Modules

Module title: Direct & 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 Sales and Entrepreneurship
Prerequisites

To study this modules you will need the learning equivalent to the module listed or to have passed this module: MKT07101 Marketing I

Examples of equivalent learning: SCQF Marketing level 7
2019/0, Trimester 2, Face-to-Face,
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

Description of module content:

Theory, principles and practice of Direct and Digital Marketing (D&DM). Its impact on marketing communications and marketing strategies and on current and evolving business models. D&DM strategy and planning, including budgeting. Theory and practice of data-driven marketing, including the collection, basic structure and management of data for D&DM. Data analysis, segmentation, profiling and targeting, the role of research and the use of marketing databases in D&DM. The digital consumer and increasing customer control. D&DM media, including direct mail, telemarketing, direct response advertising in conventional media, web-based, mobile and broadcast digital media. Customer acquisition and retention, including Customer Relationship Management. Managing and evaluating campaigns. Creative – practices and strategies. Data quality and data protection issues. International issues in D&DM.
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 analyse communications problems and prepare an appropriate outline strategic Direct and Digital marketing plan for an organisation.
Indicative References and Reading List - URL:

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