PEASE DO USE THE CORE TEXTS AS REFERENCES AND FOLLOW INSTRUCTION GUIGELINES , REGARDS
What should I read on this module? We recommend that you use the following core text listed below and in addition consider obtaining other books from the list. You may wish to form a study group with other students to facilitate the sharing of non-coretexts. Core Text Dave Chaffey and Fiona Ellis-Chadwick.(2015) Digital Marketing: Strategy, Implementation and Practice, 6th Edition, London: Pearson Education. Books and Texts 1. Ryan, D. (2017) Understanding Digital Marketing: Marketing strategies for engaging the digital generation, 4th Edition, London: Kogan PagePublishing. 1. Tuten, T and Solomon, M (2017) Social Media Marketing, 3rd Edition, London: Sage Publishing. 1. Chaffey, D and Smith, P.R (2013) eMarketing Excellence, Planning and Optimising your Digital Marketing, 4th edition, Oxon:Routledge 1. Blyth, A. (2011). Brilliant online marketing: How to use the internet to market your business. Harlow, England: PrenticeHall MODULE HANDBOOK Level 5 DIGITAL MARKETING 30 CREDITS RESIT Module Code: DMKT5008 SEMESTER: Spring 2019 Disclaimer: Whilst every effort has been made to ensure accuracy, the information contained within this publication may change in the light of altered regulations or policy, or due to financial or other constraints. Note: This document concerns the structure and content of the module. If you would like any other advice, please consult the Student Hub via
[email protected] Contents Page Introduction to the Module3 Learning Outcomes4 What will I study on this module?5 What are the learning activities on this module?7 What should I read on this module?8 How are marks awarded for the assessments?8 Module HandbookPage 10 Spring 2018 Semester Introduction to the Module Hello! My name is Charles Bladen and I am your Module Leader for Digital Marketing. Welcome to your resit. This module recognises how digitality enables organisations to be agile and how digital channels and digital communications’ tools can help to achieve business objectives. It is recognised that digitality is now one of the most important sale and marketing tools available to businesses. This is a practical digital marketing module which enables students to effectively use digital skills in a business context. Throughout this module we will explore nine key topics which include; Foundations of Digital Marketing, Website Optimisation, Content Marketing, Social Media Marketing, Digital Display & Video Advertising, Search Engine Marketing (SEO), PPC (Pay-per-click), Email Marketing & Marketing Automation, Analytics, Digital Strategy. The delivery of this module will be in the form of two-hour lectures followed by a three-hour practical workshop each week. The aim of the lectures is to provide you with the basic concepts and theories related to each topic and we will use the tutorials for you to explore these ideas in more depth, using class discussions, practical exercises and interactive quizzes. Attendance is key for this module. Only if you attend regularly, engage with the module and try your utmost to stay motivated, will you reap the benefits of what has been provided for you. You should log and track your progress as you make your way through the learning environment. A well-qualified team of staff is available to guide you and to provide assistance with any questions you may have relating to this module. However, it is you who must remain proactive and take the initiative when it comes to consolidating information that is disseminated to you. Our long-standing reputation for excellence, along with our friendly and helpful manner will ensure that you receive the very best tuition that is available. I do hope that you will reap rewards from this module, strive to succeed with the assessments and achieve a commendable pass mark worthy of your capabilities. I do hope that you find this module insightful and engaging as well as equipping you with practical skills that you will be able to use in the work place or your own business. I encourage you to be curious, ask a lot of questions, engage with tutors and your peers, and make the most of your time while you are at GSM London. We expect all of you to be successful in business, become leaders in your field, and give back to your community. I wish you all the best. Charles Bladen Module Leader E:
[email protected] Twitter: @CRBladen General Information Faculty Business Management Department Marketing, Events, Travel and Tourism (METT) Programme(s) BSc (Hons) Business Management BSc (Hons) Business Management with E-commerce BSc (Hons) Enterprise and small Business Development BSc (Hons) Events and Entertainment Management BSc (Hons) Marketing Module Teaching Team Module Leader Charles Bladen Tutor (s) Charles Bladen Wider Support Team Head of Department Philip Pryce Student Advisory
[email protected] External Examiner Angela Lawrence Dean Christy Traore Aims This module aims to give students a clear understanding of the role and value of digital marketing across organisations. Students will assess the role that various channels and activities play in planning implementation and management of digital business models, and channels of communications. Practical digital marketing skills are gained to be applied in all working environments. Learning Outcomes At the end of this module you will be able to: 1. Explain the foundation principles of digital marketing and be able to distinguish between traditional and digital marketing. 2. Identify the relevant laws and guidelines that pertain to the different aspects of digital marketing. 3. Apply digital marketing tactics to develop integrated and effective digital marketing approach across different digital domains. 