MC5018 - Communications and Digital Marketing (2020/21)
|Module specification||Module approved to run in 2020/21|
|Module title||Communications and Digital Marketing|
|Module level||Intermediate (05)|
|Credit rating for module||30|
|School||Guildhall School of Business and Law|
|Total study hours||300|
|Running in 2020/21||
This module introduce students to fundamentals of digital marketing and the marketing communications process and the role of an integrated marketing communicating approach in both traditional and digital communication formats, in achieving marketing objectives . The changing environment and impact of technology are explained as background for synthesis of the communications process. The content includes an examination digital marketing tools, formats and platforms, designing traffic generation techniques and consumer digital experiences. The module will explore communication theory and models; Digital & integrated marketing communications plan; the marketing communications mix and tools; evaluation and control of plans and the regulatory framework in which marketing communications operate.
To module aims to provide an understanding of:
• The concept of Integrated Marketing Communications (IMC), the role of communications tools and communications theory and models
• The SOSTAC + 3M’s IMC planning model and how both old and new marketing thinking contributed to its development
• How to select the relevant tools and develop a fully integrated marketing communications and how the plans are controlled and evaluated.
• The characteristics of digital marketing and techniques used in managing a digital presence
Acquisition, Conversion and retention & growth strategy to build customer advocacy & loyalty
On completion of this module students should develop the following skills.
Being creative, Analysing data/research, Application of knowledge and presenting data, Communicating/Presenting, orally and in writing, Interpersonal including working together in teams, cross cultural awareness, having a positive attitude, referencing, negotiation and persuasion.
Prior learning requirements
Synthesis of the communications process.
-How integrated marketing communications developed – the concept of integrated marketing communications
-Factors leading to integrated marketing and corporate communications in both a national and global context
- How integrated marketing communications fits into a company’s marketing plan, and the role marketing communications tools plays within the marketing communications framework
- Barriers to integrated communications
- Theoretical principles of branding/brand equity & the role of marketing communications in building strong brands/brand equity and influencing consumer purchase behaviour
- SOSTAC + 3M’s IMC planning model and how both old and new marketing thinking contributed to its development
-Communications theory and models including; hierarchy of effects models, Attitude formation and change, elaboration likelihood, attitude formation and change, how communications work in a digital age
Evaluation of the regulatory framework in which marketing
communications operate and the marketing communications mix and tools
-Standards and responsibilities- regulatory, legislative and ethical issues and framework within which marketing communications operates.
-Advertising and advertising research.
-Cross- cultural issues in international marketing communications strategies and planning -Culture, cultural norms, language and symbols
standardisation, adaptation & localisation
-The media planning options for traditional and digital-paid, owned and earned media for advertising including (TV, Radio, Print, cinema, outdoor, digital billboard, display advertising, video advertising, advergamin.
-The use of other tools in the marketing communications tool kit, including brand activation, direct marketing, public relations, sponsorship, exhibitions and trade fairs. LO1
Marketing Communications Plan
A detailed analysis of the marketing communications process
- An integrated marketing communications strategy and context analysis
- Understanding and selecting target audience decision making
- Setting communications objectives and budgets
- Creative strategy -creative idea and creative appeals; strategy and executional styles.
- Campaign implementation and scheduling process
- How marketing communications tools used in a campaign are measured, controlled and evaluated (quantitative /qualitative approaches) LO2
Understanding of digital situation market place and B2B, B2C & C2C & global digital presence, audience analysis competitor bench marking and partner influencer analysis. Digital metrics and analysis
Setting a digital strategy & communication plan
Objective setting using 5 S framework, understanding on line brand value proposition
Tactics and tools – RACE framework
REACH – Traffic Generation techniques -Search engine optimisation, SEO paid search PPC, On line communication tools- Digital PR, On line Advertising (native advertising banners, behavioural advertising video ads, programmatic ) Affiliate, social media, email, on line sponsorship, On line sales promotion. Traditional communication tools.
ACT & CONVERT -. Content marketing (owned & paid) customer journeys, marketing automation, social commerce.
ENGAGE – Customer experience ,ECRM, social CRM, customer contact strategy personalisation
Managing digital marketing – Evaluation & control Metrics & KPIs LO3
Balance of independent study and scheduled teaching activity
The module is delivered over a 30-week period and consists of 1 hour lecture and 2 hours seminar each week. Exceptions to these are weeks 28 and 29, which will be used for examination preparation and support. The weekly lectures will focus on key theories, concepts, models and frameworks of the principles of marketing and their application to real life situations in the context of UK/European and Global environments. The seminars will focus on discussions, debates, questions and answer sessions to build on the topics covered in the lectures. The emphasis will be on group activities and preparation for, case study analysis and the development of individual and group communications and presentational skills.
