Course Details in 2020/21 Session

Module Title	LH Digital Marketing
School	Birmingham Business School
Department	Birmingham Business School
Module Code	07 27763
Module Lead	Dr David Houghton
Level	Honours Level
Credits	10
Semester	Semester 1
Pre-requisites
Co-requisites
Restrictions	None
Exclusions
Description	This module enables final year marketing and communications students to critically analyse and assess the continuously evolving digital landscape. From this students will be able to develop and build upon the essential skills required by employers in order to identify, integrate and monitor effective digital tactics to deliver enhanced marketing activities within firms.
Learning Outcomes	By the end of the module students should be able to: Analyse the opportunities and challenges presented through the integration of the marketing, digital, macro and micro environments to support and enhance multichannel marketing. Critically analyse the impact and influence of digital technologies on marketing activities. Identify and deploy key digital tools and platforms, and explain how they can be effectively coordinated to support marketing and enhance consumer experiences. Critically appraise the relevance of- and design a digital strategy for- established and emerging digital platforms and channels in a marketing context. Apply key digital measures (and performance monitoring) to critically analyse social, sentiment, search and site behaviour.
Assessment	27763-01 : Individual Coursework : Coursework (50%) 27763-02 : Video : Coursework (50%)
Assessment Methods & Exceptions	Assessment: Individual Coursework: Essay (1250 words; 50%); Individual digital strategy plan (1250 words; 50%).
Other	None
Reading List