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 Strategy and Practice
Code MGTK733
Coordinator Miss VK McCall
Marketing (ULMS)
V.Mccall@liverpool.ac.uk
Year CATS Level Semester CATS Value
Session 2022-23 Level 7 FHEQ Whole Session 15

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

 

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           4

10

14
Timetable (if known)              
Private Study 136
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
Individual report Reassessment Opportunity: new assignment with the same brief. Penalty for Late Submission: Standard UoL penalty applies Anonymous Assessment: Yes    70       
Personal Development Plan Reassessment Opportunity: new assignment with the same brief. Penalty for Late Submission: Standard UoL penalty applies Anonymous Assessment: Yes    30       

Aims

This module aims to:

Analyse the key theories and principles of digital marketing strategy.
Consider how digital marketing fits in with traditional marketing practices.

Evaluate a range of core digital marketing practices and their role in delivering strategic business objectives and organisational goals.

Assess the impact of the internal and external organisational environment on digital marketing and how these facilitate new opportunities and challenges.

Consider the changing needs and behaviours of consumers and how this has influenced digital marketing practice.


Learning Outcomes

(LE1) Internationally aware.
Students will gain an understanding of the local, national and international influences on digital marketing by assessing the external environment. Students will gain an understanding of the impact and complexity of the global digital environment.

(LO1) Students will be able to apply and synthesise knowledge of the role of digital marketing within organisational and marketing strategy.

(LO2) Students will be able to evaluate a range of core digital marketing practices and their role in delivering strategic business objectives and organisational goals.

(LO3) Students will be able to assess the impact of the internal and external organisational environment on digital marketing and how they facilitate new opportunities and challenges.

(LO4) Students will demonstrate understanding of the changing needs and behaviours of consumers and how this has influenced digital marketing practice.

(LRE1) Ethically aware.
Students will identify and evaluate global ethical and cultural challenges within and affecting digital marketing strategy. This understanding will provide a foundation for supporting ethical digital business practices.

(LRE2) A lifelong learner.
Students will develop research skills, the ability to organise and analyse relevant information and apply theory to real-life situations.

(LRE3) A problem solver.
Students will develop problem solving skills by analysing cases and examples to consider how digital marketing strategy theory and concepts could be used to enhance marketing practice. Students will have the opportunity to enhance their creativity and critical thinking skills finding and analysing practical solutions to digital marketing challenges.

(LRE4) IT literate.
The nature of the module in terms of online delivery in addition to the content itself will enable students to develop skills in using a virtual learning/communications environment. Students will develop a greater awareness of the digital environment and will use their digital capabilities to enhance their skillset in the digital marketing environment.

(LRE5) An excellent verbal and written communicator.
Students will have the opportunity to develop written and oral communication skills through virtual group discussions, discussion boards, and individual assessment.


Teaching and Learning Strategies

The module will primarily be delivered through eight weekly e-lectures with one core topic studied each week. Module content, focusing on key concepts, theories and case examples, will be delivered through a variety of methods including written materials, videos, and seminars. These will be supported by individual online tasks, such as blogs and case studies, which will be used to develop and apply learning. These activities will be moderated by the module instructor. Students will also be directed to key academic and practitioner readings to further develop their learning.

Unscheduled Directed Student Hours: 10 hours

Description: The e-Lectures will equate to 1.25 hours/week over 8 weeks undertaken asynchronously.
Attendance Recorded: Yes – tracked via the learning platform.

Students will also participate in four e-seminars where they will engage in peer discussion of key topics. The seminars will have a direct link to the planning and preparation nee ded for the module assessment. Seminars will be conducted via a discussion board with input from the module instructor.

Unscheduled student hours: 4 hours

Description: The e-seminars will equate to 1 hour/fortnight over 8 weeks undertaken asynchronously.
Attendance Recorded: Yes – tracked via the learning platform.

Self-directed learning hours: 136 hours
Description: This will involve directed and independent reading and research into digital communications concepts and theory.


Syllabus

 

The role and purpose of digital marketing within an organisational and international context.

The process of creating a digital marketing plan and its role within the wider marketing and organisational strategy.

The impact of the internal and external organisational environment on digital marketing strategy.

The value of digital marketing research and data analytics, considering ethical practices.

Segmentation, targeting and positioning as fundamentals of digital marketing practice.

Understanding the digital consumer, and changes in culture, considering co-creating value through digital marketing.

Measuring digital marketing effectiveness.

Digital marketing and future digital technologies.


Recommended Texts

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