Digital Marketing

Learning Outcomes

Knowledge and Understanding

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

• the evolutions of digital marketing and the distinctive styles of using technology for marketing purposes;
• the marketing principles from the basic concepts of product offering to the complexity of building a community around the online marketing environment and social media.

Transferable and Generic Skills

Having successfully completed this module you will be able to:

• manage time and tasks effectively in the context of individual study and collaborative activities;
• explain concepts clearly and apply these to marketing practice.

Subject Specific Practical Skills

Having successfully completed this module you will be able to:

• analyse the implications of a range of different digital technologies and their suggested use.
• evaluate how contemporary and different social, technological and economic influences have shaped the digital marketing;

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

• analyse case studies in alternative retail channels.
• evaluate the opportunities and challenges of offline and online marketing strategies;

• Foundations of Digital Marketing: strategies, planning, and consumer behaviour
• Creation, delivery, and exchange of value
• Branding and promotions
• Services and relationship Marketing
• Applications of digital Marketing
• Social Media
• Alternative retail channels (M-Commerce, V-Commerce, 3D-Commerce, TV-Commerce)

Teaching and learning methods

Teaching methods include:

Lectures, interactive case studies, directed reading, group presentation and individual coursework.

Learning activities include:

• Individual assignment
• Group presentation
• Private/guided study

Resources & Reading list

General Resources

Journal of Retailing.

European Journal of Marketing.

Journal of Interactive Marketing.

Journal of Business Research.

International Journal of Electronic Commerce.

Journal of Marketing.

Psychology and Marketing.

Journal of Strategic Marketing.

Journal of Consumer Research.

Marketing Letters.

Textbooks

Boaq, P., Magazine, S. and Pieters, V. (2014). Digital Adaptation. Smashing Magazine.

Capala, M., Baldwin, S. and Lee K. (2014). SEO Like I'm 5: The Ultimate Beginner's Guide to Search Engine Optimization. CreateSpace Independent Publishing Platform.

Dann, Stephen and Dann Suzan (2011). E-Marketing: Theory and Application. Palgrave Macmillan.

Blythe Jim (2014). Principles and Practice of Marketing. Sage Publications.

Schmidt, E. and Rosenberg, J. (2014). How Google Works. Grand Central Publishing.

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