Marketing in the Digital Age

Learning Outcomes

Transferable and Generic Skills

Having successfully completed this module you will be able to:

• Demonstrate effective written communication.

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

• Evaluate and apply digital principles and techniques.
• Critically analyse and evaluate marketing concepts and approaches.

Knowledge and Understanding

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

• The transformational impact of digital technology on marketing in the Digital Age.
• The continuing importance of customer engagement and the compelling value proposition.
• Awareness of ethics and social responsibility arising from advanced technologies.

The nature and purpose of marketing:

• A brief history
• Marketing as a strategic activity
• Some core principles: Segmentation, differentiation, targeting and positioning

Putting the customer first:

• Understanding customer behaviour and motivations
• Customer value choices
• Customer Insight
• Managing the customer experience journey

Value driven strategic marketing decisions:

• ‘Value’ as a key construct
• The ‘value’ of customers - Customer Lifetime Value, customer equity
• Delivering Value – The value proposition
• Measuring marketing effectiveness – The value of Marketing, return on marketing investment, customer metrics vs financial metrics, web analytics
• Business Intelligence & Data Driven Marketing

The role of technology in marketing:

• The ‘data’ revolution – the data base, mining for data, data asset management
• The ‘communication’ revolution; realising the full ‘benefits’ of digital communications - digital tools and techniques – online and offline
• Impact and application of Digital Age marketing thought leaders

Teaching and learning methods

The session-based format and the assessment by assignment encourage in-depth exploration of the subject. The aim is to inspire students to independent thinking and practical engagement in the subject, drawing on suite of real cases and examples to prepare students explicitly and distinctively for the real world, and to enhance employability.

Resources & Reading list

General Resources

Websites / blogs / social media. Digital Marketing is a fast-moving topic and therefore it is imperative to access online resources to keep up to date with thought leadership in a range of areas. The sources below are a selection, and more will be made available via Blackboard. •Content Marketing Institute (https://contentmarketinginstitute.com): Content marketing Inbound marketing is an important topic in this module and the following blogs are recommended to keep up to date with a fast-moving sector: •HubSpot Inbound Marketing blog: http://blog.hubspot.com/marketing •HubSpot Academy blog: http://blog.hubspot.com/customers •MOZ blog: http://moz.com/blog •Inbound.org: https://inbound.org/ •Unbounce blog: http://unbounce.com/blog/ •Litmus blog: https://litmus.com/blog/ •HelpScout blog: http://www.helpscout.net/blog/ •Optimizely blog: http://blog.optimizely.com/ Journals •Journal of Marketing •European Journal of Marketing •Journal of Interactive Marketing •Journal of Travel & Tourism Marketing •Tourism Management

Textbooks

Kotler, P., Armstrong, G., Harris, L.C. and Piercy, N. (2017). Principles of Marketing. Pearson: Harlow..

Kotler, P., Kartajaya, H., & Setiawan, I. (2016). Marketing 4.0: Moving from traditional to digital.. John Wiley & Sons.

Chaffey, D., and Ellis-Chadwick, F. (2016). Digital Marketing: Strategy, implementation and practice. Pearson: Harlow..

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