This module introduces students to the purpose, operations and implications of management by exploring the contexts within which management takes place.
Module
Digital and social media marketing
Module information>
This module furthers understanding of marketing concepts and tools enabling students to develop digital marketing communication strategies.
This module aims to extend students’ appreciation of digital aspects of marketing, by examining how digital and social media technologies have impacted marketing theory and practice.
Topics covered
Main topics of the module include:
- Introduction to digital marketing
- Engagement
- Online word-of-mouth and viral marketing
- Community marketing
- Experiential marketing in digital environments
- The digital marketing mix
- Search marketing
- Digital advertising
- Email marketing
- Digital and social media measurement and analytics
Learning outcomes
On successful completion of this module, you will be expected to be able to:
- understand the role of digital and social media marketing in the marketing management function
- understand how digital and social media marketing can contribute to improving marketing effectiveness taking into account the triple bottom line
- evaluate digital and social media marketing campaigns;
- think about solutions to complex marketing problems using insight from digital and social media marketing
- think critically and creatively in identifying and evaluating alternative digital and social media marketing initiatives
- undertake research into a digital and social media related problem and apply relevant skills in assembling and analysing the data collected.
Assessment
- 2000 word written reflective essay (30% weighting)
- 3000 word written reflective essay (70% weighting)