MARKETING IN THE DIGITAL ENVIRONMENT - 2023/4

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. Thus this module requires independent learning and outside classroom engagement. In addition, there will regular input from a marketing practitioner, and guest speakers with specific expertise in a given field.

Module provider

Surrey Business School

Module Leader

O'CONCHUIR Mick (SBS)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 6

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 indicative 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

Alternative Assessment

For Group Presentation: Students will be asked to submit an individual presentation (Video) (maximum 10 minutes)

Assessment Strategy

Assignment 1 (40%)

The first assessment is made up of a group project (40%). Students are required to work on a real-world challenge and act like a marketing agency team.

Students will present the creative strategy of the marketing campaign based on primary and secondary research and insights analysis.

The assignment submission is a presentation in PowerPoint (or similar) in video format (preferred format .mp4) uploaded to Panopto on SurreyLearn with the URL submitted via SurreyLearn.  

 

Assignment 2 (60%)

The second assessment is an individual report (maximum 1500 words).

 

The two 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 team-working (presentation) to meet timescales and deadlines

Module aims

• Critically analyse various theoretical concepts and models (related to digital applications)
• Develop and consolidate knowledge gained in previous marketing modules and placements (if appropriate) relevant to delivering outcomes from a marketing brief
• Develop awareness of current and future issues of marketing in the digital environment

Learning outcomes

Methods of Teaching / Learning

The teaching and learning methods include a weekly 2 hour lecture / workshop and small group seminars. A range of methods will be incorporated to support the group assignments and individual reports.  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 a practitioner and the aim is to give students the opportunity to experience a real-life project and work with a client. The project will be supplemented with input from 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

https://readinglists.surrey.ac.uk
Upon accessing the reading list, please search for the module using the module code: MAN3089

Other information

Please note that the reading list may change depending on the real-life project you are working on.

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 2023/4 academic year.