BE518-5-FY-KS:
Digital Marketing and Social Media
PLEASE NOTE: This module is inactive. Visit the Module Directory to view modules and variants offered during the current academic year.
2023/24
Essex Business School
Kaplan Singapore
Full Year
Undergraduate: Level 5
Inactive
Thursday 05 October 2023
Friday 28 June 2024
15
07 February 2024
Requisites for this module
(none)
(none)
(none)
(none)
BE530, BE535
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.
The aims of this module are:
- 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.
By the end of this module, students will be expected to be able to:
- To be able to identify and explain the vital importance of digital techniques in modern marketing.
- To analyse and understand digital marketing strategies and techniques in theory and practice.
- To critically explore and reflect on the underlying themes and principles of the dynamic world of digital marketing.
Skills for Your Professional Life (Transferable Skills)
- Enhance your writing skills: through developing your essay for the coursework you would be able to gain various academic writing skills (i.e. clarity, criticality and referencing).
- Develop your digital/technical fluency through the ability to evaluate various digital marketing communications channels.
- Improve your marketing-specific research skills through surfing various digital databases like Mintel.
- Enhance your critical thinking, through contrasting various digital marketing campaigns.
- Enhance your commercial awareness through inviting guest speakers who are currently work in the industry.
Marketing practices have dramatically changed with the rise of social media and new technological developments in devices, platforms, and applications. The digital environment presents new opportunities and challenges for marketers.
Through a combination of theory, case studies, best practice examples, current news items, and assignments, you learn how the internet is now integrated into all the marketing functions and activities of modern businesses.
This module will be delivered via:
- One 1-hour lecture per week.
The above list is indicative of the essential reading for the course.
The library makes provision for all reading list items, with digital provision where possible, and these resources are shared between students.
Further reading can be obtained from this module's
reading list.
Assessment items, weightings and deadlines
| Coursework / exam |
Description |
Deadline |
Coursework weighting |
| Exam |
Reassessment Main exam: Remote, Open Book, 120 minutes during September (Reassessment Period)
|
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
Dr Maged Ali, email: maaali@essex.ac.uk.
Maged Ali & Hanqun Song
ebsugcol@essex.ac.uk
No
No
No
No external examiner information available for this module.
Available via Moodle
No lecture recording information available for this module.
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