Digital Marketing

Module overview

Important revolutions in communication emerged from long-term visions of freedom of expression, sharing ideas and connecting civilizations and knowledge for the benefit of societies – large or niche ones. The digital age transformed the communication process, requiring new business strategies, efficient planning, and acute understanding of the latest dimensions in technological advancement. The module will introduce students to the planned integrated marketing strategies, a methodical, critical and planned perspective on how to use the new techniques effectively in the actual digital business environment.

Aims and Objectives

Learning Outcomes

Transferable and Generic Skills

Having successfully completed this module you will be able to:

demonstrate effective oral and/or written communications.
critically analyse marketing concepts;

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

differentiate alternative marketing strategies based on theoretical concepts.
analyse and apply digital marketing principles and techniques;

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

the role of the Digital Marketing within the overall Integrated Marketing Strategy;
the challenges and opportunities for marketing strategy in Digital Age organisations and markets.

Learning and Teaching

Teaching and learning methods

Teaching methods include: • 12 x 2 hour lectures; 10 weekly case study based seminars • Sources of information; guest presentations; practical cases Teaching Hours includes lectures, seminars tutorials, project supervisions, demonstration sessions, practical classes and workshops, external guests, work based learning. Academic Integrity and Professional Conduct: Academic integrity means conducting all aspects of your academic life in a professional manner. Please read the guidance provided by the University: http://www.southampton.ac.uk/assets/imported/transforms/content-block/UsefulDownloads_Download/AAA325B0BCDE4123BF24D81F85B8882C/Academic%20Integrity%20Guidance%20for%20Students.pdf

Study time
Type	Hours
Lecture	24
Wider reading or practice	20
Revision	20
Follow-up work	22
Completion of assessment task	30
Seminar	10
Preparation for scheduled sessions	24
Total study time	150

Resources & Reading list

Textbooks

Kovarik, Bill (2016). Revolutions in Communication. Media History from Gutenberg to the Digital Age. Bloomsbury Academic.

Tuten, T.L & Solomon, M.R. (2015). Social media marketing. London: Sage.

Dave C, Ellis-Chadwick, F. (2016, 2012). Digital marketing: strategy, implementation and practice. Harlow: Pearson.

Assessment

Formative

This is how we’ll give you feedback as you are learning. It is not a formal test or exam.

Lectures and Seminars

Assessment Type: Formative
Feedback: Formative feedback will be provided in seminars, office hours, and via email to students completing exercises, or wanting to discuss their work in detail. Students can contact the module leader to receive formative feedback.
Final Assessment: No
Group Work: No

Summative

This is how we’ll formally assess what you have learned in this module.

Breakdown
Method	Percentage contribution
Individual Strategic Marketing Plan	100%

Referral

This is how we’ll assess you if you don’t meet the criteria to pass this module.

Breakdown
Method	Percentage contribution
Individual Strategic Marketing Plan	100%

Repeat

An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.

Breakdown
Method	Percentage contribution
Individual Strategic Marketing Plan	100%

Repeat Information

Repeat type: Internal & External