BE534-6-AU-SO:
Digital Marketing and Social Media
2024/25
Essex Business School
Southend Campus
Autumn
Undergraduate: Level 6
Current
Thursday 03 October 2024
Friday 13 December 2024
15
25 June 2024
Requisites for this module
(none)
(none)
(none)
(none)
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This module focuses on a comprehensive understanding of the impact of 'digital' on the world of Marketing. It discusses the changing nature of business and consumer behaviour, communication, and market research. The module allows the students to investigate current practical and theoretical issues within the Digital Marketing and Social Media field.
This module has been designed to advance your appreciation of (i) the academic field of study concerned with marketing and digital media and (ii) the challenges and opportunities it affords to marketers, consumers, organisations and society at large. Marketing practices have dramatically changed with the rise of social media, mobile apps and new technological developments in devices, platforms, and applications. The rapid evolution of the digital environment presents new opportunities and challenges for marketers.
The aim of this module is to provide students with:
• a thorough understanding of the main theories and principles of digital marketing;
• to provide practical skills and knowledge in the areas of digital marketing and social media engagement
• it will highlight the necessity of an integrated approach to digital marketing, traditional marketing and business strategy.
A. To demonstrate a good knowledge and understanding of the concepts of digital marketing (A4, B1, B2, B6; C3, D2, D5);
B. To understand how digital technology and media change existing marketing models (A4, B1, B2, B5);
C. To develop functional competency in digital marketing applications through a programme of practical work using ‘real world’ situation (A4, B1, B2, B3, B4, B5, B8, B9, C2, D1, D2, D3, D4, D5);
D. To create and use effective methods of site design and promotion to launch a new product to the market and/or to communicate with customers (A4, B2, B3, B4, B5, B8, B9, C2, D1, D2, D3, D4, D5);
E. To work individually to devise and implement a digital marketing campaign (A4, B4, B5, B8, B9, B10, B12, C2, C3, D1, D2, D3, D4, D6).
Introduction to Digital Marketing
* Introduction to Digital Marketing
* Online Marketplace Analysis: Micro-Environment
* The Digital Macro-Environment
Digital Marketing Strategy Development
* Introduction to Digital Marketing Strategy
* Digital Media and the Marketing Mix
* Relationship Management using Digital Platforms
Implementation and Practice of Digital Marketing
* Delivering the Digital Customer Experience
* Campaign Planning for Digital Media
* Marketing Communications using Digital Media Channels
* Performance Management for Digital Channels
The following learning and teaching methods will inform the pedagogic structure of the course: Lectures; Case studies; Class exercises; Group Work; Signposting to other resources and support.
Students will be encouraged and required to refer to a wide range of resources covering text books and academic peer reviewed journal articles, to build an understanding of theoretical concepts and refer to articles in business newspapers and periodicals to follow current trends and practices concerning the application of digital marketing and social media in business.
The lectures will be developed around key concepts as mentioned in the indicative module content and will use a range of examples and cases from business practice to demonstrate the application of theoretical concepts. The lectures will follow a weekly format of 2 hours 1 hour lecture and 1 hour seminar per week for 10 weeks
This module does not appear to have a published bibliography for this year.
Assessment items, weightings and deadlines
| Coursework / exam |
Description |
Deadline |
Coursework weighting |
Exam format definitions
- Remote, open book: Your exam will take place remotely via an online learning platform. You may refer to any physical or electronic materials during the exam.
- In-person, open book: Your exam will take place on campus under invigilation. You may refer to any physical materials such as paper study notes or a textbook during the exam. Electronic devices may not be used in the exam.
- In-person, open book (restricted): The exam will take place on campus under invigilation. You may refer only to specific physical materials such as a named textbook during the exam. Permitted materials will be specified by your department. Electronic devices may not be used in the exam.
- In-person, closed book: The exam will take place on campus under invigilation. You may not refer to any physical materials or electronic devices during the exam. There may be times when a paper dictionary,
for example, may be permitted in an otherwise closed book exam. Any exceptions will be specified by your department.
Your department will provide further guidance before your exams.
Overall assessment
Reassessment
Module supervisor and teaching staff
Prof George Chryssochoidis, email: gc23203@essex.ac.uk.
Prof. George Chryssochoidis
gc23203@essex.ac.uk
No
No
No
Dr Nadia Zahoor
Queen Mary University of London
Senior Lecturer in Strategy
Available via Moodle
Of 55 hours, 20 (36.4%) hours available to students:
35 hours not recorded due to service coverage or fault;
0 hours not recorded due to opt-out by lecturer(s).
* Please note: due to differing publication schedules, items marked with an asterisk (*) base their information upon the previous academic year.
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