ULMS Electronic Module Catalogue |
The information contained in this module specification was correct at the time of publication but may be subject to change, either during the session because of unforeseen circumstances, or following review of the module at the end of the session. Queries about the module should be directed to the member of staff with responsibility for the module. |
Title | DIGITAL MARKETING | ||
Code | KMBA643 | ||
Coordinator |
Dr LB Day Strategy, IB and Entrepreneurship Lisa.Day@liverpool.ac.uk |
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Year | CATS Level | Semester | CATS Value |
Session 2020-21 | Level 7 FHEQ | Whole Session | 15 |
Pre-requisites before taking this module (other modules and/or general educational/academic requirements): |
KMBA710 BEING A LEADER; KMBA711 THE ORGANISATION IN STRATEGIC CONTEXT; KMBA712 FINANCE AND ACCOUNTING FOR MANAGERS; KMBA713 MARKET PERSPECTIVES; KMBA714 INNOVATION AND CHANGE |
Modules for which this module is a pre-requisite: |
Programme(s) (including Year of Study) to which this module is available on a required basis: |
Programme(s) (including Year of Study) to which this module is available on an optional basis: |
Teaching Schedule |
Lectures | Seminars | Tutorials | Lab Practicals | Fieldwork Placement | Other | TOTAL | |
Study Hours |
100 |
100 | |||||
Timetable (if known) | |||||||
Private Study | 50 | ||||||
TOTAL HOURS | 150 |
Assessment |
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EXAM | Duration | Timing (Semester) |
% of final mark |
Resit/resubmission opportunity |
Penalty for late submission |
Notes |
CONTINUOUS | Duration | Timing (Semester) |
% of final mark |
Resit/resubmission opportunity |
Penalty for late submission |
Notes |
Module Project There is a resit opportunity. Standard UoL penalty applies for late submission. This is not an anonymous assessment. Assessment Schedule (When) :Whole session | Every 2nd week (Fina | 30 | ||||
Collaboration Initial Response and Individual Summary There is a resit opportunity. Standard UoL penalty applies for late submission. This is not an anonymous assessment. Assessment Schedule (W | Weekly (approx 750-1 | 35 | ||||
Collaboration Participation There is a resit opportunity. Standard UoL penalty applies for late submission. This is not an anonymous assessment. Assessment Schedule (When) :Whole session | Weekly | 15 | ||||
Personal Development Plan There is a resit opportunity. Standard UoL penalty applies for late submission. This is not an anonymous assessment. Assessment Schedule (When) :Whole session | Every 4th week (Fina | 20 |
Aims |
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The aim of this module is to enable students to develop and appraise an organisation's digital marketing strategy. This includes an understanding of the impact of digital technology on core marketing concepts and theories. Given that digital marketing continues to evolve, it also includes the ability to research and appraise the most recent developments, and for students to assess their own level of digital readiness. Students will consider the wider societal impact of digital marketing technology, as well as its influence on the marketing of business and consumer products and services. |
Learning Outcomes |
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(LO1) Research and evaluate recent developments in the field of digital marketing and apply this knowledge to practical real-world scenarios; |
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(LO2) Apply analytical concepts and techniques to review an organisation's digital marketing strategy and make recommendations for improvements; |
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(LO3) Critically assess the influence of digital technologies on the field of marketing, including the influence on organisations and wider society; |
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(LO4) Critically reflect on your own digital marketing skills and use personal development planning to identify your strengths and weaknesses and goals and objectives. |
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(S1) Communication skills; |
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(S2) Problem Solving and Decision Making; |
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(S3) Information and Communication Technology Skills; |
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(S4) Personal Effectiveness; |
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(S5) Time management. |
Teaching and Learning Strategies |
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Teaching Method 1 - Online Discussions |
Syllabus |
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This module builds on key marketing concepts introduced in the core modules such as the marketing mix, the customer-decision making process, branding, customer relationship management and strategic marketing planning. However, it is particularly focused on the impact of digital technology on these core concepts and the development of a digital marketing strategy. Indicatively, topics will include developing and implementing a digital marketing strategy/campaign; evaluation and improvement of digital marketing performance; creating effective digital experiences; search engine, social media and viral marketing; the benefits and challenges of digital communications; understanding consumer behaviour in a digital context; online market research processes; web based performance analytics; digital customer lifecycle management and the societal impact of digital marketing technologies. |
Recommended Texts |
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Reading lists are managed at readinglists.liverpool.ac.uk. Click here to access the reading lists for this module. |