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 MKIB365
Coordinator Dr RS Ashman
Marketing (ULMS)
Rachel.Ashman@liverpool.ac.uk
Year CATS Level Semester CATS Value
Session 2021-22 Level 6 FHEQ First Semester 15

Pre-requisites before taking this module (other modules and/or general educational/academic requirements):

MKIB153 FUNDAMENTALS OF MARKETING; MKIB256 MARKET RESEARCH 

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 12

6

      6

12

36
Timetable (if known) 60 mins X 1 totaling 12
 
60 mins X 1 totaling 6
 
      120 mins X 1 totaling 24
60 mins X 1 totaling 6
 
 
Private Study 114
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
Assessment 1: Influencer Marketing Report Assessment Type: Coursework Size: 2000 words Weighting: 70% Reassessment Opportunity: Yes Penalty for Late Submission: Standard UoL penalty applies Anon  2000 words    70       
Assessment 2: Developmental Marketing Diary Assessment Type: Coursework Size: 750 words Weighting: 30% Reassessment Opportunity: Yes Penalty for Late Submission: Standard UoL Penalty Applies Ano  -750 words    30       

Aims

Introduce and evaluate digital marketing methods.
Develop in-depth understanding of digital marketing planning and e-promotion in achieving and maintaining market competitiveness.
Understand the fundamentals of Netnography, co-creation, communities and SEO.  
Explore the role of social media and its relation to an e-commerce strategy.
Develop in-depth knowledge of up to date digital marketing trends and consumer culture.


Learning Outcomes

(LO1) Knowledge and understanding: Critical appreciation and understanding of the main digital marketing tools. Awareness and understanding of the changing role of marketers in the online market. The skills to design a research project. Understanding and creation of a digital marketing strategy.

(LO2) Intellectual skills: Draw reasoned conclusions relating to digital marketing strategy, issues and concepts. Appreciate the theoretical underpinning of digital marketing and promotion. Research and evaluate appropriate material relating to digital marketing. Demonstrate skills necessary to interpret, analyse and draw conclusions from journal articles being appreciative of the factors which can have an influence on digital marketing.

(LO3) Practical skills: Use appropriate sources of information to gain relevant information on marketing theory, digital marketing and consumer behaviour. Write a cogent research based report and develop effective project management skills. Ability to ‘pitch’ ideas concerning research and strategic recommendations.

(LO4) Interpersonal and transferable skills: Apply subject knowledge. Communicate effectively to demonstrate knowledge of digital marketing. Solve problems. Demonstrate strategic analytical skills. Work independently on project based work. Utilise creative and problem solving techniques to generate solutions. Demonstrate a general working knowledge of Windows and associated software such as Word Show a high level of competence across a range of communication skills

(S1) Adaptability

(S2) Commercial awareness

(S3) Organisational skills

(S4) Communication skills

(S5) IT skills


Teaching and Learning Strategies

Teaching Method – Online Asynchronous Learning Material
Unscheduled Directed Student Hours: 12
Attendance Recorded: No

Teaching Method: Synchronous Lecture
Scheduled Directed Student Hours: 12
Attendance Recorded: No

Teaching Method - Seminar
Scheduled Directed Student Hours: 6
Attendance Recorded: Yes

Teaching Method: Group Study
Description: Biweekly 1 hour session to foster student community and engagement by working with others on their ‘active learning’ activities
Scheduled Student Hours: 6
Attendance Recorded: No

Self-Directed Learning Hours: 114
Description: These independent learning hours are aimed at supporting the directed student learning. The module leader will provide guidance in the form of suggested readings and topics to examine with the expectation that students are well prepared to contribute to the tutorial activities and to understand the content of lectures. Self-Directed Learning will include research activity, developing academic writing skills, and wider reading to support the module

Skills/Other Attributes Mapping

Skills / attributes: IT skills
How this is developed: During coursework creation
Mode of assessment (if applicable): Research Project

Skills / attributes: Communication skills
How this is developed: During coursework creation
Mode of assessment (if applicable): Research Project

Skills / attributes: Organisational skills
How this is developed: During coursework creation
Mode of assessment (if applicable): Research Project

Skills / attributes: Commercial awareness
How this is developed: During coursework creation
Mode of assessment (if applicable): Research Project

Skills / attributes: Adaptability
How this is developed: During coursework creation
Mode of assessment (if applicable)


Syllabus

 

Introduction to Digital Marketing
Writing a Strong Essay and Creating a Developmental Diary
Networks of Desire
Understanding Social Media
Influencer Marketing
Post Human Consumption
Website Design
Digital Currency and Traffic
Digital Activism and Clicktivism
Managing and Planning Digital Marketing
Reflection and Feedback


Recommended Texts

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