Programme And Module Handbook
Course Details in 2020/21 Session

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Module Title LH Digital Marketing
SchoolBirmingham Business School
Department Birmingham Business School
Module Code 07 27763
Module Lead Dr David Houghton
Level Honours Level
Credits 10
Semester Semester 1
Restrictions None
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