Digital Marketing Communications

Code

BUSI4650

School

Business

Level

4

Credits

20

Semesters

Spring UK

Summary

The module will develop the skills required to conceive, scope, design, and deliver a digital marketing communications campaign. It will integrate learning from other modules relating to analytics, user engagement, and strategy, to provide a compelling presentation across multiple digital platforms of the organisation’s marketing offering.

Target Students

Only available to students on MSc Digital Marketing AND MSc Exchange students.

Classes

• Four 2-hour workshops each week for 3 weeks
• Four 1-hour lectures each week for 3 weeks

This module is taught through a combination of lectures and workshops. Delivery pattern: Spring term weeks 4-7 with weeks 4-6 being delivery (four days, each with 1-hour lecture and 2-hour workshop), and week 7 being final assessment. 36 hours contact time.

Assessment

• 25% Coursework 1: 1,250 words. Reassessment: 3,000 word coursework.
• 25% Coursework 2: 1,250 words. Reassessment: 3,000 word coursework.
• 50% Coursework 3: 2,500 words. Reassessment: 3,000 word coursework.

Assessed by end of spring semester

Educational Aims

Learning Outcomes

Knowledge and understanding 

• Marketing and sales - different approaches for segmentation, targeting, positioning, generating sales, and the need for innovation in product and service design 
• The management of projects 
• Communications - the comprehension and use of relevant communications for application in business and management, including the use of digital tools 
• Digital business - the development of strategic priorities to deliver business at speed in an environment where digital technology is reshaping traditional revenue and business models, associated risk management 
• Business innovation - creativity, intrapreneurial - and entrepreneurial behaviour and enterprise development, and the management and exploitation of intellectual property 

Intellectual skills 

• Being able to think critically and be creative: manage the creative processes in self and others; organise thoughts, analyse, synthesise, and critically appraise. This includes the capability to identify assumptions, evaluate statements in terms of evidence, detect false logic or reasoning, identify implicit values, define terms adequately and generalise appropriately 
• Being able to solve complex problems and make decisions: establish criteria, using appropriate decision-making techniques including identifying, formulating, and solving business problems; and the ability to create, identify and evaluate options; the ability to implement and review decisions 

Professional practical skills 

• The ability to conduct research and enquiry into business and management issues either individually or as part of a team through research design, the collection and analysis of qualitative data, synthesis, and reporting
• The ability to recognise the need for and initiate change and to be able to manage change 
• The ability to recognise and address ethical dilemmas, corporate social responsibility, and sustainability issues, applying ethical and organisational values to situations and choices 

Transferable (key) skills 

• Effective communication: networking, listening, oral and written communication of complex ideas and arguments, using a range of media, including the preparation of business reports 
• High personal effectiveness: critical self-awareness, self-reflection, and self-management; time management; conflict resolution, displaying commercial acumen, the ability to continue to learn through reflection on practice and experience 

Conveners

• Dr Ruxandra-Elena Francu