Digital Marketing

Code

BUSI3145

School

Nottingham University Business School China

Level

3

Credits

10

Semesters

Spring China

Summary

PRE-REQUISITE   

Please note that for this module, the following pre-requisite applies:

           BUSI2178 Marketing Management

(Please ignore    Requisites: N/A     below)

The module aims to provide students with the knowledge of the fundamental and critical impacts of the newly emerging digital media landscapes. Learning in this module will be accomplished through lectures, seminars, case studies, and in-class exercises. Prevailing techniques of understanding online consumer behaviours and the essential steps of planning digital marketing campaigns (e.g., setting goals and objectives, monitoring and analysing campaign performance) are emphasized.

Re-assessment format is decided by the school.

Target Students

Available to all Business School students with the required pre-requisite BUSI2130 (Marketing Management). There is a limited number of places on this module. Students are reminded that enrolments which are not agreed by the Offering School in advance may be cancelled without notice.

Classes

• One 1-hour-30-minute seminar each week for 2 weeks
• One 1-hour-30-minute lecture each week for 11 weeks

Activities may take place every teaching week of the Semester or only in specified weeks. It is usually specified above if an activity only takes place in some weeks of a Semester

Assessment

• 100% Exam 1 (1-hour-30-minute): One 1.5 hour examination (100%)

Assessed by end of spring semester

Educational Aims

Learning Outcomes

Knowledge and understanding:
This module develops a knowledge and understanding of:

 •The dynamic and changing nature of business and the consideration of the future of organisations within the global business environment, including the management of risk
 •The management of customer expectations, relationships and development of service excellence
 •The comprehension and use of relevant communications for application in business and management, including the use of digital tools
 •The development of strategic priorities to deliver business at speed in an environment where digital technology has reshaped traditional revenue and business models

Intellectual skills:
This module develops:

 •The ability to analyse facts and circumstances to determine the cause of a problem and identifying and selecting appropriate solutions.
 •The ability to analyse and evaluate a range of business data, sources of information and appropriate methodologies, which includes the need for strong digital literacy, and to use that research for evidence-based decision-making
 •Conceptual and critical thinking, analysis, synthesis and evaluation

Professional practical skills: 
This module develops:

 •Numeracy and quantitative skills to manipulate data, evaluate, estimate and model business problems, functions and phenomena
 •Commercial acumen based on an awareness of the key drivers for business success, causes of failure and the importance of providing customer satisfaction and building customer loyalty
 •The ability to act entrepreneurially to generate, develop and communicate ideas, manage and exploit intellectual property, gain support and deliver successful outcomes

Transferable (key) skills: 
This module develops:

 •Communication and listening including the ability to produce clear, structured business communications in a variety of media.
 •Self-management and a readiness to accept responsibility and flexibility, to be resilient, self-starting and appropriately assertive, to plan, organise and manage time
 •Ability to work with people from a range of cultures
 •Articulating and effectively explaining information

Conveners

• Dr Bo Huang