Module title: Online Marketing

SCQF level: 08:
SCQF credit value: 20.00
ECTS credit value: 10

Module code: MKT08106
Module leader: Anne Chalmers
School The Business School
Subject area group: Marketing Sales and Entrepreneurship
Prerequisites

Module code: MKT07101
Module title: Marketing 1
Examples of equivalent learning: SCQF Level 7 Marketing

2018/9, Trimester 2, Blended, Edinburgh Napier University
Occurrence: 001
Primary mode of delivery: Blended
Location of delivery: CRAIGLOCKHAR
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: Anne Chalmers
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
The module adopts a blended learning approach combining face-to-face contact with a virtual learning environment (Moodle). Students examine selected online marketing activities. Learner autonomy is extended via a project requiring the student to identify (within set parameters) and review an issue relating to online marketing.

Embedding employability/PDP/scholarship skills
Key skills are embedded with participants being required to; (i) Demonstrate effective written communication skills, (ii) Utilise IT to review web-based materials and (iii) Display logical thinking.

Assessment (formative and summative)
LOs 1, 2 & 3 will be assessed by means of an online test. (Practice test available via Moodle). A project based assignment, relating to LOs 3, 4 & 5, provide an opportunity to select and apply academic theory to online marketing issues.

Research/Teaching linkages
Published research will provide a basis for discussion, with students required as part of the second assessment to identify a suitable journal article and apply the concepts to their chosen company. Directed study will require students to examine and apply theoretical models to actual situations (LO5).

Supporting equality and diversity
All materials are accessible via Moodle. Assessment allows a degree of customisation to suit students' background and interests. Teaching material will feature the cultural aspects of design in relation to customer interfaces.

Internationalisation
A range of international examples with be used. Classes typically include a mix of students from different nationalities and they are encouraged to facilitate discussion using examples from this global perspective.



Formative Assessment:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

Summative Assessment:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 10
Face To Face Seminar 5
Online Guided independent study 30
Independent Learning Guided independent study 155
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Other 35 1,2,3 7 HOURS= 1, WORDS= 0
Report 65 3,4,5 14/15 , WORDS= 3000
Component 1 subtotal: 35
Component 2 subtotal: 65
Module subtotal: 100

Description of module content:

The module looks at the drivers of the digital marketing environment, and how marketing has evolved through the use of web 2.0 technologies. We will examine strategies and models for virtual markets, and the importance of planning online marketing. Influences upon the online buyer as well as how consumers can be advocates for brands are considered. Key themes that are included in the module content are website development, search engine marketing, e-mail and legal issues in relation to gaining ‘permission’. The use of social media marketing is an important factor for businesses and social networking, user generated content and blogging strategies are integrated into the module lectures and self-study units. We also examine the use of mobile marketing (using smartphones), and consider the ‘virtual’ marketing mix.

Learning Outcomes for module:

LO1: Review the impact of digital technology on marketing practice.
LO2: Explore online marketing initiatives.
LO3: Discuss the consumer/provider relationship in an online environment.
LO4: Effectively communicate outcomes/findings
LO5: Explore academic literature relating to online marketing

Indicative References and Reading List - URL:
MKT08106 Online Marketing