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 ULMS855
Coordinator Dr J Niu
Marketing (ULMS)
Jing.Niu@liverpool.ac.uk
Year CATS Level Semester CATS Value
Session 2024-25 Level 7 FHEQ First Semester 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 10

 10

       5

 25
Timetable (if known)              
Private Study 125
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
Group presentation. Standard UoL penalty applies for late submission. This is not an anonymous assessment. Assessment Schedule (When): Semester 1  12    0       
Case study There is a resit opportunity. Standard UoL penalty applies for late submission. This is an anonymous assessment.  0    100       

Aims

This module aims to provide students with the knowledge and expertise to enhance their careers in the digital marketing age. In addition to nurturing the digital marketing practitioner skills required by employers in areas such as website analytics and social media metrics, it is intended to build upon and widen the agenda for research into contemporary marketing communications.

Learning Outcomes

(LO1) Develop a critical awareness of the main digital marketing tools;

(LO2) Appreciate the theoretical underpinnings of digital marketing;

(LO3) Develop awareness and knowledge of the role of online marketers;

(LO4) Demonstrate understanding of digital marketing communications strategy.

(S1) Problem solving skills. Via interactive discussions in tutorials.

(S2) Commercial awareness. Commercial awareness is a crucial component of the overall teaching and learning experience of the module.

(S3) Teamwork. Teamworking skills are developed through formative assessment in seminar sessions.

(S4) Communication skills. Nurturing of communication skills is a crucial component of the overall teaching and learning experience of the module.

(S5) IT skills. IT literacy skills are developed through tutorial activities related to digital marketing.

Teaching and Learning Strategies

2 hour lecture x 5 weeks
2 hour seminar x 5 weeks
1 hour asynchronous learning x 5 weeks
Self-directed learning x 125 hours

Outside the classroom, a student’s time should be spent preparing questions in advance of seminars, reading materials, researching independently and preparing for the assessment.

Syllabus
 

Introduction to digital marketing;

Marketing channels, social networks and online communities;

Consumer experience and engagement on digital platforms;

Mobile-marketing;

Introduction to consumer behaviour in the digital age;

Analytics and digital marketing performance metrics.

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