ULMS Electronic Module Catalogue
The information contained in this module specification was correct at the time of publication but may be subject to change, either during the session because of unforeseen circumstances, or following review of the module at the end of the session. Queries about the module should be directed to the member of staff with responsibility for the module.
Title DIGITAL MARKETING
Code KMBA643
Coordinator Dr LB Day
Strategy, IB and Entrepreneurship
Lisa.Day@liverpool.ac.uk
Year CATS Level Semester CATS Value
Session 2021-22 Level 7 FHEQ Whole Session 15

Pre-requisites before taking this module (other modules and/or general educational/academic requirements):
KMBA710 BEING A LEADER; KMBA711 THE ORGANISATION IN STRATEGIC CONTEXT; KMBA712 FINANCE AND ACCOUNTING FOR MANAGERS; KMBA713 MARKET PERSPECTIVES; KMBA714 INNOVATION AND CHANGE 

Modules for which this module is a pre-requisite:
 

Programme(s) (including Year of Study) to which this module is available on a required basis:
 

Programme(s) (including Year of Study) to which this module is available on an optional basis:
 

Teaching Schedule
  Lectures Seminars Tutorials Lab Practicals Fieldwork Placement Other TOTAL
Study Hours           100

 100
Timetable (if known)              
Private Study 50
TOTAL HOURS 150

Assessment
EXAM Duration Timing
(Semester)		 % of
final
mark		 Resit/resubmission
opportunity		 Penalty for late
submission		 Notes
             
CONTINUOUS Duration Timing
(Semester)		 % of
final
mark		 Resit/resubmission
opportunity		 Penalty for late
submission		 Notes
Module Project There is a resit opportunity. Standard UoL penalty applies for late submission. This is not an anonymous assessment. Assessment Schedule (When) :Whole session  Every 2nd week (Fina    30       
Collaboration Initial Response and Individual Summary There is a resit opportunity. Standard UoL penalty applies for late submission. This is not an anonymous assessment. Assessment Schedule (W  Weekly (approx 750-1    35       
Collaboration Participation There is a resit opportunity. Standard UoL penalty applies for late submission. This is not an anonymous assessment. Assessment Schedule (When) :Whole session  Weekly    15       
Personal Development Plan There is a resit opportunity. Standard UoL penalty applies for late submission. This is not an anonymous assessment. Assessment Schedule (When) :Whole session  Every 4th week (Fina    20       

Aims

The aim of this module is to enable students to develop and appraise an organisation's digital marketing strategy. This includes an understanding of the impact of digital technology on core marketing concepts and theories. Given that digital marketing continues to evolve, it also includes the ability to research and appraise the most recent developments, and for students to assess their own level of digital readiness. Students will consider the wider societal impact of digital marketing technology, as well as its influence on the marketing of business and consumer products and services.

Learning Outcomes

(LO1) Research and evaluate recent developments in the field of digital marketing and apply this knowledge to practical real-world scenarios;

(LO2) Apply analytical concepts and techniques to review an organisation's digital marketing strategy and make recommendations for improvements;

(LO3) Critically assess the influence of digital technologies on the field of marketing, including the influence on organisations and wider society;

(LO4) Critically reflect on your own digital marketing skills and use personal development planning to identify your strengths and weaknesses and goals and objectives.

(S1) Communication skills;

(S2) Problem Solving and Decision Making;

(S3) Information and Communication Technology Skills;

(S4) Personal Effectiveness;

(S5) Time management.

Teaching and Learning Strategies

Teaching Method 1 - Online Discussions
Description: The teaching and learning strategy is founded upon the principles established through the online MBA programme (see Section E of the online MBA Programme Specification). Specifically with respect to this module the materials support directed reading and research of selected texts, journal articles and contemporary professional journals and press articles that facilitate a deeper understanding of digital marketing. The case study approach will form a core part of the teaching strategy that conveys a variety of important issues relating to digital marketing, while independent study and research is encouraged at all stages to promote and develop learning that will be useful to students throughout the module, the programme and subsequent business careers of students.
Attendance Recorded: Not yet decided
Unscheduled Directed Student Hours (time spent away from the timetabled sessions but directed by the teaching staff): 100


Syllabus
 

This module builds on key marketing concepts introduced in the core modules such as the marketing mix, the customer-decision making process, branding, customer relationship management and strategic marketing planning. However, it is particularly focused on the impact of digital technology on these core concepts and the development of a digital marketing strategy.

Indicatively, topics will include developing and implementing a digital marketing strategy/campaign; evaluation and improvement of digital marketing performance; creating effective digital experiences; search engine, social media and viral marketing; the benefits and challenges of digital communications; understanding consumer behaviour in a digital context; online market research processes; web based performance analytics; digital customer lifecycle management and the societal impact of digital marketing technologies.

Recommended Texts
Reading lists are managed at readinglists.liverpool.ac.uk. Click here to access the reading lists for this module.