WM9A3-15 Digital Marketing Campaigns
Introductory description
Running successful digital marketing campaigns enables businesses to effectively reach and expand their target audience, build brand awareness, boost customer engagement and maximise competitive advantage. Businesses of different sizes seek expertise and support of marketing agencies and consultants in development and implementation of campaigns. This module addresses the planning and creation of various types of digital marketing campaigns from initial client briefs through to detailed campaign plans.
Module aims
The module emulates a full campaign lifecycle from the marketing agency perspective and equips students with the essential skills and knowledge to develop, manage, analyse and optimise effective digital marketing campaigns. The curriculum culminates in a keystone project that enables participants to practically apply the knowledge of marketing communications, channels, budgets and metrics in a real-world simulation with a client. By gaining practical experience and insights into the latest industry trends, the learners will be well-prepared to design and execute impactful campaigns that drive business growth and engagement.
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.
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.
Digital marketing campaigns
- Theories of communication
- Message and Media
- Marketing communications mix
- Media buying
- Marketing budgets
- Ethical, social and sustainability issues in marketing
Marketing agency work
- Marketing consultancy
- Customer requirements elicitation
- Tender participation
Project management
- Project planning
- Risk Mitigation
- Timelines and milestones
Learning outcomes
By the end of the module, students should be able to:
- Critically appraise the digital marketing campaigns and communications concepts
- Interpret and evaluate complex organisational requirements
- Critically assess the suitability of advanced digital marketing solutions to specific use cases and propose their implementation in the forms of marketing campaigns
- Demonstrate a sound conceptual understanding of the forefront of consultancy practice and its application in real-world scenarios
Indicative reading list
Fill, C. and Turnbull, S. (2019). Marketing communications: touchpoints, sharing and disruption. Eighth edition.
Juska, J.M. (2022). Integrated marketing communication: advertising and promotion in a digital world. Second Edition.
Smith, P.R.and Zook. Z. (2020). Marketing communications: integrating online and offline, customer engagement and digital technologies. Seventh edition
Egan, J. (2023). Marketing communications. Fourth edition.
View reading list on Talis Aspire
International
Examples and case studies examined and discussed in the classroom and during online independent learning will relate to a variety of international companies operating on a global market.
Subject specific skills
Digital marketing campaigns, project management and planning, media buying, working with marketing budgets, participating in marketing tenders
Transferable skills
Consultancy skills, project management, teamwork, communication skills, negotiation skills, persuasion skills, communication of visualised data
Study time
| Type | Required |
|---|---|
| Lectures | 15 sessions of 1 hour (10%) |
| Seminars | 15 sessions of 1 hour (10%) |
| Online learning (independent) | 60 sessions of 1 hour (40%) |
| Assessment | 60 hours (40%) |
| 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 must pass all assessment components to pass the module.
Assessment group A4
| Weighting | Study time | Eligible for self-certification | |
|---|---|---|---|
Assessment component |
|||
| Digital Marketing Campaign Presentation | 40% | 24 hours | No |
|
Presentation of a campaign plan based on a specific brief |
|||
Reassessment component |
|||
| Digital Marketing Campaign Report | Yes (extension) | ||
|
Report of a campaign plan based on a specific brief (different to original) |
|||
Assessment component |
|||
| DMC Critical Review | 60% | 36 hours | Yes (extension) |
|
Critical review of the current academic literature justifying the propositions for the digital marketing campaign based on a specific brief |
|||
Reassessment component is the same |
|||
Feedback on assessment
Written feedback for both assessments. Verbal feedback will be provided for the classroom activities during the module.
Courses
This module is Optional for:
- Year 1 of TWMS-H1S4 Postgraduate Taught e-Business Management (Full-time)