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 Strategic Marketing | ||
Code | MGTK740 | ||
Coordinator |
Mrs EI Forrester Strategic Change E.Forrester@liverpool.ac.uk |
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Year | CATS Level | Semester | CATS Value |
Session 2023-24 | Level 7 FHEQ | Whole Session | 10 |
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 |
3 |
30 |
33 | ||||
Timetable (if known) | |||||||
Private Study | 67 | ||||||
TOTAL HOURS | 100 |
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 | ||||
Discussion Board Contribution Reassessment Opportunity: 500-word written coursework based on discussion post prompts Penalty for Late Submission: Standard UoL penalty applies Anonymous Assessment: | 0 | 15 | ||||
Discussion Board Contribution Reassessment Opportunity: 500-word written coursework based on discussion post prompts Penalty for Late Submission: Standard UoL penalty applies Anonymous Assessment: | 0 | 15 |
Aims |
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This module aims to: Provide students with the ability to design marketing strategies and optimise customer value creation; Develop students’ ability to assimilate and implement the fundamental principles of strategic marketing management and apply analytical theories and frameworks currently used in marketing; Encourage students to critically assess the influence of digital technologies on the field of marketing from an ethical perspective, considering the influence on consumers and wider society. |
Learning Outcomes |
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(LO1) Students will be able to assimilate and implement the fundamental principles of strategic marketing management. |
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(LO2) Students will be able to apply analytical theories and frameworks currently being used in digital marketing. |
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(LO3) Students will be able to design digital marketing strategies and optimise customer value creation. |
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(LO4) Students will be able to critically assess the influence of digital technologies on the field of marketing, including the influence on organisations and wider society |
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(LRE1) A problem solver. |
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(LRE2) An excellent verbal and written communicator. |
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(LRE3) Commercially aware. |
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(LRE4) Ethically aware. |
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(LRE5) Organised and able to work under pressure. |
Teaching and Learning Strategies |
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The module will primarily be delivered through a series of e-lectures, delivered through a variety of methods, covering key topics, theories and case examples. These will be supported by individual online task such as, case studies, blogs, collaborative tasks and discussion boards, 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: 30 hours One scheduled synchronous seminar of one hour will be delivered in week 1, with the remaining two synchronous seminar hours scheduled during weeks 2 to 6. The dates and times of the seminars will be confirmed at the start of the module (if th ere are issues with time zones another session will be provided). Peer discussion and questions will be encouraged. These sessions will be recorded and moderated by the module instructor. Scheduled Directed student hours: 3 hours Self-directed learning hours: 67 hours |
Syllabus |
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The role and purpose of digital marketing within an organisational and global 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. Digital pricing strategies from a micro-economic perspective e.g. supply and demand, profit maximising, digital ‘freemium’ and ‘SaaS’ (Software as a Service) models. The value of digital marketing research and data analytics. Ethical practices in marketing e.g. data ethics. Segmentation, targeting and positioning as fundamentals of digital marketing practice. Understanding consumer behaviour in a digital context. 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. |