BE518-5-SP-CO:
Digital Marketing and Social Media
2016/17
Essex Business School
Colchester Campus
Spring
Undergraduate: Level 5
Current
15
18 March 2014
Requisites for this module
BE400
(none)
BE511
(none)
BE530
BSC NN25 Management and Marketing,
BSC NN2M Management and Marketing (Including Placement Year),
BSC NNF5 Management and Marketing (Including Year Abroad)
Welcome to the second year undergraduate module, BE518 Digital Marketing and Social Media. This module builds upon the study of Marketing Management (BE511) that you undertook during your autumn of second year. It 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 and new technological developments in devices, platforms, and applications. The rapid evolution of 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, students will learn how the internet is now integrated into all the marketing functions and activities of modern businesses, as well as the important changes brought by the internet in terms of the business environment and consumer behaviour upon social and cultural forms and processes.
The module is of an advanced nature insofar as it has been designed to encourage you to think critically about the practices underpinning digital marketing and about the concepts and frameworks that are invoked to explore and to explain the use of digital marketing and social media.
Module Aims
The aim of this module is to provide students with a thorough understanding of the main theories and principles of digital marketing, and to provide practical skills and knowledge in the areas of digital marketing and social media engagement. It will also highlight the necessity of an integrated approach to digital marketing, traditional marketing and business strategy.
Module Outcomes
On completion of this module students should 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)
The module will help you with the following transferable skills:
a) 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).
b) Develop your digital/technical fluency through the ability to evaluate various digital marketing communications channels.
c) Improve your marketing-specific research skills through surfing various digital databases like Mintel.
d) Enhance your critical thinking, through contrasting various digital marketing campaigns.
e) Enhance your commercial awareness through inviting guest speakers who are currently work in the industry.
No information available.
No information available.
No additional information available.
10 x 1 hour lectures
Lectures consist of an introduction to and an overview of the subject.
9 x 1 hour weekly classes starting on the second week of term
Classes are an essential and compulsory part of the module. Classes are interactive and will involve discussion, debate and student led presentations.
Assessment items, weightings and deadlines
| Coursework / exam |
Description |
Deadline |
Coursework weighting |
| Coursework |
BE518 Assignment |
|
|
| Exam |
Main exam: 120 minutes during Summer (Main 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
Fatema Kawaf, Maged Ali & Lucill Curtis
ebsugcol@essex.ac.uk
Yes
Yes
No
Dr Emma Surman
The University of Keele
Lecturer
Available via Moodle
Of 56 hours, 40 (71.4%) hours available to students:
5 hours not recorded due to service coverage or fault;
11 hours not recorded due to opt-out by lecturer(s).
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