Digital Marketing Strategy

Code

BUSI4651

School

Business

Level

4

Credits

20

Semesters

Autumn UK

Summary

The module covers key components of marketing strategy with an emphasis on digital marketing domains, which shifts the focus of traditional strategy to a variety of digital marketing initiatives through the perspective of customer centricity such as: Influencer Content Marketing, Paid Advertising, Organic Channels, Mobile App Building, Retargeting, Email Marketing, Performance Marketing, and Cross Selling. 

Target Students

Available for MSc Digital Marketing students AND MSc Exchange students.

Classes

• Two 2-hour workshops each week for 11 weeks

This module is taught through a series of workshops.

Assessment

• 50% Group coursework: 2,500 words. Reassessment: 3,000 word coursework.
• 10% Group presentation: 10 minutes. Reassessment: 3,000 word coursework.
• 40% Coursework 2: 2,000 words. Reassessment: 3,000 word coursework.

Assessed by end of autumn semester

Educational Aims

Learning Outcomes

Knowledge and understanding:

• The dynamics of the global economy and international business &/or an awareness of cultural, legal/regulatory, political, and economic differences across countries &/or an appreciation of management issues from a global perspective;
• Markets - the development and operation of markets for resources, goods and services;
• Marketing and sales - different approaches for segmentation, targeting, positioning, generating sales, and the need for innovation in product and service design;
• Customers and stakeholders - customer expectations, service and orientation;
• Tools and techniques for transforming (big) data into useful information for business analysis and decision support;
• 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;
• Strategic management - the development and implementation of appropriate strategies within a changing environment.

Intellectual skill:

• 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;
• Using information and knowledge effectively in order to abstract meaning from information and to share knowledge, including the use of quantitative skills.

Professional practical skills:

• The ability to conduct research into business and management issues either individually or as part of a team through research design, data collection, analysis, synthesis, and reporting;
• 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 quantitative data, synthesis, and reporting;
• Effective performance within team environments and the ability to recognise and utilise individuals' contributions in group processes and to negotiate and persuade or influence others; team selection, delegation, development and management.  Leadership and performance management: selecting appropriate leadership style for different situations; setting objectives, motivating, monitoring performance, coaching, and mentoring.

Transferable (key) skills:

• Effective two-way communication: listening, effective 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; sensitivity to diversity in people and different situations and the ability to continue to learn through reflection on practice and experience;
• Soft skills: understanding the needs of others and empathy towards them; sensitivity to diversity in people and in different situations.

Conveners

• Dr Clare Foster