MARKETING IN THE DIGITAL ENVIRONMENT (APPRENTICESHIP) - 2021/2

Module code: MAN3191

Module Overview

This module introduces learners to the key issues and practices of marketing in the digital environment. Learners 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 learners 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. In addition, there might be online sessions 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:

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

Module Availability

Teaching block 3

Prerequisites / Co-requisites

None

Module content

Indicative content includes:

• 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.

• Analyse the potential impact of the marketing campaign to support sales strategies and targets

• Present campaign back to the client in a professional manner

Assessment pattern

Assessment type Unit of assessment Weighting
Coursework Individual Project (Maximum 1500 words) 50
Oral exam or presentation Individual project reflection podcast /video presentation (Maximum 15 minutes) 50

Alternative Assessment

Not applicable

Assessment Strategy

The assessment strategy is designed to provide learners with the opportunity to demonstrate all intended module learning outcomes, knowledge, skills and behaviours, and to provide maximum opportunity for applied learning.

Thus, the summative assessment for this module consists of:

Assessment 1

An individual project. Learners are required to work on a real-world challenge applicable to their organisation. Learners will have to present their findings, through the production of a report (maximum 1500 words).

Assessment 2

Part 1: requires learners to carry out a short reflective podcast to assess the success or otherwise of their project.

Part 2: is an assessment of knowledge that is demonstrated through the learner recording a video presentation to demonstrate their knowledge and understanding of key issues in this field (maximum 15 minutes).

Formative assessment

Learners will work regularly in groups and as individuals, participating in classroom or online discussion forums, webinars etc., to demonstrate their understanding of the subject contents and application.

Feedback

Learners will be given formal feedback on their assessments in line with the University’s policy on assessment and feedback, and within the current three-week feedback period. Learners will receive regular, informal feedback on their contribution throughout the module.

Module aims

  • • To prepare learners to understand key issues designing marketing campaigns in both digital and non-digital environments and understand the differences.
  • • To develop new knowledge and skills of current marketing principles and strategies 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, 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 CK
002 Understand key marketing terminology used to design and deliver marketing campaigns. CKPT
003 Deliver towards a marketing brief (e.g. objectives, KPIs, evaluation methods) CKPT
004 Analyse target markets and select and justify appropriate marketing approaches CKPT
005 Justify marketing related choices and decision making based on evidence approaches CKPT
006 Interpret and Analyse data using various types of sources (online and offline, primary and secondary data) CKPT
007 Discuss and critically evaluate information and theoretical concepts in the context of the marketing project CKPT
008 Evaluate the differences between sales and marketing strategies CKPT

Attributes Developed

C - Cognitive/analytical

K - Subject knowledge

T - Transferable skills

P - Professional/Practical skills

Overall student workload

Workshop Hours: 12

Independent Study Hours: 38

Methods of Teaching / Learning

The learning and teaching strategy is designed to incorporate a blended learning approach, centred around the key online learning design principles of – Learner-centred; Useful; Engaging; Flexible; Consistent; Supportive and Accessible.

In line with the Apprenticeship Off the Job Training guidance, the teaching and learning undertaken on this module will reflect the following categories of training:

1. Teaching of Theory – may include lectures, role play, simulation exercises, online learning, research and networking)

2. Practical Training – may include shadowing, mentoring, industry visits and participation in competitions

3. Learning support and time spent writing assignments and partaking in assessments

4. Reflective learning and self-evaluation to impart new knowledge, skills and behaviours only.

Learners completing this module will undertake a combination of campus-based sessions and online directed learning activities supported through SurreyLearn. Learners, with support from their employers, will be expected to demonstrate accountability and commitment to effectively managing their agreed off-the-job training hours to complete required learning activities and assessments. Learners should take an active part in any asynchronous activities such as forums, wikis, blogs etc., as well as synchronous activities (i.e. virtual meetings, webinars etc.) as appropriate. Participation in these activities will be essential to the successful achievement of the learning outcomes in this module.

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 (APPRENTICESHIP) : http://aspire.surrey.ac.uk/modules/man3191

Other information

Through completion of the learning and assessments for this module, it is expected that most learners will be able to produce suitable evidence for their Portfolio of Evidence to fully or partially meet specific assessment criteria for the following areas of the Chartered Manager Degree Apprenticeship Standard. Learners may also refer to the CMDA Assessment Plan for further information. Operational Strategy 1.2. How to manage change in the organisation (K) 1.3. Support the development of organisational strategies and plans (S) 1.5. Produce reports that clearly present information and data, using a range of interpretation and analytical processes (S) 1.6. Gain wide support to deliver successful outcomes (S) Business Finance 3.3. Commercial context in an organisational setting and how this changes over time (K) 3.4. Manage budgets, control expenditure and produce financial reports (S) Sales and Marketing 4.1. How to create marketing and sales strategies (K) 4.2. How to segment and target relevant markets and customers (global and local), analysis of opportunities and ways to market (K) 4.4. Use customer insight and analysis of data to determine and drive customer service outcomes and improve customer relationships (S) 4.5. Use creative approaches to developing solutions to meet customer need (S) Digital Business and New Technologies 5.1. Approaches to innovation and digital technologies and their impact on organisations, and how their application can be used for organisational improvement and development (K) 5.2. Innovation and digital technology’s impact on data and knowledge management for analysing business decision-making (K) 5.3. Identify service/organisational improvements and opportunities for innovation and growth, using qualitative and quantitative analysis of information and data and benchmarking against others (S) Developing Collaborative Relationships 9.6. Work collaboratively with internal and external customers and suppliers (S) Awareness of Self and Others 10.3 Reflect on own performance, identifying and acting on learning and development needs (S) K – Knowledge S – Skills B - Behaviours Degree apprenticeships are delivered over three teaching blocks: • Teaching Block 1 - September - December • Teaching Block 2 - January - April • Teaching Block 3 - May - August

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 2021/2 academic year.