Course Details in 2022/23 Session

Module Title	LM Foundations of Digital Marketing
School	Birmingham Business School
Department	Birmingham Business School
Module Code	07 37291
Module Lead	Dr Julie Whiteman
Level	Masters Level
Credits	20
Semester	Semester 2
Pre-requisites
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
Exclusions
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	37291-01 : Individual In-tray Exercise : Coursework (30%) 37291-02 : Group Presentation : Coursework (30%) 37291-03 : Individual Written Report : Coursework (40%)
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% Reassessment: 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%
Other
Reading List