MK2SX1 - Digital Marketing: Tools and Techniques 01 Sep 2019 - 31 Aug 2027 | Version 2
Associated Module Information
| Module Code: | MK2SX1 | ||
|---|---|---|---|
| Module Title: | Digital Marketing: Tools and Techniques | ||
| Faculty: | Faculty of Business and Creative Industries | ||
| Faculty Group: | Business Management | ||
| Faculty Sub Group: | Business Management (old) | ||
| Module Leader: | Callum Evans | ||
| Module Team: | Lauren Thomas, | ||
| First Intended Intake: | SEP 2019 | Final Year of Intake: | |
| Date Closed: | |||
| Credit Value: | 20 | Credit Level: | 5 |
| Language: | English | ||
| Percentage of Module Taught in Welsh: | 0 | ||
| Equivalent Module: | |||
| HECOS codes: | |||
| HECOS Code Weighting: | |||
Document Version Information
| Version | 2 |
|---|---|
| Valid From | 01 Sep 2019 |
| Valid To | 31 Aug 2027 |
Module Aims
This module aims to equip students with the knowledge and skills to perform successful digital marketing.
Content Summary
Digital marketing used to be treated by organisations as a specialist area of marketing. As we enter the post-digital age and organisations market on multiple platforms simultaneously it is now becoming a must-have skill for every marketer. With global spending on digital marketing set to reach $200 billion annually over the next few years, having the knowledge and skills to succeed in this competitive area is very valuable.
Consumers dedicate over half of their daily media hours to digital channels, and so targeting them effectively is important. You’ll be introduced to important digital marketing theories and concepts, alongside being given opportunities to experience some in practice. You’ll learn about acquiring and retaining customers and audiences online, including with social media. Channel management and measurement will be another key skill you’ll acquire. You’ll also have opportunities to gain extra industry certification to further boost your CV.
You can expect to cover the following topics as a part of this module:
- Marketer and user generated content in the post-truth era
- Brand communities and social media channel management
- Social commerce strategies and the digital sales funnel
- Search engine optimisation (SEO) and search engine marketing (SEM)
- User experience (UX) mapping
- Metrics and analytics for digital
- Google and Hootsuite certification opportunities
Learning and Teaching Methods
| Activity Type | Hours |
|---|---|
| Seminar | 10 |
| Practical classes and workshops | 30 |
| Independent Study | 90 |
| Directed Study | 60 |
| Formative Assessment - Independent | 2 |
| Groupwork | 8 |
| Total Hours Selected | 200 |
Learning Outcomes
| # | Learning Outcome |
|---|---|
| LO1 | Demonstrate an ability to perform effective, efficient, engaging marketing through a critical application of digital marketing tools and techniques. |
Module Requisites
N/A
Assessment Criteria
| Assessment Category | Assessment Type | Description | Duration | Word Count | Weight (%) | Best of? | Pass Mark |
|---|---|---|---|---|---|---|---|
| Written Assignment (CW) | Research Plan/Proposal/Project/Log (CW) 1 | Critically apply digital marketing tools and techniques in relation to a chosen brand. | 0 | 4000 | 100 | No | 40 |
Assessment Matrix
| Assessment Type | Learning Outcomes | ||
|---|---|---|---|
| LO1 | |||
| Research Plan/Proposal/Project/Log (CW) 1 | ✔ | ||