Module overview
This module provides an examination of the core concepts and theories that underpin digital marketing communication, including a review of different platforms and approaches. Platforms include social media, online adverting and PR, gamification, search and retail systems. Theories include approaches to critiquing technological progress, diffusion of innovation, aspects of play and of community and issues relating to the co-construction of value. The module also considers ethics in the use of digital media and how digital media may be used for research. The theoretical approach taken in the module invites consideration of dissertation topics.
Aims and Objectives
Learning Outcomes
Knowledge and Understanding
Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:
- key platforms and practices underpinning digital marketing;
- a range of emerging online cultures and behaviours;
- examples of innovative approaches to digital marketing.
- theoretical perspectives that can be used to assess and critique digital marketing practices;
Subject Specific Intellectual and Research Skills
Having successfully completed this module you will be able to:
- select and apply theory to understand aspects on online culture and behaviour;
- apply the principles of effective digital communications to digital communications campaign.
- evaluate contemporary digital marketing activities, including ethical considerations;
- analyse the business challenges of developing successful digital marketing strategies;
Transferable and Generic Skills
Having successfully completed this module you will be able to:
- explain concepts clearly and critically apply these to marketing practice.
- plan and work independently;
Syllabus
- Theories of technological adoption and use
- Theories of online culture and behaviour
- Key online marketing platforms and approaches including social media, gamification
- Community development and content curation
- Principles of Search engine optimization
- Emerging digital marketing challenges and opportunities
- Systems of measurement and research using digital media
- Legal and ethical issues in the use of digital media
Learning and Teaching
Teaching and learning methods
The module will be delivered through interactive lectures and in class discussion. You will also be expected to work online to share ideas with other students and a broader audience.
Learning activities include:
- Interactive lectures and discussion
- In class and online debate
- Development and maintenance of a shared learning space
- Peer review and discussion on online material
| Type | Hours |
|---|---|
| Independent Study | 126 |
| Teaching | 24 |
| Total study time | 150 |
Resources & Reading list
General Resources
Journal of Marketing. Journal
Internet Research. Journal
Marketing Theory. Journal
Consumption Markets and Culture. Journal
Module Resources. Up to date supporting texts, articles and video resources will be provided as applicable in this fast changing business environment.
Journal of Consumer Culture. Journal
Journal of Consumer Research. Journal
Assessment
Formative
This is how we’ll give you feedback as you are learning. It is not a formal test or exam.
TutorialSummative
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 |
|---|---|
| Report | 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 |
|---|---|
| Report | 100% |
Repeat Information
Repeat type: Internal & External