorials, project supervisions, demonstration sessions, practical classes and workshops, external guests, work based learning.

Academic Integrity and Professional Conduct:

Academic integrity means conducting all aspects of your academic life in a professional manner.

Please read the guidance provided by the University:

http://www.southampton.ac.uk/assets/imported/transforms/content-block/UsefulDownloads_Download/AAA325B0BCDE4123BF24D81F85B8882C/Academic%20Integrity%20Guidance%20for%20Students.pdf

Resources & Reading list

Textbooks

Kovarik, Bill (2016). Revolutions in Communication. Media History from Gutenberg to the Digital Age. Bloomsbury Academic.

Tuten, T.L & Solomon, M.R. (2015). Social media marketing. London: Sage.

Dave C, Ellis-Chadwick, F. (2016, 2012). Digital marketing: strategy, implementation and practice. Harlow: Pearson.

Formative

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

Summative

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

Referral

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

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.

Repeat Information

Repeat type: Internal & External