Digital Marketing: Engaging with the Customer

Learning Outcomes

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

• apply ideas and knowledge to a range of e-marketing contexts.
• critically evaluate how the Internet can be used to improve customer support and communications, offer new channels to market, personalise products and generate new business;

Knowledge and Understanding

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

• the scale and scope of the strategic marketing opportunities presented by Internet developments;
• the implications of encouraging customer collaboration and product endorsement at the expense of control of the marketing message.

Transferable and Generic Skills

Having successfully completed this module you will be able to:

• critically analyse and evaluate business problems.

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 lectures, seminars, office hours, and via email when questions are asked of the module leader.
• Final Assessment: No
• Group Work: No

Summative

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

Referral

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

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.