module specification

MC5055 - Digital Marketing (2022/23)

Module specification Module approved to run in 2022/23
Module title Digital Marketing
Module level Intermediate (05)
Credit rating for module 15
School Guildhall School of Business and Law
Total study hours 150
 
36 hours Scheduled learning & teaching activities
105 hours Guided independent study
9 hours Assessment Preparation / Delivery
Assessment components
Type Weighting Qualifying mark Description
Coursework 100%   Individual report word count 2,000 words
Running in 2022/23
Period Campus Day Time Module Leader
Spring semester North Monday Morning

Module summary

In the current business environment, it is imperative that marketers keep pace with the dramatic and far-reaching changes fuelling digital transformation. This module is about appreciating the importance of the ever-evolving, dynamic digital marketing landscape. This module introduces students to the digital marketing channels and their applications.  It presents theoretical frameworks and models, which are relevant to digital marketing practice. It examines the development of supporting technologies for digital marketing and examines digital channels and their suitability for inclusion for effective integrated online and off line marketing programmes and campaigns. Search Engine Optimization (SEO), customer acquisition and retention, mobile marketing, email marketing, online PR, affiliate marketing, social media, video and multichannel marketing are all explored in detail. It identifies the importance of effective digital monitoring and measurement techniques that enable organisations to improve digital marketing effectiveness performance and planning. It introduces student’s related legislation, regulation and codes of practice.
The module aims to –
• Develop students' understanding and knowledge of the issues in digital marketing.
• Provide students an understanding of the nature of digital marketing concepts and techniques, and the role of digital marketing in improving an organizations marketing effectiveness and planning.

The module builds on the acquisition of the  following Skills
• Analysing data & problem solving
• Application of Knowledge and presenting Data
• Digital literacy and IT skills

Prior learning requirements

Principles of Marketing & Practice of Marketing

Syllabus

• The principles and drivers of digital marketing - The relationship between digital and traditional marketing concepts.
• Analysing the digital macro and microenvironment. -including Legislation, regulation and codes of practice related to digital marketing and ethical & responsible consideration in digital marketing.
• The digital environment – Digital transformation, programmatic marketing, Artificial intelligence, virtual augmented reality. The internet of things. Platforms- Mobile apps.
• The benefits of internet marketing, using 5 S frameworks.  The 10cs of internet marketing, marketing models of the digital world B2B, B2C G2C etc.
• Factors influencing online consumer- Motives for going online -  Chaffey 6 Cs framework. Expectations & concerns re security & privacy on line buying, Customer journey experiences & touch points .The digital sales funnel. Developing personas, researching and understanding the consumers on line behaviour.
• Social Media & Influence on consumer – Blogging, social sharing, user generated content.

Learning Outcomes LO1

 

Planning  Digital Marketing

SOSTAC planning model. -The Development of analytical & evaluative   approaches for measuring planning  and improving web marketing performance onsite acquisition, conversion and retention

•  Digital Marketing Metrics & analysis

• Traffic generation techniques Search engine optimisation(SEO)-
Search Engine Marketing (SEM) Key words, Email, Social media, Paid search, Affiliate marketing.


• Digital media & the marketing mix- Examining and applying the marketing mix in an online context and evaluating the options available to use digital channels to vary and integrate the marketing mix.
•Marketing communication - Platforms & tools – Owned earned & paid.
On line video, Embedded video Blogs, podcast email   Email Marketing & newsletters.
Advertising – Ad formats  , search advertising, network advertising

• Delivering customer experience on line

Mobile experience ,Personalisation, Marketing automation 

Web site structure  –  Navigation ,  & design web ownership, usability, landing pages  content development, .content marketing  User experience ( UX)

Digital Content – Digital content Differences between traditional and digital.  The marketer the publisher, Digital value and interest.  5 stage framework .Steps in producing content – Customer needs entertainment or information. Develop or curate. Linking content to purchasing
• Types of content – Stock and Flow content, Formats Bosomworth’s Framework- Inspire/Entertain/Educate formats /convince .Consumer generated content. Consumers as part of the brand story. Content sharing. Discussion forums

Social media Marketing – The honey comb model & social listening. The COBRA model.

