All brands face competition and need to seize opportunities from digital marketing. You'll acquire the tools and knowledge to understand the digital economy and how to make data-driven decisions. Explore topics such as cloud computing and the sharing economy and how digital requires the integration of online and offline assets in the multi-channel model. A variety of digital marketing tools will be used in teaching to create a competitive advantage for your career in the digital world.
Total contact hours: 22
Private study hours: 128
Total study hours: 150
Main assessment methods:
VLE Test (20%)
Individual Report – 1000 words (20%)
2 hour exam (60%)
Reassessment method:
100% exam
Chaffey D., Mayer D., Johnston K and Ellis-Chadwick F. (2012) Digital Marketing: Strategy, Implementation and Practice 5th Edition, London: Financial Times Prentice Hall.
Chaffey, D., Smith, P. (2008) eMarketing eXcellence. Planning and optimizing your digital marketing. San Diego: Butterworth Heinemann,.
Reynolds, J. (2012) E-Business – A Management Perspective, Oxford: Oxford University Press,
Zott, C and Amit, R. (2010)' Business Model Design: An Activity System Perspective'. Long Range Planning, 43 (2-3). pp. 216-226.
Bailey, J.P., and Bakos, J.Y. (1997) 'An Exploratory Study of the Emerging Role of Electronic Intermediaries'. International Journal of Electronic Commerce 1 (3). pp. 7-20.
Furnell, S. (2007) 'Making security usable: Are things improving?', Computers and Security, 26(6), pp. 434-443
See the library reading list for this module (Canterbury)
The intended subject specific learning outcomes.
On successfully completing the module students will be able to:
- understand the threats, security and other, posed by digital marketing
- demonstrate both knowledge and understanding of how the Internet and other platforms (e.g. mobile) support digital marketing
- apply underlying business and marketing concepts to understand the relationship between digital marketing strategy and the wider organisation
- critically evaluate how digital marketing strategy differs across business sectors
- critically assess the key issues in the development and implementation of digital marketing strategy
- demonstrate a critical appreciation of the importance, and limitations, of business models in digital marketing strategy
The intended generic learning outcomes.
On successfully completing the module students will be able to:
- plan, work and study independently using relevant resources
- organise and present analysis as a considered viewpoint
- find, select, organise and synthesise complex information
- contribute effectively to organisational decision-making
- prepare for a career involving digital marketing
- work in interdisciplinary areas
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