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 |
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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 |
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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 | 0 | 70 | ||||
Personal Development Plan Reassessment Opportunity: new assignment with the same brief. Penalty for Late Submission: Standard UoL penalty applies Anonymous Assessment: Yes | 0 | 30 |
Aims |
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This module aims to: Analyse the key theories and principles of digital marketing strategy. 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 |
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(LE1) Internationally aware. |
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(LO1) Students will be able to apply and synthesise knowledge of the role of digital marketing within organisational and marketing strategy. |
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(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. |
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(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. |
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(LO4) Students will demonstrate understanding of the changing needs and behaviours of consumers and how this has influenced digital marketing practice. |
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(LRE1) Ethically aware. |
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(LRE2) A lifelong learner. |
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(LRE3) A problem solver. |
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(LRE4) IT literate. |
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(LRE5) An excellent verbal and written communicator. |
Teaching and Learning Strategies |
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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. 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. Self-directed learning hours: 136 hours |
Syllabus |
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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 |
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Reading lists are managed at readinglists.liverpool.ac.uk. Click here to access the reading lists for this module. |