Units of Assessment

Weighting Towards Module Mark (%)

 

Group project (2000 words)  - Technical 10%, Report 40%

50%

Individual project   (2000 words)

50%

Alternative Assessment

Individual project (1000 words), plus technical element.

(Technical 10%, Report 40%)

Qualifying Condition(s) 

A weighted aggregated mark of 40% is required to pass the module.

This module introduces students to the key issues and practices of marketing in the digital environment. With the rapid rise in the use of the Internet and new media technologies, there are a number of digital tools and technologies now available to marketing managers.

 Marketers are constantly striving to use these new technologies and create new opportunities. The focus of this module is on bridging the gap between marketing and IT, allowing marketing managers of the future to understand how to utilise these technologies and develop successful digital strategies.

On successful completion of this module the students will be able to:

 ·        Demonstrate a knowledge of  a wide range of new media and emerging technical issues

 ·        Understand key technical terms and terminology used

 ·        Demonstrate an understanding of core digital marketing tools and  
tech nologies

 ·        Analyse market opportunities and select and justify appropriate     marketing  approaches

 ·        Interpret and Analyse data (web analytics)

 ·        Demonstrate a familiarity with web based environments and platforms

 ·        Organise and communicate their ideas

·        Introduction to digital marketing (implication for marketing and commercial benefits, digital business models, strategic framework for developing internet strategies, digital marketing mix)  ·        Digital Marketing Promotional Mix (Email, affiliate & online partnerships, viral, online ads, Social networking, online PR , SEM (PPC, SEO), mobile, wireless devices).   ·        Social Networking  and building brands with new media ·        Search Engine Marketing ·        Web design (Usability, HTML,  Architecture, Web design process, site structure, navigation, marketing led design, W3C,legal implications) ·        Web Analytics and conversion modelling ·        Relationship marketing using digital media, CRM & databases ·        Effective digital marketing strategies ·        Mobile Marketing & Other media (other devices, convergence of technologies, future issues)

The teaching and learning strategy is designed to encourage an understanding of the origins and development of the discipline; develop a knowledge of the principal areas within the discipline and the application of these principles in practice. 

 The teaching and learning methods include the use of 2hr lectures supported by 1 hr tutorials. A range of methods will be  incorporated, such as; appropriate video footage, case studies, and seminar exercises. There will also be a focus on independent learning.

 There will also be some practical sesssions and students will have the opportunity to work in the computer labs.

  Assessment Strategy: The assessment of the module will take place in two parts. The first assessment is made up of a group project (50%). Students are required to set up a simple website and produce a report based on the website.

  A weighting of 10% is given to the technical element and 40% for report. The focus is on understanding the concepts and not the technical development.

The second assessment is an individual report, where students are expected to develop effective digital marketing strategies (50%), continuing to follow up and expand upon the first assessment work.

 The assessments are designed to demonstrate;

 ·        Understanding of digital marketing tools and technologies, and issues with new media

 ·        Develop effective digital marketing strategies

  ·        Understand the process of developing web sites and be able to liase more effectively with web developers.

 ·        Effectively use a range of appropriate IT skills

 ·        Work effectively in groups to meet timescales and deadlines.

Essential Reading

 Chaffey, D.,Ellis-Chadwick, F., Mayer, R., Johnston, K., (2009),  Internet Marketing, Strategy, Implementation & Practice,  4^th ed., Harlow, Prentice Hall

Recommended Reading

 Krug, S.  (2002) ‘Don’t make me Think! A Common Sense Approach to Web Usability’ – - New Rider

 Krum, C. (2010), Mobile Marketing, 1^st edition, Pearson Education

 Shih, C. (2010), The Facebook era, Tapping online social networks to market , sell and innovate, 2^nd edition, Pearson Education

 Jackson, S., (2009), Cult of Analytics: Driving online marketing strategies using web analytics, 1^st ed., Butterworth-Heinemann

Journals 

International Journal of Internet Marketing and Advertising

 International Journal of Mobile Marketing

 Journal of Database Marketing and Customer Strategy Management

 Journal of Direct, Data and Digital Marketing Practice

  Journal of Interactive Marketing

Journal of Internet Marketing

 European Journal of Marketing

   Other resources

 www.marketingweek.co.uk (marketing week magazine)

  www.marketingmagazine.co.uk/go.revolution (Part of Marketing Magazine, Haymarket)

  www.comscore.com               

  www.nma.co.uk (New Media magazine)

  www.brandrepublic.com (Brand Republic Magazine)

 www.cim.co.uk

  www.iabuk.net (Internet Advertising Bureau)