Module overview
Aims and Objectives
Learning Outcomes
Knowledge and Understanding
Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:
- ethical questions raised by these technologies, the concepts of social responsibility and sustainability;
- the challenges and opportunities for traditional Marketing in Digital Age organisations and markets;
- the importance of digital technologies in establishing, evaluating and improving customer satisfaction;
- the cumulative contribution of Digital Age marketing gurus to current practice;
- the criticality of the value proposition and the role of marketing in its communication and delivery.
- the role of technology in providing insight into customer relationships, behaviour and decision-making;
Transferable and Generic Skills
Having successfully completed this module you will be able to:
- critically analyse and evaluate marketing concepts;
- demonstrate effective oral and or written communications.
Subject Specific Intellectual and Research Skills
Having successfully completed this module you will be able to:
- formulate campaigns and strategies based on Digital Age perspectives;
- evaluate conventional, digital and alternative marketing strategies;
- evaluate and apply Digital Age marketing principles and techniques.
- understand courses of action based on a ‘rational’ and ‘irrational’ consumer behaviour profiles;
Syllabus
Learning and Teaching
Teaching and learning methods
Type | Hours |
---|---|
Preparation for scheduled sessions | 24 |
Seminar | 10 |
Follow-up work | 24 |
Revision | 44 |
Lecture | 24 |
Wider reading or practice | 24 |
Completion of assessment task | |
Total study time | 150 |
Resources & Reading list
Textbooks
Kotler, Kartajaya & Setiawan (2018). Marketing 4.0: Moving from Traditional to Digital. London: Wiley.
Chaffey, D., and Ellis-Chadwick, F. (2022). Digital Marketing: Strategy, implementation and practice. Harlow: Pearson.
Assessment
Summative
This is how we’ll formally assess what you have learned in this module.
Method | Percentage contribution |
---|---|
Coursework | 100% |
Referral
This is how we’ll assess you if you don’t meet the criteria to pass this module.
Method | Percentage contribution |
---|---|
Coursework | 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 |
---|---|
Coursework | 100% |
Repeat Information
Repeat type: Internal & External