Digital and Data-Driven Marketing

Learning Outcomes

Knowledge and Understanding

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

• The role of technology in providing data-driven insight into customer behaviours and activities;
• The necessity of focusing on customer satisfaction as a key ingredient of organisational success;
• The role digital marketing plays within the organisational context;
• Ethical marketing practices and appreciation of the concepts of social responsibility and sustainability.

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

• Evaluate and apply marketing principles to business situations.
• Deploy digital and data-driven methods for the successful marketing of products and services;
• Ability to analyse and evaluate marketing concepts critically;

Transferable and Generic Skills

Having successfully completed this module you will be able to:

• Work effectively as part of a task-orientated and diverse group or team.
• Think critically and argue effectively;
• Manage individual tasks, personal resources and time effectively;
• Write effectively for business purposes;

• The nature and purpose of marketing
• Value based marketing : Value driven strategic marketing; the value proposition
• Shaping the value proposition: Maximising business intelligence; data driven marketing; building customer insight;
• Delivering Value: Marketing channels; integrated marketing communications; digital multi channel communications;
• Measuring Marketing Effectiveness; Marketing analytics

Teaching methods include

• Lectures
• Recommended readings
• Comparative case studies

Learning activities include

• Use of video and on line materials
• Case study / problem solving activities
• In class debate and discussion
• Private study

Formative

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

In-class formative opportunities

• Assessment Type: Formative
• Feedback: Throughout the lectures there will be multiple opportunities to discuss and engage with the themes of the course, on which the tutor will give feedback.
• 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.