Digital Marketing

Code

BUSI4484

School

Business

Level

4

Credits

10

Semesters

Spring UK

Summary

Lecture topics may include: Digital Marketing Definition and Concept, Digital Marketing Media, Digital Marketing Communication Strategy, Digital Advertising, Social Media Marketing, E-Mail Marketing, Mobile Marketing, Content Marketing, E-Commerce vs Digital vs Internet Marketing

Target Students

Only available for MSc Marketing OR MSc International Tourism Management and Marketing OR MSc Business Analytics OR MSc Financial Technology students OR MSc Exchange students.

Classes

• One 2-hour lecture each week for 11 weeks
• One 2-hour computing each week for 2 weeks

hours of lectures; 40 hours of support reading; 38 hours of coursework preparation

Assessment

• 100% Coursework: Individual essay (3,000 words)The reassessment of this module will be 100% exam - (answer 2 questions out of 5).

Assessed by end of summer vacation

Educational Aims

Learning Outcomes

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

• Marketing and sales – different approaches for segmentation, targeting, positioning, generating sales, and the need for innovation in product and service design

• Customers and stakeholders - customer expectations, service and orientation

• Tools and techniques for transforming (big) data into useful information for business analysis and decision support

• Communications – the comprehension and use of relevant communications for application in business and management, including the use of digital tools

• Digital business – the development of strategic priorities to deliver business at speed in an environment where digital technology is reshaping traditional revenue and business models, associated risk management

Intellectual Skills: This module develops:

• Being able to think critically and be creative: manage the creative processes in self and others; organise thoughts, analyse, synthesise and critically appraise. This includes the capability to identify assumptions, evaluate statements in terms of evidence, detect false logic or reasoning, identify implicit values, define terms adequately and generalise appropriately

• Being able to solve complex problems and make decisions: establish criteria, using appropriate decision-making techniques including identifying, formulating and solving business problems; and the ability to create, identify and evaluate options; the ability to implement and review decisions

• Using information and knowledge effectively in order to abstract meaning from information and to share knowledge, including the use of quantitative skills

Professional Practical Skills: This module develops:

• The ability to conduct research and enquiry into business and management issues either individually or as part of a team through research design, the collection and analysis of qualitative data, synthesis and reporting

• The ability to conduct research and enquiry into business and management issues either individually or as part of a team through research design, the collection and analysis of quantitative data, synthesis and reporting

• Effective performance within team environments and the ability to recognise and utilise individuals' contributions in group processes and to negotiate and persuade or influence others; team selection, delegation, development and management

Transferable (key) Skills: This module develops:

• Effective communication: networking, listening, oral and written communication of complex ideas and arguments, using a range of media, including the preparation of business reports

• High personal effectiveness: critical self-awareness, self-reflection and self-management; time management; conflict  resolution, displaying commercial acumen, the ability to continue to learn through reflection on practice and experience

• Soft skills: understanding the needs of others and empathy towards them; sensitivity to diversity in people and in different situations.

Conveners

• Dr John Harvey