MARKETING IN THE DIGITAL ENVIRONMENT - 2019/0

Module code: MAN3089

Module Overview

This module introduces students to the key issues and practices of marketing in the digital environment. Students will work on a real-life project and will be asked to produce a marketing campaign linking offline and digital marketing activities tools. This is a hands on module and students will be acquiring knowledge while working on the project through SurreyLearn. Thus, this module requires a fair amount of independent learning and outside classroom engagement. The workshops are designed to refine ideas with practitioners who will be present. In addition there might be online session to support further learning as well as Guest Speakers with specific expertise in a given field.

Module provider

Surrey Business School

Module Leader

RIVERS Christine (SBS)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 6

JACs code: N500

Module cap (Maximum number of students): N/A

Module Availability

Semester 2

Prerequisites / Co-requisites

This module requires students to have some understanding of marketing and be familiar with marketing terminology. 

Module content


Understanding the Client Problem in a digital and non-digital environment
Understanding the brief and target market
Designing messages in line with brand guidelines
Identify communication channels relevant for marketing in digital and non-digital environments
Develop a campaign based on the brief
Plan a campaign in line with the budget and KPIs
Evidence decisions of various marketing activities relevant for digital and non-digital environments.
Present campaign back to the client in a professional manner

Assessment pattern

Assessment type Unit of assessment Weighting
Coursework GROUP PROJECT (PRESENTATION & 1500 REPORT) 50
Coursework INDIVIDUAL REFLECTIVE 5 MIN PODCAST (Group work) 20
Coursework INDIVIDUAL ESSAY 5 MIN PODCAST (CONTENT) 30

Alternative Assessment

For Group Project: If students have ECs for the group project students will be asked to write an Individual report (1500 words) For Podcast: Individual Podcast reflection on work undertaken and self evaluation of the work (5 min) (This is only used if students do not pass the group project or cannot complete the group project).

Assessment Strategy

The assessment of the module will take place in three parts: group project (presentation & report), individual reflective (5 min) podcast related to your group work experience and an individual essay (5 min podcast) related to content. The group project is supposed to be submitted in week 8 and the individual 5 min podcast will be submitted in week 9, the individual essay podcast will be submitted in week 12.

The first assessment is made up of a group project (50%). Students are required to work on a real-world challenge and act as a fictive  marketing agency (teams of 4-5 people). Students will have to present the creative strategy of the marketing campaign based on primary and secondary research and insights analysis. The report should focus on financial data, KPIs, campaign evaluation and timings. Both elements count towards the mark of the group project. Presentations count 25% and reports count 25% to the overall group project mark.

The second assessment will ask students to submit an individual reflective 5 minute podcast (20%) which should focus on the group work experience. This should be submitted a week after the group project is due. Here students will get the opportunity to assess their individual performance as part of the group and also outline challenges and how these were addressed and will be addressed in the future. 

The third assessment is an individual 5 min podcast (30%), where students are expected to demonstrate their knowledge and understanding of key issues in this field on a current issue in Marketing. Students can collect relevant questions and content throughout the module and should be able to link their project experience and any previous work experience to theoretical models underpinning their choices to complete the marketing project. These should be submitted in week 12. 

The assessments are designed to demonstrate:


an understanding of digital marketing tools and technologies, and issues with new media
the ability to communicate marketing solutions to a client relevant for marketing products/ services in digital and non digital environments. 



the ability to develop effective digital marketing campaigns against a budget
an understanding of the process of developing digital marketing strategies for “clients” and to be able to liaise more effectively with clients.
effective use of  a range of appropriate IT skills
effective skills in teamworking to meet timescales and deadlines  


Formative assessment and feedback
•Students will receive individual and group feedback during the module from the tutor.

Module aims

  • To prepare students to understand key issues designing marketing campaigns in both digital and non-digital environments and understand the differences.
  • To apply and consolidate knowledge gained in previous marketing modules and placements as relevant to deliver to a marketing brief
  • To be aware of current and future issues of marketing in the digital environment
  • To collaborate with clients and manage the relationship
  • To be able to deliver a campaign as a team, professionally and on time while working with ambiguous information

Learning outcomes

Attributes Developed
001 Demonstrate a knowledge of a wide range of marketing activities in online and offline environments and how these need to be bridged KC
002 Understand key marketing terminology used to design and deliver marketing campaigns. KCPT
003 Deliver towards a marketing brief (e.g. objectives, KPIs, evaluation methods) KCPT
004 Analyse target markets and select and justify appropriate marketing approaches KCPT
005 Justify marketing related choices and decision making based on evidence approaches KCPT
006 Interpret and Analyse data using various types of sources (online and offline, primary and secondary data) KCPT
007 Discuss and critically evaluate information and theoretical concepts in the context of the marketing project. KCPT

