Course Details in 2018/19 Session

Module Title	LM Digital Marketing
School	Birmingham Business School
Department	Birmingham Business School
Module Code	07 31603
Module Lead	Dr David Houghton
Level	Masters Level
Credits	10
Semester	Semester 2
Pre-requisites
Co-requisites
Restrictions	None
Exclusions
Description	The overall aim of this module is to provide an in-depth and critical perspective of digital marketing within an overall integrated marketing communications mix. The module features digital marketing principles, metrics and software and the syllabus explores: databases, consumer data, and its role in facilitating digital marketing strategies and tactics; planning; relationship management software, metrics and statistical analysis; and issues of privacy, security and social responsibility.
Learning Outcomes	By the end of the module students should be able to: demonstrate comprehensive knowledge and understanding of the theory and practice of digital marketing strategy; identify and critically evaluate the changing nature of digital media and the challenges of effective integration; analyse marketing issues critically, systematically and creatively to identify problems, and to propose and evaluate alternatives to solve these problems Be critically aware of developments in marketing practice and theory and issues with application critique relevant literature, communication campaigns, information sources and data; challenge viewpoints, ideas and concepts; utilise IT for marketing applications and to support information retrieval, data analysis and communication.
Assessment	31603-01 : Group Podcast : Group Assessment - Coursework (25%) 31603-02 : Individual Essay : Coursework (75%)
Assessment Methods & Exceptions	Assessment: Individual assignment 2,000 words: 75% Group Assignment: 25% (5 min audio podcast) Reassessment: Individual assignment 2000 words (100%)
Other
Reading List