Core Module Information
Module title: Digital Marketing Strategy

SCQF level: 11:
SCQF credit value: 20.00
ECTS credit value: 10

Module code: MKT11924
Module leader: Jackie Cameron
School The Business School
Subject area group: Marketing
Prerequisites

N/A

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 the Institute of Digital Marketing.

Learning Outcomes for module:

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
2023/4, Trimester 1, 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: Jackie Cameron
Module Organiser:


Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Seminar 33
Online Practical classes and workshops 3
Independent Learning Guided independent study 164
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Essay 60 1,4,5 8 HOURS= 00.00, WORDS= 3000
Oral Presentation 40 2,3,5 13 HOURS= 00.20
Component 1 subtotal: 60
Component 2 subtotal: 40
Module subtotal: 100
2023/4, 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: Jackie Cameron
Module Organiser:


Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Seminar 33
Online Practical classes and workshops 3
Independent Learning Guided independent study 164
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Essay 60 1,4,5 8 HOURS= 00.00, WORDS= 3000
Oral Presentation 40 2,3,5 13 HOURS= 00.20
Component 1 subtotal: 60
Component 2 subtotal: 40
Module subtotal: 100

Indicative References and Reading List - URL:
Digital Marketing Strategy (MKT11924)