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:

20

Level (including FHEQ):

F (FHEQ Level 4)

Graded or Non Graded:

Graded

Version Valid From:

2024-09-01

Module Leader:

Loren Birkett

Version Number

2024.04

Learning Methods

Guided Independent Study

Lecture

Seminar

Synopsis

This module critically discusses key theories relevant to digital marketing communications. Strengths and weakness of different marketing communications channels and platforms (offline, online, integrated) will be analysed as well as their effectiveness. The role of digital marketing communication content, format, and source are discussed as well as psychological processes involved … For more content click the Read More button below.

Learning Strategy

Key principles will be delivered by means of lectures and supported by tutorials.  Tutorials will be used to explore and examine those principles and ideas further. Marketing communication related case/research article study, group discussion/debate, audio-visual communication materials analysis, and in-class presentation will be conducted in tutorials.

Outline Syllabus

Outline Syllabus: The marketing communications environment and the changing digital landscapeThe theory of marketing communications – behavioural and practical theories, and the insights these provide to marketing managementInternal and external communication needs, the range of communications objectives and the key audienceStrategic and operational planning – and the implications for both … For more content click the Read More button below.

Learning Outcomes

On successful completion of this module students will
1.
Understand the role of digital marketing communications in an organisational setting
2.
Evaluate key theories, models and constraints associated with digital marketing communications.
3.
Critically assess different types of marketing communications media, platforms, and channels how they can be used in practice
4.
Demonstrate awareness of the ethical and legal issues concerning marketing communications
5.
Apply key digital marketing communication tools to create digital marketing content.
6.
Utilise digital marketing communication media, platforms and channels to develop digital marketing communications campaigns.
7.
Present and justifying a planned campaign idea working closely with others as a member of a group.

Formative Assessment

Assessment 1: In-Class Test

Assessment 2: Oral presentation/assessment

Summative Assessment

Assessment 1: Written Assignment

Assessment 2: Presentation

Assessment Criteria

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

My Reading

Reading List