This module reviews strategy in the context of Digital Marketing. It helps the student to understand the strategic business implications of digital marketing, to explore digital marketing communications tools and channels and to assess the impact of digital within integrated marketing communications.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1
Critically analyse the role of digital marketing in strategic marketing planning and business strategy.
LO2
Critically evaluate the digital marketing mix and digital marketing communications tools.
LO3
Evaluate strategic options regarding digital marketing objectives.
LO4
Formulate strategies to understand and engage the digital consumer through market research.
LO5
Evaluate the relationship between various media and their impact on digital marketing strategy.
Pre-requisite learning
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
Requirements
This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.
No requirements listed
Co-requisites
No Co Requisites listed
Module Content & Assessment
Indicative Content
The Digital Context
Understanding the digital context and aligning with your business strategy. The impact of digital media and technology on the marketing mix.
Digital Marketing Communications and Channels
Strategic overview of digital marketing communications and channels to reach the consumer including paid, owned and earned techniques.
Digital Marketing Objectives
Setting strategic digital marketing objectives including lead generation, client acquisition, branding and retention.
Understanding the Digital Consumer
Understanding an organisation's target market and their various touchpoints with a product/company.
Integrated Marketing Communications
The relationship between online and offline media and their impact on digital marketing strategy.
Assessment Breakdown
%
Course Work
100.00%
Course Work
Assessment Type
Assessment Description
Outcome addressed
% of total
Assessment Date
Written Report
Written report on the digital context and relevant communications tools and channels.
1,2,3
50.0
Week 7
Presentation
Presentation on a digital marketing strategy topic, for example a critical evaluation of digital marketing objectives.
2,3,4,5
50.0
Week 13
No End of Module Formal Examination
Reassessment Requirement
Coursework Only This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.
The institute reserves the right to alter the nature and timings of assessment
Module Workload
Workload: Full Time
Workload Type
Workload Description
Hours
Frequency
Average Weekly Learner Workload
Lecture
Class based lectures
1.0
Every Week
1.00
Lab
Lab based instruction
1.0
Every Week
1.00
Independent Learning
Reading, case study analysis
5.0
Every Week
5.00
Total Hours
7.00
Total Weekly Learner Workload
7.00
Total Weekly Contact Hours
2.00
Workload: Part Time
Workload Type
Workload Description
Hours
Frequency
Average Weekly Learner Workload
Lecture
Class based lectures
1.0
Every Week
1.00
Lab
Lab based instruction
1.0
Every Week
1.00
Independent Learning
Reading, case study analysis
5.0
Every Week
5.00
Total Hours
7.00
Total Weekly Learner Workload
7.00
Total Weekly Contact Hours
2.00
Module Resources
Recommended Book Resources
Dave Chaffey, Fiona Ellis-Chadwick 2015, Digital Marketing, 6th Ed., Pearson Education Ltd United Kingdom [ISBN: 9781292077611]
Supplementary Book Resources
Simon Kingsnorth 2016, Digital Marketing Strategy: An Integrated Approach to Online Marketing, 1st Ed., Kogan Page Ltd [ISBN: 9780749474706]
Damien Ryan 2014, Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation, 3rd Ed., Kogan Page London [ISBN: 0749471026]