Programme And Module Handbook
Course Details in 2022/23 Session

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Module Title LM Foundations of Digital Marketing
SchoolBirmingham Business School
Department Birmingham Business School
Module Code 07 37291
Module Lead Joanne Matthews
Level Masters Level
Credits 20
Semester Semester 2
Co-requisites LM Digital Marketing Live Project - (07 37288)
Restrictions None
Contact Hours Lecture-30 hours
Seminar-5 hours
Practical Classes and workshops-5 hours
Guided independent study-160 hours
Total: 200 hours
Description For certain digital marketing has revolutionised the manner in which all businesses, domestic or global, operate and market their business activities. Digital marketing is now the fast moving and exciting element of an organisation’s marketing strategy and is the focus for customer- centric communications in an increasing multi-channel environment.

This module offers an introduction into the world of digital marketing, how it has evolved and where the thought leaders in the industry believe it is headed. Students will be introduced to key concepts and theory that underpin contemporary digital marketing in today’s world. Through seminars and workshops students will gain practical digital marketing skills, which includes producing user generated content, creating online communities and viral campaigns that shift the focus of power from the firm to the consumer and introduces the key concepts of social publishing.
Learning Outcomes By the end of the module students should be able to:
  • To critically evaluate the fundamental planning concepts and theories of digital marketing campaigns.
  • To explore the range of digital marketing channels available to organisations in order to undertake digital marketing planning.
  • To analyse consumer motivations in terms of user generated content and the associated impact of this on a firm's marketing communications.
  • Demonstrate effective oral and written communications.
Assessment Methods & Exceptions Assessment:

Individual 2,000 words report 40%

Individual 30-minute in-tray simulated exercise (in class assessment) 30%

20-minute team presentation to a live client 30%


Students will be reassessment by failed component:

Individual 2,000 words report 40%
Individual in-tray simulated exercise 30% 1,000 individual word essay that links to the group assessment 30%
Reading List