| Unit name | Digital Marketing: Strategy, Tools and Tactics |
|---|---|
| Unit code | EFIMM0066 |
| Credit points | 20 |
| Level of study | M/7 |
| Teaching block(s) |
Teaching Block 2 (weeks 13 - 24) |
| Unit director | Dr. Emma Slade |
| Open unit status | Not open |
| Pre-requisites |
None |
| Co-requisites |
None |
| School/department | School of Management - Business School |
| Faculty | Faculty of Social Sciences and Law |
In this unit, you will develop a comprehensive and critical understanding of the role of digital marketing in various organisations. The unit considers what digital marketing strategy means and how it may be planned and implemented looking at a range of examples across business sectors. Various technologies are explored and the relationship between digital marketing strategies and the wider organisation, the key issues in the development and implementation of digital marketing strategies, and the threats are examined.
On completion of this unit, students will be able to:
ILO1: Examine contemporary issues and challenges in the field of digital marketing
ILO2: Critically analyse an organisation’s internal and external environment using suitable tools to inform a digital marketing plan
ILO3: Identify and discuss a variety of digital marketing channels and tactics, and critically evaluate their advantages and disadvantages
ILO4: Create a rigorous digital marketing plan and be able to make credible recommendations regarding monitoring and evaluation
The learning process will be based on a combination of flipped learning style sessions with seminar style tutorials involving in-class discussion of each topic which is combined with hands-on experience of real business cases.For those less acquainted with practice issues more emphasis will be placed on research, case studies and other problem-solving activities. Some of these sessions may be hosted by guest lecturers from industry or other academic institutions.You will be expected and directed to read from a range of sources including academic journals. You will interact and communicate within group activities enhancing practical leadership skills, including team, negotiating and influencing skills. You will work autonomously as well as interactively within group exercises.The unit structure offers 30 contact hours in total. The remaining 170 learning hours will be spent in independent study and in the preparation of assessment.
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A 20-minute individual video presentation supported by 1,500 word appendix. Students are required to present a digital marketing plan utilising an appropriate framework (ILO4). Students will need to critically analyse an organisation’s micro and macro environment (ILO2) and examine contemporary issues and challenges in the field of digital marketing (ILO1) to inform the decisions involved in devising a digital marketing plan. They will also be required to identify and discuss a variety of digital marketing channels and tactics, and critically evaluate their advantages and disadvantages (ILO3) for achieving the digital marketing objectives set as part of the plan.
