Programme And Module Handbook
Course Details in 2020/21 Session

If you find any data displayed on this website that should be amended, please contact the Curriculum Management Team.

Module Title LM Digital Marketing
SchoolBirmingham Business School
Department Birmingham Business School
Module Code 07 31603
Module Lead Dr David Houghton
Level Masters Level
Credits 10
Semester Semester 2
Restrictions None
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%)
Reading List