The University of Southampton
Courses

MANG3063 Digital Marketing: Engaging with the Customer (SIM)

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.

Aims and Objectives

Module Aims

· Recognise the nature and contribution of Enterprise Resource Planning (ERP) and Product Data Management (PDM) software tools in the management of extended enterprises.

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
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
  • Demonstrate effective oral communications by delivering a formal business presentation

Syllabus

Trends in the online marketing environment; Online consumer behaviour and segmentation; Search engine optimisation; Affiliate marketing; Email marketing; Advertising blogging, podcasting and videocasting; Mobile marketing; Social marketing (online communities and virtual worlds); Viral marketing; Integrating marketing communications across multiple channels; Measuring promotional effectiveness.

Learning and Teaching

Teaching and learning methods

Typically you will study the module over 4 weeks with the first 2 weeks having intensive teaching in the form of lectures, and seminars which will include individual and group practical exercises, workshops, case studies. The following 2 weeks will be organised self-study (reading designated texts, journal papers and critical discussion with peers), and preparation of assessed coursework. You will be expected to play a highly interactive part in lectures and seminars. As with all programmes in the Faculty, student learning will also be supported by published course materials and Blackboard: the University's virtual learning environment.

TypeHours
Wider reading or practice24
Seminar10
Preparation for scheduled sessions24
Follow-up work24
Lecture24
Completion of assessment task44
Total study time150

Resources & Reading list

Internet Resource.

Assessment

Formative

In-class activities

Summative

MethodPercentage contribution
Group presentation  (15 minutes) 20%
Individual Coursework  ( words) 80%

Repeat

MethodPercentage contribution
Individual report 100%

Referral

MethodPercentage contribution
Individual report 100%

Repeat Information

Repeat type: Internal & External

Costs

Costs associated with this module

Students are responsible for meeting the cost of essential textbooks, and of producing such essays, assignments, laboratory reports and dissertations as are required to fulfil the academic requirements for each programme of study.

In addition to this, students registered for this module typically also have to pay for:

Books and Stationery equipment

Recommended texts for this module may be available in limited supply in the SIM University Library and/or online via the University of Southampton Library and students may wish to purchase the core/ recommended text as appropriate

Please also ensure you read the section on additional costs in the University’s Fees, Charges and Expenses Regulations in the University Calendar available at www.calendar.soton.ac.uk.

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