Engagement & Relationship Marketing using digital platforms.   ECRM Social CRM

Learning Outcomes LO2

Balance of independent study and scheduled teaching activity

The module will be delivered over a 12 week period and consist of  1 hour lecture and 2 hour seminar each week.  The seminars will consist of a focus on key issues, concepts of digital marketing and their application to real life digital marketing situations. This will assist on building knowledge on the key topic areas in Digital Marketing. A blended learning approach will be applied for seminars activities and students through web learn will be given material in advance to prepare for seminars. Students are expected to prepare material .Additionally the seminars will serve to anchor knowledge through small group discussions, case study/ journal article/problem solving analysis and interchange of questions answers and debate. The aim will be to on enabling students to apply knowledge into real life scenarios in order to prepare them for the individual assessments. Formative feedback will be given in workshops based on student’s ability to work through the given material. A number of seminars will require prepared computer based activities. This is to assist in applied understanding of technological skills required for digital marketing in order to bridge the gap between web developers and marketers.
The use of WeLearn facilities is central to the delivery of module handbook, case studies, journal articles, external web links and student feedback. Students will also be encouraged to use web learn blogs to share their views of contemporary digital marketing issues.  As part of their personal development, students will be encouraged to consider the development of digital skills.

Learning outcomes

On completion of this module  the students will be able to:
1.  Assess  & analyse the on line  marketplace  and the impact influence of the dynamic digital environment on marketing activity and consumers LO1
2. Develop a conceptual and analytical approach in the planning of digital marketing programmes to an organization and its markets LO2

Assessment strategy

The assessment has been designed to test achievement of the module’s learning outcomes requires students to apply the knowledge gained during the module. Accordingly, the module is assessed by one component:
Individual 2,000 word coursework weighing 100%; week due: 15 LO & LO2
Students will be required to produce a digital marketing plan report. The plan will be underpinned by digital marketing concepts theories & frameworks. Students will produce a detailed analysis  of a company’s on line presence  and within a sector, set objectives, discuss rationale for strategy and tactics  and set appropriate metrics for control and evaluation   This report provides students with experience in identifying, analysing and evaluating digital marketing campaigns and programmes within market sectors.

Bibliography

Core
Chaffey D. Ellis-Chadwick F.  (2019) strategy Implementation & practice 7th Edition Pearsons
Smith, P. Chaffey D. (2017) Digital Marketing Excellence Planning, optimising and Integrating Online Marketing 5th Edition Rutledge
Hanlon A. (2019) Digital Marketing strategic planning & integration

Additional helpful reading
Charlesworth A. (2018) Digital Marketing A practical approach 3rd Edition Routledge
Kingsnorth (2019) Digital Marketing Strategy : An Integrated Approach to Online Marketing Kogan Page
Dhal S.(2018) Social Media Marketing: Theories and application 2nd Edition  Sage publications
Heinze A. (2020) Digital and Social Media Marketing Routledge

Journals
Journal of Interactive Marketing
Journal of Interactive Advertising
Journal of Internet commerce
Computers in Human Behaviour
Journal of Internet Business
The Journal of Database Marketing and Customer Strategy Management
International Journal of Mobile Marketing
Journal of Direct, Data and Digital Marketing Practice
International Journal of Electronic Commerce
Journal of Mobile Communications
The Journal of Database Marketing and Customer Strategy Management
Journal of Targeting, Measurement and Analysis for Marketing
International Journal of Electronic Commerce Studies (open access)
International Journal of Mobile marketing
The Journal of Mobile User Experience
Journal of Targeting, Measurement and Analysis for Marketing

Websites:
emarketer - http://www.emarketer.com/
Smartinsights - http://www.smartinsights.com/
Clickz -http://www.clickz.com
Social  media today http://www.socialmediatoday.com/
Search engine land  http://searchengineland.com/
Internet retailing  http://internetretailing.net/
Ecommerce times  http://www.ecommercetimes.com/
Mobile commerce http://www.mobilecommerce.co.uk/
Retail Technology http://www.retailtechnology.co.uk/
Marketing Sherpa:  www.marketingsherpa.com
The social media monthly  http://thesocialmediamonthly.com/
Digital Marketing Magazine http://digitalmarketingmagazine.co.uk/
Social Media examiner http://www.socialmediaexaminer.com/
Mobile commerce daily. com   http://www.mobilecommercedaily.com
The drum http://www.thedrum.com
Similar web https://www.similarweb.com/
Google trends https://trends.google.com/trends/
The Internet Advertising Bureau (IAB) UK https://www.iabuk.com/

Social Media Sources
Facebook
Snapchat
Twitter
Instagram
Pinterest