DIGITAL MARKETING & SOCIAL MEDIA - 2020/1

Module Overview

This module aims to introduce students to the core principles of digital marketing and social media. Information and communication technology is changing the way companies interact with consumers. Technological evolution continues apace and marketers are seeking to exploit it in new, creative ways. This module provides a comprehensive framework for understanding the contextual, strategic and operational issues involved in the application of technology to marketing.

The course will be of particular value to students planning careers in digital marketing and marketing consulting. The course is designed for students with some background in basic marketing concepts.

This module includes seminars related to improve the practical, digital skills of the students.

Addressing different learning styles, the following teaching methods are applied in this course: Pre-readings, Lectures, Class Exercises, Class Discussions, Real World Cases, Individual Assignment, Exam.

Module provider

Surrey Business School

Module Leader

FLOH Arne (SBS)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 7

JACs code: N500

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

Module Availability

Semester 1

Prerequisites / Co-requisites

None

Module content

Indicative content includes:

• Introduction to Digital Marketing & Social Media


• Strategic models for the Virtual World


• Understanding Online Buyer Behaviour


• Marketing Research & Planning


• Online Marketing Mix


• Relationship technologies & CRM


• Communication Strategies


• Evaluating Digital Channel Performance


• Emerging technologies and future prospects


• Digital Skills

Assessment pattern

Alternative Assessment

N/A

Assessment Strategy

The assessment strategy is designed to provide students with the opportunity to demonstrate

• Define, analyse and apply theories and concepts of digital marketing;


• Apply and evaluate theories of online consumer behaviour;


• Demonstrate analysis and understanding of the issues involved in developing a marketing strategy for the web and the wireless web;


• Critically evaluate current developments, the opportunities and challenges of marketing technologies and discuss their future prospects.

 

Individual report contributes to LO1 and LO3. Individual exam contributes to LO1-LO4.

 

Thus, the summative assessment for this module consists of:

• 
  Individual report (2000 words)
  


• 
  Individual, closed-book exam (2 hours)
  

A feedback sheet for each group report will be developed and applied in the marking process. The feedback sheet details the key criteria used, assoiciated meanings, and mark allocation.

 

Formative assessment and feedback

Formative assessment will be conducted in bi-weekly seminars where the students are asked to report their progress and share issues with the seminar tutor. Pre-exam feedback will be provided in form of examinable topics to facilitate students’ preparation for exam.

Module aims

• the context and environmental changes influencing the development of digital marketing;
• implications for traditional philosophies and approaches;
• the strategic concept of adding value to marketing through technology; 
• consumer online behaviour;
• technology-enabled marketing research;
• the online marketing mix;
• communications strategies;
• relationship marketing technologies;
• digital campaign planning;
• performance evaluation;

Learning outcomes

Methods of Teaching / Learning

The learning and teaching methods include:

• 
  The core delivery method involves a combination of 2-hour lecture and 1-hour seminar every second week.
  


• 
  Lectures will be held to introduce and discuss the module content.
  


• 
  Seminars will be held to apply these methods covered in lectures, and will be partially allocated to support sudents’ preparation for coursework and exam.
  


• 
  Q&A forums will be set up to facilitate the discussion of various topics (e.g. Group Report, Exam, Discussions, Cases).
  

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 DIGITAL MARKETING & SOCIAL MEDIA :

Programmes this module appears in

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 2020/1 academic year.