Advanced Digital Communications | MANG6473

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

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

analyse the business challenges of developing successful digital marketing strategies;
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;

Knowledge and Understanding

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

theoretical perspectives that can be used to assess and critique digital marketing practices;
key platforms and practices underpinning digital marketing;
examples of innovative approaches to digital marketing.
a range of emerging online cultures and behaviours;

Transferable and Generic Skills

Having successfully completed this module you will be able to:

plan and work independently;
explain concepts clearly and critically apply these to marketing practice.

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

Study time
Type	Hours
Teaching	24
Independent Study	126
Total study time	150

Resources & Reading list

General Resources

Journal of Marketing. 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 Research. Journal

Internet Research. Journal

Marketing Theory. Journal

Consumption Markets and Culture. Journal

Journal of Consumer Culture. Journal

Assessment

Formative

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

Report Tutorial

Summative

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

Breakdown
Method	Percentage contribution
Portfolio	100%

Referral

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

Breakdown
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.

Breakdown
Method	Percentage contribution
Report	100%

Repeat Information

Repeat type: Internal & External