Programme And Module Handbook
 
Course Details in 2022/23 Session


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Module Title LM Digital and Innovative Marketing
SchoolBirmingham Business School
Department Birmingham Business School
Module Code 07 37304
Module Lead Inci Toral
Level Masters Level
Credits 20
Semester Semester 2
Pre-requisites
Co-requisites
Restrictions None
Contact Hours Lecture-20 hours
Practical Classes and workshops-8 hours
Supervised time in studio/workshop-12 hours
Guided independent study-160 hours
Total: 200 hours
Exclusions
Description This module will add to and build upon student knowledge of the basics of digital marketing in order to consider the broader implications of digital marketing on contemporary society. Taking a case study approach, students will be invited to build upon the theory and to apply analytical tools to understand how to design and evaluate digital marketing programmes within a range of organisations.

Topics to be covered include Artificial Intelligence and Marketing Decision Making, Smart Technologies and Marketing Analytics. Workshops and seminars will allow students to further develop their practical skills in evaluating various digital strategies available through the use of a range of contemporary digital marketing tools.
Learning Outcomes By the end of the module students should be able to:
  • Demonstrate critical awareness of the role of digital marketing as a strategic management tool
  • Apply critical understanding of contemporary issues in digital marketing, contemporary research and theory to address organisational questions
  • Appraise alternative marketing frameworks and concepts to identify and resolve strategic issues in contemporary and complex scenarios.
  • Understand the role of data in creating knowledge to facilitate strategic marketing decisions.
Assessment
Assessment Methods & Exceptions Assessment:

(2500 words equivalent) individual digital project and report (50%) (for example using a simulation or digital platform);

(2500 words) individual commentary/report on a contemporary digital marketing issue (50%).

Reassessment:

Resubmission of failed component:

(2500 words equivalent) individual digital project and report (50%) (for example using a simulation or digital platform);

AND/OR;

(2500 words) individual commentary/report on a contemporary digital marketing issue (50%).
Other
Reading List