| 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. Javornik |
| Open unit status | Not open |
| Units you must take before you take this one (pre-requisite units) |
None |
| 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?
Taking this unit is a pragmatic step toward professional relevance in the contemporary business landscape. In an era where digital platforms are pivotal for brand visibility, this unit equips students with the practical skills and critical thinking necessary for industry. By delving into SEO, PPC, social media, and analytics, students gain a nuanced understanding of the digital marketing terrain, fostering confidence and adaptability. This unit is a pathway to becoming a proficient digital marketing professional. Students learn to leverage emerging trends and contribute meaningfully to the success of businesses online. It offers a realistic and valuable skill set, enabling students to carve out a niche in the competitive digital marketing industry.
How does this unit fit into your programme of study?
This unit draws together and supports learning from other units and provides a platform where they can be practically applied through digital means. This interconnected approach ensures that each unit contributes to a cohesive, well-rounded education, empowering students to navigate the modern marketing landscape.
Overview of Content:
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.
How will students, personally, be different as a result of the unit:
On completion of this unit, students will emerge with a distinctive skill set and a strategic mindset that sets them apart in the competitive landscape. Equipped with a profound understanding of digital marketing principles, graduates will possess a heightened ability to analyse consumer behaviour, conduct comprehensive market research, and strategically position brands in the online sphere.
Learning Outcomes:
On successful completion of this unit, students should be able to:
ILO1: Identify and discuss a variety of digital marketing strategies and tactics across channels and platforms, and critically evaluate their advantages and disadvantages
IL02: Generate effective and persuasive creative content that is supported with theoretical underpinning and appropriate for digital environments and suitable audiences
ILO3: Critically evaluate and recommend tools and criteria for measuring digital marketing campaigns
Teaching will be delivered through a combination of synchronous and asynchronous sessions including lectures, tutorials, drop-in sessions, discussion boards and other online learning opportunities.
Tasks which help you learn and prepare you for summative tasks (formative):
Groups will be invited to briefly present their work in progress to obtain formative feedback. This presentation will not be formally assessed or graded. However, the formative feedback can better equip you for your final presentation.
Tasks which count towards your unit mark (summative):
Groupwork component (50%): 15 minutes presentation of digital marketing strategy, that each group would develop for a chosen organization + 10min for Q&A. The presentation should include:
a) rigorous analysis of the chosen organisation’s current digital marketing activities (ILO2)
b) identification of key strategic areas that should be improved through digital technologies based on the analysis (ILO3);
c) proposal for strategic and tactical approaches that would bring forward improvements of the identified strategic areas in relation to digital marketing channels and platforms (ILO2). This proposal should:
d) Relevant practitioners’ and academic sources (ILO3)
Individual component (50%): 1500 word academic reflection related to the groupwork. In this part of assessment, students will be expected to demonstrate their understanding of the current relevant digital marketing academic literature and their ability to synthesise it, as well as critically evaluate it (ILO1-3).
When assessment does not go to plan:
When a student fails the unit and is eligible to resubmit, failed components will be reassessed on a like-for-like basis.
Where students have failed the group work component, they are expected to submit a 1500 word plan for an improved digital marketing strategy for an organisation of their choice but this must be different to the organisation they used for their original submissions. (50% weighting) (ILOs 1-3)
Where students have failed the individual reflection, they must either write a new reflection or improve on their previously submitted reflection. 1500 words (50% weighting) (ILOs 1-3)
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. EFIMM0066).
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.
