| Unit name | Digital Marketing |
|---|---|
| Unit code | EFIM30060 |
| Credit points | 20 |
| Level of study | H/6 |
| Teaching block(s) |
Teaching Block 1 (weeks 1 - 12) |
| Unit director | Dr. Emma Slade |
| Open unit status | Not open |
| Units you must take before you take this one (pre-requisite units) |
MGRC1NEW1 - Principles of Marketing (new unit) EFIM20046 Consumption and Consumer Behaviour Marketing Communications (new unit proposed at level 5; this change is effective from 2024/2025) |
| Units you must take alongside this one (co-requisite units) |
None |
| Units you may not take alongside this one |
None |
| School/department | School of Management - Business School |
| Faculty | Faculty of Social Sciences and Law |
Why is this unit important?
Rapidly evolving and ubiquitous digital media and technologies continue to affect all elements of the marketing mix. In this unit, students will have an exciting opportunity to engage with cutting-edge academic and industry-driven research to develop a comprehensive and critical understanding of the impact of digital marketing for various groups. Students will learn about the key aspects needed to devise a strategic approach to digital marketing and understand the importance of data for acquiring insight and facilitating continuous improvement. Students will become familiar with a range of digital marketing channels and tactics, from search and social media, to display advertising and immersive technologies, and critically consider the usefulness of these across the customer journey as well as ethical issues they present.
How does this unit fit into the programme of study?
This unit builds on the foundational understanding of marketing concepts acquired in the first year of study and of consumer behaviour and marketing communications in the second year of study.
An overview of content
Digital marketing is fundamentally about understanding customers and, as a result of this, being able to effectively employ digital technologies that will enhance customer experiences. Therefore, the unit starts with learning how to acquire and apply customer insights and how to build effective customer experiences through owned channels. Then we move on to explore and critically evaluate different paid, owned, and earned digital marketing channels and tactics. Finally, we consider how to develop a strategic approach to digital marketing and how to make use of data to continuously improve.
How will students, personally, be different because of the unit?
During the unit students will further develop their communication, problem solving, planning, and organising skills. As a result of the unit, students will be able to consider and apply their deeper, critical understanding of the use of digital technologies for marketing purposes in their everyday consumption.
Learning outcomes
On completion of this unit, students will be able to:
ILO1: Appraise contemporary developments and challenges affecting digital marketing, from advances in technology to changes in consumer behaviour and legislation;
ILO2: Critically examine organisations’ current digital marketing activities, reflecting on internal and external factors influencing effectiveness and potential development;
ILO3: Evaluate a variety of digital marketing channels and tactics considering their strengths and weaknesses in different contexts as well as ethical issues for consumers and society;
ILO4: Develop a strategic and creative digital marketing plan and identify relevant metrics for monitoring and evaluation.
Teaching is delivered through a combination of lectures and seminars. Students will be required to undertake specific reading prior to lectures upon which we will build during the session. Seminars are interactive and group-based, applying the concepts examined during lectures, to aid assessment preparation.
Tasks which help you learn and prepare you for summative tasks (formative):
During the seminars we will work on elements of the assessment in groups, providing the opportunity for both peer and lecturer feedback.
Tasks which count towards your unit mark (summative):
The unit is assessed by individually written coursework (3,000 words) worth 100% of the summative grade, for which you will need to develop a strategic digital marketing plan together with creative content assets or mock-ups (ILO4). You will need to critically analyse an organisation’s current digital marketing activities, assessing internal and external factors (ILO2), including contemporary developments and challenges in the field of digital marketing (ILO1), to inform the plan. You will also be required to evaluate a variety of digital marketing channels and tactics, considering their strengths and weaknesses in relation to each other, for achieving the objectives of your plan, as well as potential ethical issues (ILO3). The plan should be implementable with relevant metrics identified to facilitate evaluation and continuous improvement (ILO4).
When assessment does not go to plan
The reassessment of this unit will require you to choose a different organisation to your original submission and complete a new digital marketing plan (3,000 words) as above.
If this unit has a Resource List, you will normally find a link to it in the Blackboard area for the unit. Sometimes there will be a separate link for each weekly topic.
If you are unable to access a list through Blackboard, you can also find it via the Resource Lists homepage. Search for the list by the unit name or code (e.g. EFIM30060).
How much time the unit requires
Each credit equates to 10 hours of total student input. For example a 20 credit unit will take you 200 hours
of study to complete. Your total learning time is made up of contact time, directed learning tasks,
independent learning and assessment activity.
See the University Workload statement relating to this unit for more information.
Assessment
The Board of Examiners will consider all cases where students have failed or not completed the assessments required for credit.
The Board considers each student's outcomes across all the units which contribute to each year's programme of study. For appropriate assessments, if you have self-certificated your absence, you will normally be required to complete it the next time it runs (for assessments at the end of TB1 and TB2 this is usually in the next re-assessment period).
The Board of Examiners will take into account any exceptional circumstances and operates
within the Regulations and Code of Practice for Taught Programmes.
