WM954-15 Digital Marketing Strategy and Management
Introductory description
In today’s economy, digital marketing is no longer an “add-on” to traditional approaches, with over 60% of advertising spend in the UK now committed to digital marketing channels (eMarketer, 2018). In a recent report, the UK Government specifically identifies digital marketing skills as a key shortage in the UK economy (ECORYS UK, 2016).
Module aims
The module covers the full lifecycle of digital marketing from initial strategy through to execution. Participants will get hands on experience working with the latest digital marketing technologies and techniques, alongside the business strategies to implement them successfully
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.
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Digital Marketing Fundamentals
a. What is Digital Marketing?
b. Case Studies
c. Market, Competitor and Customer Analysis -
Strategic Management of Digital Marketing
a. Models of Strategic Management for Digital Marketing
b. Campaign Management
c. Objectives, Targets and Key Performance Indicators
d. Writing a Campaign Proposals -
Digital Marketing Channels
a. Email Marketing
b. Content Marketing
c. Search Engine Marketing
d. Social Media Marketing
e. Programmatic Advertising -
Digital Campaign Execution
a. Digital for Large Brands
b. Digital Analytics
c. Campaign Management and Optimisation
d. Campaign Management Simulation -
Capstone Project
a. Digital Marketing Client Proposal
b. Client Presentations
A more detailed explanation of these topics is below.
An overview of Digital Marketing and the foundations of Digital Marketing campaigns. Competitor, market and customer analysis models using practical tools and both commercial and open data sources.
The key principles of Digital Marketing strategy, including the latest models and planning tools. The fundamentals and best practices in campaign creation, management and optimisation. Setting SMART objectives, targets and key performance indicators (KPIs). The development of these ideas into a written Digital Marketing proposal.
The next section, representing the majority of the lecture-component of the module, introduces a wide range of digital marketing channels, incorporating best practices and management strategies. This includes, but is not limited to: email, content marketing, search engine marketing (search engine optimisation and pay-per-click advertising), social media marketing (branding, content creation/curation and advertising), and programmatic advertising.
The final aspect of the lecture component concerns the execution of Digital Marketing campaigns. This includes branding issues (particularly in enterprise-class organisations), digital analytics, and campaign management and optimisation. This will culminate in the first assessed component (10% of the overall mark), a simulated campaign management exercise using a bespoke computer simulation model (designed specifically for this module). This exercise will require participants to make real-time decision and campaign adjustments based on the data generated in the simulation.
Finally, a capstone project that will bring these aspects together in a new campaign proposal for a given case study (client). This proposal will be demonstrated in a formal presentation that concludes the module and represents the second part of the in-module assessment (20% of the overall mark).
Learning outcomes
By the end of the module, students should be able to:
- Demonstrate a comprehensive understanding of the principal models and key theoretical frameworks associated with digital marketing strategy, and their application in real-world scenarios.
- Critically evaluate market opportunities, using cutting edge tools, and create appropriate strategies to meet them
- Critically evaluate data outputs from digital marketing tools, and integrate these insights into ongoing marketing campaigns.
- Apply advanced segmentation techniques and customer analysis methods in a variety of contexts and industry settings.
- Develop a comprehensive and justified marketing proposal, encompassing current best practices and in consideration of all relevant operational risks.
Indicative reading list
View reading list on Talis Aspire
Subject specific skills
Research subject technology related topics, competence and experience working with commercial and enterprise standard Digital Marketing solutions
Transferable skills
Presentation skills, research, teamwork, data and metrics interpreting, critical thinking
Study time
Type | Required |
---|---|
Lectures | 21 sessions of 1 hour (14%) |
Seminars | 9 sessions of 1 hour (6%) |
Assessment | 120 hours (80%) |
Total | 150 hours |
Private study description
No private study requirements defined for this module.
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 A3
Weighting | Study time | Eligible for self-certification | |
---|---|---|---|
Post Module Assignment | 80% | 90 hours | Yes (extension) |
A business report detailing a digital marketing campaign |
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Online simulation | 10% | 15 hours | No |
Digital marketing campaign simulation where participants manage a campaign and invest in different channels based on their analysis of the results |
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Digital Marketing Campaign | 10% | 15 hours | No |
Presentation of a digital marketing campaign based on a given client brief |
Assessment group R2
Weighting | Study time | Eligible for self-certification | |
---|---|---|---|
Post Module Assignment | 100% | Yes (extension) | |
A business report detailing a digital marketing campaign |
Feedback on assessment
In module work will have feedback provided verbally after assessment.
PMA – individual notes attributed to each script returned to each student with bespoke feedback.
Courses
This module is Core for:
- Year 1 of TWMS-H1S6 Postgraduate Taught Innovation and Entrepreneurship (Full-time)
This module is Core optional for:
- Year 1 of TWMS-H1S4 Postgraduate Taught e-Business Management (Full-time)