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 S Malik Marketing (ULMS) Sumit.Malik@liverpool.ac.uk |
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Year | CATS Level | Semester | CATS Value |
Session 2024-25 | 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 |
24 |
6 |
30 | ||||
Timetable (if known) | |||||||
Private Study | 120 | ||||||
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 |
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 | 0 | 30 | ||||
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 | 0 | 70 |
Aims |
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Introduce and evaluate digital marketing methods. |
Learning Outcomes |
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(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. |
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(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. |
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(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. |
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(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 |
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(S1) Adaptability |
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(S2) Commercial awareness |
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(S3) Organisational skills |
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(S4) Communication skills |
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(S5) IT skills |
Teaching and Learning Strategies |
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Teaching Method: Lecture Teaching Method - Seminar Skills/Other Attributes Mapping Skills / attributes: IT skills Skills / attributes: Communication skills Skills / attributes: Organisational skills Skills / attributes: Commercial awareness Skills / attributes: Adaptability |
Syllabus |
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Introduction to Digital Marketing |
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. |