FA1S48 - Digital Marketing, Content & Strategy 01 Sep 2020 - 31 Aug 2026 | Version 1
Associated Module Information
| Module Code: | FA1S48 | ||
|---|---|---|---|
| Module Title: | Digital Marketing, Content & Strategy | ||
| Faculty: | Faculty of Business and Creative Industries | ||
| Faculty Group: | Fashion, Marketing and Photography | ||
| Faculty Sub Group: | Fashion Marketing and Photography | ||
| Module Leader: | Gwyneth Moore | ||
| Module Team: | Steven Wright, Sofia Christidi, Clare McTurk, Alexandra Hollyman, Sally Phillips, Andrew Pearsall | ||
| First Intended Intake: | SEP 2020 | Final Year of Intake: | 2025 |
| Date Closed: | |||
| Credit Value: | 20 | Credit Level: | 4 |
| Language: | English | ||
| Percentage of Module Taught in Welsh: | 0 | ||
| Equivalent Module: | |||
| HECOS codes: | 100632 - visual communication | ||
| HECOS Code Weighting: | 100 | ||
Document Version Information
| Version | 1 |
|---|---|
| Valid From | 01 Sep 2020 |
| Valid To | 31 Aug 2026 |
Module Aims
• To equip students with a foundational knowledge of marketing through digital channels.
• To develop a professional lexicon and holistic insight into digital marketing.
• To foster a creative approach to content creation and apply this to specific brands in the fashion industry.
Content Summary
Through this module, students will explore digital marketing theories and concepts in a global context.
It considers the impact of recent changes in communication technologies on the successful marketing of goods and services in the fashion environment.
Alongside this, students will synthesise a range of digital marketing theories at the forefront of current research in digital marketing strategy. The history of, and current developments in, digital marketing in the global environment will also be explored.
Other areas covered will include:
• Application of social media and its impact
• Segmentation and positioning of products and services online
• The changing nature of value online
• Digital marketing tools and techniques
Learning and Teaching Methods
| Activity Type | Hours |
|---|---|
| Lecture | 10 |
| Tutorial | 1 |
| Demonstration | 1 |
| Practical classes and workshops | 12 |
| Supervised time in studio/workshop | 12 |
| Independent Study | 100 |
| Directed Study | 64 |
| Total Hours Selected | 200 |
Learning Outcomes
| # | Learning Outcome |
|---|---|
| LO1 | Explain key principles and theories of digital marketing and how they apply to the fashion industry. |
| LO2 | Identify and create portfolio elements of engaging content for the fashion sector. |
Module Requisites
N/A
Assessment Criteria
| Assessment Category | Assessment Type | Description | Duration | Word Count | Weight (%) | Best of? | Pass Mark |
|---|---|---|---|---|---|---|---|
| Asynchronous Assessment | Project 1 | Development of a Digital Campaign plan | 0 | 2000 | 50 | No | 40 |
| Asynchronous Assessment | Portfolio 1 | A collection of work that relates to fashion digital content | 0 | N/A | 50 | No | 40 |
Assessment Matrix
| Assessment Type | Learning Outcomes | ||
|---|---|---|---|
| LO1 | LO2 | ||
| Project 1 | ✔ | ✔ | |
| Portfolio 1 | ✔ | ✔ | |