Core Module Information
Module title: Direct and Digital Marketing (Hong Kong)

SCQF level: 09:
SCQF credit value: 20.00
ECTS credit value: 10

Module code: MKT09906
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:

On this module you will learn about theory, principles and practices of Direct and Digital Marketing (D&DM). Your will explore the impact that digital technology has on marketing communications and marketing strategies and on current and evolving business models. You will also learn about strategic planning process and you will design your own direct and digital marketing plan.

The key topics that this module covers include: Direct and Digital Marketing Landscape, Online Consumer Behaviour, Social Media Marketing, Online Market Research, Digital Advertising, Online and Offline Public Relations, Mobile and Email Marketing, DDM Strategies, Tactics and Control, CRM and Data Privacy.

This is module is well suited for anyone who wants to learn more about interactive forms of marketing.

Learning Outcomes for module:

LO1: Analyse the evolving scope and role of Direct and Digital marketing in modern marketing practice.
LO2: Demonstrate a critical understanding of, and apply the fundamental theories and concepts of Direct and Digital marketing.
LO3: Demonstrate a critical understanding of the processes and techniques involved in analysing, planning and executing Direct and Digital Marketing campaigns.
LO4: Identify and critically analyse communications problems and issues

Full Details of Teaching and Assessment
2022/3, Trimester 2, Face-to-Face,
VIEW FULL DETAILS
Occurrence: 001
Primary mode of delivery: Face-to-Face
Location of delivery: HONG KONG
Partner:
Member of staff responsible for delivering module: Agata Krowinska
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
Learning & teaching methods including their alignment to LOs
The module is taught in number of lectures along with supporting tutorials. Students gain experience of a Digital learning environment and planning study autonomously. The Module Leader will also give online support and relevant teaching materials in Moodle.
Embedding of employability/PDP/scholarship skills
Students formulate a detailed case-based D&DM plan (Assignment 1). Students also investigate both practitioner and academic sources for the sourcing of topics and assignment 2 answers.
Assessment (formative and summative) Assignment 1 is an essay based on one question from a choice of three. Assignment 2 is a report based on a case study.
Research/ teaching linkages
The searching for appropriate sources in the above sourcing exercise, moderated discussions and Assignment 1 ensures familiarity with recent research.
Supporting equality and diversity
The delivery mode is adaptable and suited to both full and part-time students.
Internationalisation
Examples from Europe, the US and the Far East are used and student-generated examples are encouraged.


Formative Assessment:
Assessment (formative and summative) Assignment 1 is an essay based on one question from a choice of three. Assignment 2 is a report based on a case study.

Summative Assessment:
Assessment (formative and summative) Assignment 1 is an essay based on one question from a choice of three. Assignment 2 is a report based on a case study.

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 15
Face To Face Tutorial 15
Independent Learning Guided independent study 170
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Essay 50 1, 2, 3, 4 9 HOURS= 0, WORDS= 1500
Report 50 2, 3, 4 13 HOURS= 0, WORDS= 1500
Component 1 subtotal: 50
Component 2 subtotal: 50
Module subtotal: 100

Indicative References and Reading List - URL:
Direct and Digital Marketing (Hong Kong)