4. Analyse the role of content within digital channels 5. Examine the value of ongoing analysis and measurements as a way of managing and evaluating their digital efforts and budgetary spend. What is a Learning Outcome? A Learning Outcome is a statement that describes what you will be able to do as a result of learning and allows you to demonstrate an understanding of what is required. Stated learning outcomes will help you to know what is expected of you and will help the teaching staff to focus on precisely what they want you to achieve. Achievement of a Learning Outcome is a specific minimum acceptable standard for you to be able to pass a module. Module Learning Outcomes will contribute to the successful completion of your modules, which in turn, contributes to the successful achievement of your programme. All Learning Outcomes must align with the assessment given to you. Why are Learning Outcomes important? Learning Outcomes are important because they communicate to you what you are expected to do and achieve in your modules. They support your learning and assessment, and help you to understand the requirements to pass. Without Learning Outcomes it is difficult for you to know what you are supposed to be learning. They make it easier for you to write fair, comprehensive assessments, and help you to identify the level of learning that is specified within the module. What will I study on this module? During this module you will study: · Foundations of Digital Marketing – The power of digital and how organisations can now leverage new opportunities for customer engagement as the traditional relationship between organisations and relationship between organizations and customers evolves and changes. · Website Optimisation - Best practice on how companies can build and publish a well-designed, high performing and optimized website that is aligned to business goals. · Content Marketing – How to execute a content marketing strategy in a persona-oriented, data-driven way - informed by business objectives, aligned with the buyer journey and overall marketing strategy. · Social Media Marketing - Develop the knowledge and skills to effectively engage with customers across a diverse range of social media platforms as well as the challenges businesses may face when implementing an effective social media strategy, especially using paid advertising options within each social network. · Search Engine Optimisation - Understand Search Engine Optimization (SEO) and how the tactics underpinning SEO can help boost the organic search ranking of a companies content/website on the search engine results pages (SERPS). · PPC advertising (Pay-per-click) - Covering the key concepts and terminology used within the field of PPC students will be able to gain the technical understanding and skills to build and maintain an effective PPC strategy. · Display & Video Advertising – Discovering core concepts and terminology associated with Display & Video Advertising, and exploring what is involved with developing and implementing effective display and video campaigns. · Email Marketing & Marketing Automation - Covering the four foundational aspects of email marketing: data capture and subscriber segmentation, email design and content, email delivery, as well as measurement and reporting. Students will also explore the techniques, processes and value of using marketing automation alongside email marketing campaigns. · Analytics - learning about the range of specialist tools that are available to help businesses understand how to measure and monitor online traffic as well as understanding the rationale and business benefits of adopting a formal analytics program. · Digital Strategy - Understanding how businesses develop and implement an effective digital marketing plan utilising all that has been learnt in the weeks preceding this lecture. What are the learning activities on this module? This module is 30 credits, therefore most students will need to undertake 300 hours of classroom and independent study pass this module. In this module, we suggest you divide your time as follows through-out the semester: Scheduled Activities Hours Additional Information Lectures 20 Tutor led lecture on key subject areas as indicated in scheme of work. Tutorials 40 Group discussion and tutor led activities to embed learning. Practicalclassesand workshops 10 Workshops to reinforce practical skills aspect if the module, largely conducted in computer lab. Guided Independent Study 230 This will included guided reading, preparation for tutorial sessions and workshops, access to a range of online learning materials. Total 300 (NB: 1 credit – 10 hours of learning: 10 credits = 100 hours, etc) You must attend all taught sessions for the module, or you may be not able to submit your assessment for the module. Lectures: There are weekly lectures (normally held in lecture theatres) throughout the teaching period during the semester. The first lecture is designed to introduce you to the module topics that will be taught during the semester. Tutorials/Workshops: To support the lectures and to provide you with an opportunity to deepen your understanding of the content of the topics, there are weekly, interactive tutorials. You will be given the opportunity to ask questions or make comments, and to undertake short periods of group work. Tutorials normally comprise smaller numbers of students than lectures. Guided independent study: Guided independent study is as appropriate to the agreed learning outcomes. This might include preparation for scheduled sessions, follow-up work, wider reading or practice, and completion of project tasks. You are expected to be responsible for your own learning, with appropriate support provided by the teaching staff, your supervisor, the institution, and where appropriate, your employer. What should I read on this module? We recommend that you use the following core text listed below and in addition consider obtaining other books from the list. You may wish to form a study