Aims

To understand the application of digital marketing in organisations. To appreciate the theoretical basis and practical application of digital marketing. To understand the strengths and weaknesses of digital marketing tools. To understand how to effectively integrate different digital marketing tools in marketing plan.

Outline Of Syllabus

• Introduction to digital marketing
• The digital consumer
• Web site design and usability
• e-Business models and strategies
• Customer engagement and retention
• Digital Media (owned, earned, paid media)
• Campaign planning implementation and evaluation
• Digital marketing
• Overview of international, ethical and legal issues

Teaching Rationale And Relationship

Lectures convey the key principles of digital marketing and give the opportunity for further discussion to take place.

Assessment Rationale And Relationship

The assessed group report will provide students with an opportunity to demonstrate their understanding of digital marketing principles and apply them to a specific case. Students are required to compile a digital marketing report and present this i.e. to the company’s Marketing Director or their company’s Board. For this report the groups should select a company that already has an online presence. The group will evaluate the company’s current digital marketing strategy and develop recommendations for possible improvements to the strategy. More specifically, they state and describe the core aspects of the company’s existing digital marketing strategy. They analyse and evaluate the company’s current position using market and company information (e.g. annual reports etc.). They develop and propose a digital marketing plan for this company, based on their understanding of the company’s current position, and where it wishes to be. Finally, they present the implications of their analysis, evaluation, and planning for practitioners and marketing decision-makers.

In the self-reflection report students are asked individually to critically reflect about their learning experience (e.g. group-work issues) and assess each member of the group.

Formative assessment
Interim session in the second half of semester where feedback will be given to the group about their project at that stage. The students will be notified in advance that they will be receiving formative feedback and will be asked to briefly present
their ongoing work.