Marketing in a Digital Age
| Module title | Marketing in a Digital Age |
|---|---|
| Module code | BEP1040 |
| Academic year | 2024/5 |
| Credits | 15 |
| Module staff | Jon Paget (Convenor) Jon Paget (Convenor) |
| Duration: Term | 1 | 2 | 3 |
|---|---|---|---|
| Duration: Weeks | 11 |
| Number students taking module (anticipated) | 180 |
|---|
Module description
This module will introduce you to aspects of traditional marketing management theory and its application to developments in the new media environment. It will analyse the communications methods and technological advances in developing campaigns, acquiring new customers, managing and maintaining crucial existing customer relationships. Drawing on examples from social media, digital advertising, media buying, analytics, branding and strategic communications, this module will enable you to examine and critique the many different techniques and tools now available to marketing professionals for managing customer relationships and maximising targeted exposure. Case studies will examine the possibilities of delivering value to organisations and their clients through digital communications and marketing. This module will feature a practical component where you will develop your own search optimisation campaign. By the end of this module you will be familiar with the technology and techniques strategically utilised by digital marketing practitioners to increase reach, sales and adoption of their services, ideas and products.
Module aims - intentions of the module
Digital Marketing will equip you with the language, knowledge and skills to become proficient in the debates and skills surrounding developments in new media marketing. It will teach you the fundamentals of marketing theory and practice in a media/digital context. In essence the module will inspire you to think critically about communication channels and approaches at the heart of successful digital marketing. On completion of this module you will be conversant with the theoretical background to digital marketing as well as the practical application of digital technologies to both mass and customised marketing strategy. In sum, you will learn how to develop, deploy, and execute digital marketing solutions equipping you with graduate skills for your future career.
Intended Learning Outcomes (ILOs)
ILO: Module-specific skills
On successfully completing the module you will be able to...
- 1. engage with the debates surrounding advances in social media and digital technology;
- 2. appropriately use digital technology/social media to either conduct a marketing analysis, design a website, develop a digital marketing or social media communications strategy;
- 3. recount the fundamental principles of marketing (i.e., segmentation, targeting and positioning) and how these have been applied to digital contexts;
ILO: Discipline-specific skills
On successfully completing the module you will be able to...
- 4. explain how marketing evolved with the advent of digital technology and social media by considering the implications in, for instance, marketing promotions, ethical marketing, customer loyalty management, responsible/sustainable marketing, reputation management or brand positioning;
- 5. identify how human behaviour and connections via targeted communications is at the heart of digital media;
- 6. use the language associated with digital marketing with confidence in both an academic and applied context;
- 7. evaluate the short and medium term future for developing, deploying, and implementing digital marketing solutions;
ILO: Personal and key skills
On successfully completing the module you will be able to...
- 8. Use digital technologies/platforms to develop an on-line presence;
- 9. find, interpret, evaluate, manage and share marketing information (including search/website optimisation) for analytical purposes to improve digital intelligence.
Syllabus plan
Formal Lectures
- Introduction to Marketing – what is marketing and the marketing process
- Understanding your target market – segmentation, targeting and positioning
- The marketing mix
- Digital marketing strategies
- Content marketing
- Search Engine Optimisation (SEO)Social media
- Advertising
- CRM
- Marketing campaigns and delivery
Practical Workshops
a) Building a website
b) Digital intelligence and website analysis
c) Search engine optimisation strategies
d) Analytics packages
Learning activities and teaching methods (given in hours of study time)
| Scheduled Learning and Teaching Activities | Guided independent study | Placement / study abroad |
|---|---|---|
| 26 | 124 | 0 |
Details of learning activities and teaching methods
| Category | Hours of study time | Description |
|---|---|---|
| Scheduled Learning & Teaching Activities | 22 | Formal class room based lectures where you will learn the theory and examine case studies |
| Scheduled Learning & Teaching Activities | 4 | Practical workshops where you will be taught and be able to practice on relevant technologies |
| Guided Independent Study | 124 | You will produce an independently researched and written theory paper plus a group project with associated presentation. You will be expected to manage your time accordingly. |
Formative assessment
| Form of assessment | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
|---|---|---|---|
| A plan of the project: detailing the issue for investigation, possible solution, examples of references and sources of data, plus the roles of the group members | 500 words | 1-9 | Written and verbal |
Summative assessment (% of credit)
| Coursework | Written exams | Practical exams |
|---|---|---|
| 70 | 0 | 30 |
Details of summative assessment
| Form of assessment | % of credit | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
|---|---|---|---|---|
| Write and present a report analysing the digital marketing platforms used by a consumer brand | 70 | Report - 1750 words | 1-7,9 | Written and verbal |
| Group based website build and SEO strategy presentation | 30 | Website 1000 words or equivalent, + group report of 1000 words. | 2,6,7,8 | Written and verbal |
Details of re-assessment (where required by referral or deferral)
| Original form of assessment | Form of re-assessment | ILOs re-assessed | Timescale for re-assessment |
|---|---|---|---|
| Write and present a report analysing the digital marketing platforms used by a consumer brand | Report - word document of 1750 words | 1-7, 9 | Referral/deferral period |
| Group based website build and SEO strategy presentation | Individual blog post to identify and assess website design problems (1500 words) | 2, 6, 7, 8 | Referral/deferral period |
Re-assessment notes
A student will be referred in all failed components if the student fails the module with a mark of below 40% overall.
A student if deferred in a single component will be reassessed in that component only.
Deferral – if you have been deferred for any assessment you will be expected to submit the relevant assessment. The mark given for a re-assessment taken as a result of deferral will not be capped and will be treated as it would be if it were your first attempt at the assessment.
Referral – if you have failed the module overall (i.e. a final overall module mark of less than 40%) you will be expected to submit the relevant assessment. The mark given for a re-assessment taken as a result of referral will be capped at 40%.
Indicative learning resources - Basic reading
- Chaffey, D. and Ellis-Chadwick, F., 2022. Digital marketing. Pearson uk. Jobber, E., 2023. Principles and Practice of Marketing 10/e
- Dunford, A., 2019. Obviously Awesome: How to nail product positioning so customers get it, buy it, love it. Ambient Press.
- Journal of Consumer Marketing
- Journal of Digital and Social Media Marketing Journal of Research in Interactive Marketing Journal of Marketing Education
- Wymbs C. (2011) Digital Marketing: The Time for a New “Academic Major” Has Arrived Journal of Marketing Education 0273475310392544, first published on February 20, 2011 http://jmd.sagepub.com/content/early/2011/02/20/0273475310392544.abstract
Indicative learning resources - Web based and electronic resources
- https://www.smartinsights.com/
- http://vle.exeter.ac.uk/course/view.php?id=5902
Indicative learning resources - Other resources
| Credit value | 15 |
|---|---|
| Module ECTS | 7.5 |
| Module pre-requisites | None |
| Module co-requisites | None |
| NQF level (module) | 4 |
| Available as distance learning? | Yes |
| Origin date | 01/09/2014 |
| Last revision date | 31/07/2024 |
