IB9JW-15 Marketing with Digital Disruption and Transformation
Introductory description
This module will provide a comprehensive insight into the practice of digital marketing, with focus on the development of knowledge based skills that are in demand from employers.
Module aims
The digital landscape is evolving and it is essential for marketers to understand the opportunities and challenges presented with the use of digital platforms and technologies. This module will provide a comprehensive insight into the practice of digital marketing, with focus on the development of knowledge based skills that are in demand from employers. Drawing on students’ knowledge of marketing strategy, research and tactics, this module will examine the strategic underpinnings of digital marketing and particularly how digital is disrupting the market. Additionally, the module will consider prevailing digital trends such as social media, search engine optimisation, viral marketing, virtual reality and artificial intelligence.
Outline syllabus
This is an indicative module outline only to give an indication of the sort of topics that may be covered. Actual sessions held may differ.
The Digital Environment: Innovation and Disruption
Digital Strategy and Planning Digital Marketing Effectiveness – Metrics and Tracking Social Media and Digital Marketing Communication
Innovative Digital Tools
Digital Customer Relationship Management and the Customer Experience
Omni channel marketing
Emerging Themes (e.g. Internet of Things, Big Data, Digital & Luxury, Subscriptions and membership)
Learning outcomes
By the end of the module, students should be able to:
- Demonstrate knowledge and understanding of the process of the development of digital strategy and planning.
- Understand how digital platforms and tools can support marketing and further develop relationships with customers and the customer experience.
- Critically assess and recommend the mechanisms needed to measure social, sentiment, search and site behaviour in the context of key digital marketing methodologies.
Indicative reading list
Larson & Draper (2017) Digital marketing essentials, Stukent Inc.
Becker, Berney, Hanley, McCabe (2017) Mobile marketing essentials, Stukent Inc .
Stephen & Bart (2017) Social media marketing, Stukent Inc .
Berger, Jonah (2013). Contagious: Why Things Catch On. New York: Simon & Schuster.
Moe, Wendy W. and David Schweidel (2014). Social Media Intelligence. New York: Cambridge University Press.
Subject specific skills
Analyse digital marketing strategies and tactics to identify opportunities and propose solutions to challenges.
Examine the impact of a dynamic digital environment.
Understand and apply techniques and procedures used to measure digital marketing activities.
Transferable skills
Written communication.
Oral communication.
Study time
| Type | Required |
|---|---|
| Lectures | 20 sessions of 1 hour (20%) |
| Seminars | 7 sessions of 1 hour (7%) |
| Private study | 74 hours (73%) |
| Total | 101 hours |
Private study description
Private study to include preparation for lectures and seminars
Costs
No further costs have been identified for this module.
You do not need to pass all assessment components to pass the module.
Assessment group A1
| Weighting | Study time | Eligible for self-certification | |
|---|---|---|---|
Assessment component |
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| Assessed essay | 60% | 30 hours | Yes (extension) |
Reassessment component is the same |
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Assessment component |
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| Group Online Campaign | 40% | 19 hours | No |
Reassessment component is the same |
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Feedback on assessment
Feedack via my.wbs.
There is currently no information about the courses for which this module is core or optional.