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 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
2022/3, 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 Cameron
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
An academic textbook is recommended. The Module Leader gives face to face and online support, moderates a discussion and exercises.


Students critically investigate both practitioner and academic sources for Assignment 1 (LO1,4,5) which enhances their knowledge of theory and practice of digital marketing. Students develop a digital marketing strategy for a real organisation using IDM brief (LO 2,3) for Assignment 2. The module is accredited by the Institute of Digital Marketing and students have an opportunity to take IDM exam and gain an additional qualification (Cert in Digital Marketing) which further enhances their employability. Assignment 1 ensures familiarity with recent research.

The delivery mode is adaptable and suited to part-time students. Examples from Europe, the US and the Far East are used and student-generated ones encouraged. Certain topics are specifically examined in an international context.

Formative Assessment:
The computerised quiz allows student reflection and tutor feedback. All tutorials have exercises aimed at building knowledge and skills towards the delivery of an essay and group project.
The first two tutorials include 'study skills' activities aimed at helping students identify appropriate journal articles for use in their essays. The second two tutorials are focused on evaluating a digital marketing strategy with a view to preparing students for the group work assessment

Summative Assessment:
The first assessment is an individual 3000-words essay that focuses on digital marketing theory and practice (LO 1,4,5). Assessment 2 is a 20 minutes group presentation where students are asked to develop a digital marketing plan using a real brief provided by IDM (LO 2,3)

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
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: Jackie Cameron Cameron
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
An academic textbook is recommended. The Module Leader gives face to face and online support, moderates a discussion and exercises.


Students critically investigate both practitioner and academic sources for Assignment 1 (LO1,4,5) which enhances their knowledge of theory and practice of digital marketing. Students develop a digital marketing strategy for a real organisation using IDM brief (LO 2,3) for Assignment 2. The module is accredited by the Institute of Digital Marketing and students have an opportunity to take IDM exam and gain an additional qualification (Cert in Digital Marketing) which further enhances their employability. Assignment 1 ensures familiarity with recent research.

The delivery mode is adaptable and suited to part-time students. Examples from Europe, the US and the Far East are used and student-generated ones encouraged. Certain topics are specifically examined in an international context.

Formative Assessment:
The computerised quiz allows student reflection and tutor feedback.

Summative Assessment:
The first assessment is an individual 3000-words essay that focuses on digital marketing theory and practice (LO 1,4,5). Assessment 2 is a 20 minutes group presentation where students are asked to develop a digital marketing plan using a real brief provided by IDM (LO 2,3)

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)