Digital Marketing
| Code | School | Level | Credits | Semesters |
| BUSI3216 | Nottingham University Business School | 3 | 20 | Full Year Malaysia |
- Code
- BUSI3216
- School
- Nottingham University Business School
- Level
- 3
- Credits
- 20
- Semesters
- Full Year Malaysia
Summary
On completion of this module the student should be able to apply and synthesize principles and precepts of traditional marketing theory to digital marketing. They will learn how to analyse and assess the implementation, control, and evaluation of the online marketing planning process. As part of the module, the students will also evaluate the impact of social networks on online consumer behaviour and social media communications strategies of organizations. They will also carry out critical analyses of contemporary issues in the area of digital marketing.
Target Students
NUBS students who have completed the pre-requisite
Classes
- One 1-hour seminar each week for 2 weeks
- One 1-hour-30-minute lecture each week for 22 weeks
Assessment
- 70% Individual Assignment: One 3000 word individual assignment
- 30% Group Presentation: 20-minutes Group Presentation
Assessed in both autumn & spring semest
Educational Aims
This module is intended to guide students to applying marketing across digital platforms. It covers all the aspects of deploying digital marketing within an organisation. The module builds on existing theories and concepts and questions the validity of these models in the light of the differences between the internet and other media. It explores the different strategies of developing and implementing digital marketing to different organizational settings.Learning Outcomes
Knowledge and understanding
This module develops a knowledge and understanding of:
- The dynamic and changing nature of business and the consideration of the future of organisations within the global business environment, including the management of risk.
- The development, access and operation of markets for resources, goods and services.
- The management of customer expectations, relationships and development of service excellence.
- The sources, uses and management of finance.
- The management of resources.
- The management of procurement.
- The different approaches for segmentation, targeting, positioning, generating sales and the need for innovation in product and service design.
Intellectual skills
This module develops:
- Conceptual and critical thinking, analysis, synthesis and evaluation.
Professional practical skills
This module develops:
- Self-analysis and awareness/sensitivity to diversity in terms of people and cultures. This includes a continuing appetite for development.
- People management, to include communications, team building, leadership and motivating others.
- The ability to act entrepreneurially to generate, develop and communicate ideas, manage and exploit intellectual property, gain support and deliver successful outcomes.
Transferable (key) skills:
This module develops;
- Self-management and a readiness to accept responsibility and flexibility, to be resilient, self-starting and appropriately assertive, to plan, organise and manage time.
- An awareness of the interpersonal skills of effective listening, negotiating, persuasion and presentation and their use in generating business contacts.
- Ability to work collaboratively both internally and with external customers and an awareness of mutual interdependence.
Conveners
- Dr Muhammad Hamza Shahab
- Dr Shu Han Tan