Exams will take place at the end of semester 1 during timetabled exam period. Course work in the form of oral presentation and written report group assessment. Students will be required to gather and evaluate information from various sources and relate contemporary issues to their knowledge of the marketing communications and digital marketing discipline and profession.
The 2nd half of the module will focus on the digital marketing aspects in order for students to understand the digital channel and it relationship to traditional marketing management and techniques. The module support independent and group learning through the module's virtual learning environment hosted on WebLearn. Here students can access resources such as lecture notes, recorded lectures, study guides, coursework briefs, guidelines and feedback, as well as links to further resources. Students are encouraged to actively engage with the subject, their peers, and the tutors through the module's online discussion threads.
Reflective learning is incorporated into the module and students are advised to keep a journal of experiences and personal development to analyse and reflect on the effectiveness of their learning.
On completing the module students will be able to:
1. Demonstrate a critical understanding of the principal theories of marketing communications as they relate to buyer behaviour and purchase decision making
2. Recognise and critique the increasingly complex nature of communications within the management, delivery and control of strategic marketing plans
3. Demonstrate a critical understanding of the principal theories of digital marketing & relationship to developing a collaborative communication plan
1. Unseen Exam LO1
This 2 hours exam will comprise a choice of essay type questions in an unseen examination. Students will be required to show and apply their knowledge of general definitions, theories, concepts, and tools related to the marketing communications syllabus at the end of the Autumn Semester.
2. In-Class Group Presentation LO2
In small teams of 3-4 students, as an oral presentation, each team will be required to produce a digital marketing plan with an emphasis on a comprehensive use of integrated communications tools.
3. Individual Report LO3
The assessment requires students to analyse, think critically and apply specialist knowledge gained during the module. The assessment is based on the response to a live brief that requires students to develop this as a digital marketing plan report of 3,500 words.
De Pelsmacker, P., Geuens, M. & Van den Bergh, J., (2017) Marketing Communications, A European Perspective 6th ed, FT Prentice Hall (Available as an e-book.)
Chaffey, D. and Smith, P.R., (2017) Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing 5th Edition Routledge.
Kingsnorth S. (2016) Digital Marketing Strategy: An Integrated Approach to Online Marketing Kogan page
Clow, K and Baack, D (2016) Integrated Advertising, Promotion, and Marketing Communications 8th edition, Pearson
Fill, C. and Turnbull (2016) Marketing Communications, 7th ed., Pearson (Available as an e-Book)
Kotler et al (2017) Marketing Management, 3rd edition. Pearson Education Limited
PR Smith, P.R. and Ze Zook (2011), Marketing Communications, 5th ed, published by Kogan Page, London. www.koganpage.com
Chaffey D. , Ellis-Chadwick F. (2016) Digital Marketing: Strategy, Implementation and Practice Pearson Higher Education
Charlesworth A. (2018) Digital Marketing A practical approach 3rd Edition Routledge
Kaufman I . Horton C. (2015) Digital Marketing Integrating strategy and tactics with values Routledge
Dhal S.(2015) Social Media Marketing Sage publications
Charlesworth A. (2015) An introduction to social media marketing Routledge
Rowles D. (2017) Mobile Marketing 2nd edition Kogan page
Journal of Product and Brand Management
Journal of Communication Management
Journal of Marketing Communications
International Journal of Integrated Marketing Communications
Journal of Advertising
Journal of Advertising Research
International Journal of Advertising
Academic Digital marketing Journals
Journal of Interactive Marketing
Journal of Interactive Advertising
International Journal of Mobile MarketingComputers in Human Behaviour
Journal of Direct, Data and Digital Marketing Practice
Journal of Website Promotion
Journal of New Communications Research
International Journal of Electronic Commerce
Journal of Mobile Communications
Journal of Direct, Data and Digital Marketing Practice
Journal of consumer marketing
The journal of database marketing and customer strategy management
Journal of targeting, measurement and analysis for marketing
Chartered Institute of Marketing (CIM)
Marketing stable of magazines
emarketer - http://www.emarketer.com/
Smartinsights - http://www.smartinsights.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 examinerhttp://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/
Mintel Marketing Intelligence
Newspapers & Magazines (Marketing pages)
Wall Street Journal Europe
Other relevant books, articles and other resources would be recommended as required during the academic year