Attributes Developed

C - Cognitive/analytical

K - Subject knowledge

T - Transferable skills

P - Professional/Practical skills

Overall student workload

Workshop Hours: 24

Independent Study Hours: 117

Seminar Hours: 12

Methods of Teaching / Learning

The teaching and learning methods include 3h interactive workshops and has adopted a flipped classroom approach. A range of methods will be  incorporated, such as; critical questioning, appropriate video footage, case studies, and exercises. There will also be a focus on independent learning, which is related to the assessment. Students will have the opportunity to work on real-world projects.

The module is designed with practitioners and the aim is to give students the opportunity to experience a real-life project and work with a client. This is a hands-on workshop based module, workshops are 2/3 hours and additional webinars will be used to deliver more detailed content. Theory will be provided through links to relevant articles and students are expected to self-study these and answer critical questions, which are linked to the verbal exam. The project will be accompanied by practitioners in the classroom and topped up with relevant guest speakers.

 

Assessment Strategy: The assessment of the module will take place in two parts: verbal exam and a group project. The group project is supposed to be submitted in week 8/9 and the verbal exam will take place commencing week 12.

 

The first assessment is made up of a group project (70%). Students are required to work on a real-world challenge and act as a fictive (digital) marketing agency (teams of 4-6 people). Students will have to present their findings, give peer feedback on the presentations, produce a report and reflect on their group work*. *As this is a group project, students will be asked to submit a 1 min individual podcast reflecting on their group work. The group project consists of: presentations (30%), Report (20%), Individual Podcast (10%) and Peer Group Feedback on Presentations (10%). Presentations will be held around week 8/9 and the report will be due in weeks 10/11. 

 

The second assessment is a verbal exam (30%), where students are expected to demonstrate their knowledge and understanding of key issues in this field linked with their experience on the project. Verbal exams will be held in week 12 in groups of 3-5 students at the time. A second marker will be present and/ or all verbal exams will be recorded. Students will receive an individual mark and written feedback.

The assessments are designed to demonstrate;


an understanding of marketing tools and technologies in a digital and non-digital environment
the ability to develop  effective marketing strategies for such environments
an understanding of the process of developing marketing strategies for “clients” and to be able to liaise more effectively with clients.
effective use of  a range of appropriate marketing skills
effective skills in team working to meet timescales and deadlines

Indicated Lecture Hours (which may also include seminars, tutorials, workshops and other contact time) are approximate and may include in-class tests where one or more of these are an assessment on the module. In-class tests are scheduled/organised separately to taught content and will be published on to student personal timetables, where they apply to taken modules, as soon as they are finalised by central administration. This will usually be after the initial publication of the teaching timetable for the relevant semester.

Reading list

Reading list for MARKETING IN THE DIGITAL ENVIRONMENT : http://aspire.surrey.ac.uk/modules/man3089

Other information

Please note that the reading list will change depending on the real-life project you are working on. For instance if the focus is on smart cities then we will provide references for you in relation to marketing and smart cities, or if the project focuses on App development for a particular product then we will focus on that. This should help you contextualize your learning more deeply. 

Programmes this module appears in

Programme Semester Classification Qualifying conditions
Business Management (Marketing) BSc (Hons) 2 Compulsory A weighted aggregate mark of 40% is required to pass the module
International Business Management BSc (Hons) 2 Optional A weighted aggregate mark of 40% is required to pass the module
International Business Management MBus 2 Optional A weighted aggregate mark of 40% is required to pass the module
Business Management BSc (Hons) 2 Optional A weighted aggregate mark of 40% is required to pass the module
Business Management (Dual degree with SII-DUFE) BSc (Hons) 2 Optional A weighted aggregate mark of 40% is required to pass the module
Computing and Information Technology BSc (Hons) 2 Optional A weighted aggregate mark of 40% is required to pass the module
Business Management MBus 2 Optional A weighted aggregate mark of 40% is required to pass the module
Business Management (Marketing) MBus 2 Compulsory A weighted aggregate mark of 40% is required to pass the module
International Event Management BSc (Hons) 2 Optional A weighted aggregate mark of 40% is required to pass the module

Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change. This record contains information for the most up to date version of the programme / module for the 2019/0 academic year.