Modules

Core Module Information
Module title: Digital Marketing Strategy
SCQF level: 11:
SCQF credit value: 20.00
ECTS credit value: 10
Module code: MKT11124
Module leader: Agata Krowinska
School The Business School
Subject area group: Marketing
Prerequisites

There are no pre-requisites for this module to be added
Description of module content:

This module introduces the theory, principles, and practice of digital marketing strategy. Using contemporary frameworks and recent case studies you will learn about paid, earned and owned media and their role in digital marketing strategy. You will investigate recent changes in online consumer behaviour and their impact on marketing practice. Some of the key topics discussed in this module will include: social media marketing, digital advertising, digital PR, online market research, user-generated content, mobile marketing, eCRM, content marketing strategy, email marketing, and online Public Relations. This module is accredited by Institute of Data & Marketing (IDM)
Learning Outcomes for module:

Upon completion of this module you will be able to

LO1: Critically evaluate the role of Digital Marketing within marketing, marketing communications, and business frameworks.

LO2: Demonstrate an extensive, detailed and critical knowledge and understanding of the principal theories and concepts related to digital marketing strategy.

LO3: Establish a comprehensive understanding of the processes and techniques involved in analysing, planning and executing digital marketing campaigns and the ability to produce realistic and workable digital marketing solutions.

LO4: Identify, conceptualise and define new and abstract problems and issues related to the latest developments in technology and their impact on online consumer engagement behaviours.

LO5: Critically appraise the contemporary issues and problems facing digital marketing practitioners.
Full Details of Teaching and Assessment
2024/5, Trimester 2, In Person,
VIEW FULL DETAILS
Occurrence: 001
Primary mode of delivery: In Person
Location of delivery: CRAIGLOCKHAR
Partner:
Member of staff responsible for delivering module: Agata Krowinska
Module Organiser:


Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)NESH Description
Face To Face Seminar 36 During 3 hour weekly seminars you will learn about digital marketing theory and practice. From week 2 you will be working in groups that will simulate the operations of a real digital marketing agency.
Online Guided independent study 164 You will be required expand your knowledge through independent study which builds on what you learn in lectures and seminars.
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words Description
Class Test 60 1~4~5 Week 8 HOURS= 20 questions The first assessment is a class test that consists of 20 questions, that you need to complete in 60 minutes. The questions cover a mix of digital marketing theory, applied case studies, simulations and calculations. The test has 10 multiple choice questions and 10 open-ended questions.The test is designed in the way that requires you to not only show knowledge but also demonstrate understanding of digital marketing theory and practice. The test will take place in class.
Oral Presentation 40 2~3~4~5 Week 13 HOURS= 20 mins Assessment 2 is a 20 minutes group presentation where you are asked to develop a digital marketing plan using a real brief provided by IDM
Component 1 subtotal: 60
Component 2 subtotal: 40
Module subtotal: 100

Indicative References and Reading List - URL:
Digital Marketing Strategy
 

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