Course Details in 2024/25 Session

Module Title	LM Digital Marketing
School	Birmingham Business School
Department	Marketing
Module Code	07 39592
Module Lead	Joanna Pokorska-Zare
Level	Masters Level
Credits	10
Semester
Pre-requisites
Co-requisites
Restrictions	None
Contact Hours	Lecture-20 hours Seminar-9 hours Practical Classes and workshops-4 hours Guided independent study-67 hours Total: 100 hours
Exclusions
Description	Digital marketing has revolutionised the manner in which all businesses, domestic or global, operate and market their business activities. Digital marketing is now a dynamic element of an organisation's marketing strategy and is the focus of customer- centric communications in an increasingly multi-channel environment. This module develops students' understanding and ability to evaluate the digital landscape. The module will enable students to identify, integrate and monitor effective digital strategies across multiple channels. Students will learn how to plan and implement digital marketing activities. Through the use of a range of contemporary digital tools, students will develop deep knowledge and further develop their practical skills in evaluating various digital strategies available.
Learning Outcomes	By the end of the module students should be able to: Identify and deploy key digital tools and platforms, with a focus on how they can be coordinated to support marketing strategies and enhance consumer experiences. Monitor and evaluate performance of digital marketing activities. Critically evaluate the role and impact of digital marketing on contemporary society.
Assessment	39592-01 : Digital Artefact : Coursework (25%) 39592-02 : Individual Report : Coursework (75%)
Assessment Methods & Exceptions	Assessment: Individual report – 1500 words (75%) Digital artefact e.g. an Instagram post– individual (25%) Reassessment: Reassessment of the failed component: Individual report – 1500 words (75%) Digital artefact e.g. an Instagram post– individual (25%)
Other
Reading List