Digital And Social Media Marketing

Please note

This document only provides information for the academic year selected and does not form part of the student contract

School:

Huddersfield Business School

Credit Rating:

Level (including FHEQ):

H (FHEQ Level 6)

Graded or Non Graded:

Graded

Version Valid From:

2021-09-01

Module Leader:

Loren Birkett

Version Number

2023.02

Learning Methods

Lecture

Seminar

Guided Independent Study

Synopsis

This module will investigate and explore a variety of digital and social media marketing tools and their implementation within a practical context. It will provide you with an awareness of the skills and abilities required in an ever-evolving digital landscape and a thorough understanding of the main theories and principles… For more content click the Read More button below.

The module covers relevant academic and practical content for developing the necessary knowledge, understanding and competencies in the field of integrated, interactive, one-to-one and targeted digital, SEO and Social media marketing campaigns.

The module will develop your knowledge and abilities in areas such as strategic marketing, online decision making, Search engine optimisation strategies (SEO) and communications planning for e-business, web site design for marketing, and interactive digital marketing communications.

Learning Strategy

So far as is possible a practical approach will be adopted and where appropriate you will carry out workshop-based activities posed within the context of marketing management. The workshops will be designed to enable the student to develop appropriate skills and to develop understanding of digital marketing strategy and the… For more content click the Read More button below.

Class contact time will be a mixture of lectures, individual and group exercises, discussions and computer lab sessions. You will be encouraged to collaborate in order to research companies in-depth to gain a thorough appreciation of their digital marketing and communications needs.

We work continuously with our school’s VLE team to keep abreast with the latest technology to enable you to participate in and contribute to learning via digital methods.

Outline Syllabus

Considering primarily business-to-consumer (B2C) and business-to-business (B2B) markets, the main content covered by this module will be as follows 1) Digital marketing and communications foundations. a. Digital marketing and communications environment. b. E-marketing strategy and planning. 2) The E-marketing mix. a. Conceptual background. b. E-marketing mix in practice. 3) Online… For more content click the Read More button below.

Considering primarily business-to-consumer (B2C) and business-to-business (B2B) markets, the main content covered by this module will be as follows

1) Digital marketing and communications foundations.

a. Digital marketing and communications environment.

b. E-marketing strategy and planning.

2) The E-marketing mix.

a. Conceptual background.

b. E-marketing mix in practice.

3) Online communications

a. One-to-one digital communications.

b. Social Media Communications.

c. Viral and influence based marketing communications.

d. Social and Digital communities.

e. Digital and Social media behaviour.

4) Introduction to Marketing Information & IS

a. The web site for internal and external marketing.

b. Role of information in marketing.

c. Marketing information requirements.

5) Search engine optimisation strategies.

a. Search engine behaviour.

b. Organic and PPC marketing.

c. Planning and selecting Digital marketing keywords.

d. Measurement and Management issues.

6) Acquiring Marketing Information.

a. E-market research, tools and strategies.

b. Data Capture tools for decision making

c. Technologies for data capture.

7) Marketing Information for Management.

a. Data-driven approaches to planning & decision making.

b. Techniques & models for measurement and analysis.

c. Web Analytics.

Learning Outcomes

On successful completion of this module students will

Appreciate the relevance and application of key marketing concepts.

Recognise the impact of digital technologies, social media and SEO on the nature, implementation, outcomes, measurement and management of the marketing function and customer communications.

Understand the role of information and Online digital technologies in building and managing customer and stakeholder relationships within the digital business environment.

Critically research and assess opportunities for the application of digital and social media marketing practices within specific markets.

Create and apply detailed, actionable e-marketing plans.

Identify and manage information, web analytics, systems and process requirements for successful integrated, customer-focused e-marketing management.

Apply quantitative techniques to analyse marketing data.

Formative Assessment

Assessment 1: Other

Summative Assessment

Assessment 1: Written Assignment

Assessment 2: Portfolio

Assessment Criteria

The assessment criteria is as set out in the Huddersfield Business School Assessment Guidelines. The guidelines provide criteria for the assessment of both coursework’s and examinations.

Course and Module Catalogue