Module Descriptors
DIGITAL STRATEGY
MKTG60303
Key Facts
Digital, Technology, Innovation and Business
Level 6
15 credits
Contact
Leader: Kathryn Mitchell
Hours of Study
Scheduled Learning and Teaching Activities:
Independent Study Hours:
Total Learning Hours: 150
Assessment
- PORTFOLIO weighted at 100%
Module Details
ASSESSMENT DETAILS
100% Portfolio (submitted online)
INDICATIVE CONTENT
This module provides insight into how organisations can implement digital marketing capabilities into strategic marketing planning. It outlines how an understanding and analysis of the macro- and micro- environments can enable organisations to assess the impact of the disruptive digital landscape in delivering objectives, in order to develop strategic recommendations. It provides recognition of how creating digital marketing mixes can enable organisations to respond with agility to market needs. It examines how the management of digital channels and the application of key digital measures help to achieve business objectives
LEARNING STRATEGIES
3-hour face to face teaching – lecture slides and tutorial activities
TEXTS
Core
Chaffey, D. and Ellis-Chadwick, F. (2012) Digital marketing: strategy, implementation and practice. 5th edition.
Harlow, Pearson.
Supplementary
Chaffey, D. and Smith, P.R. (2012) Emarketing excellence: planning and optimizing your digital marketing. 4th edition. Abingdon, Routledge.
Flores, L. (2013) How to measure digital marketing: metrics for assessing impact and designing success. Basingstoke, Palgrave Macmillan.
Kaufman, I and Horton, C. (2014) Digital marketing: integrating strategy and tactics with values. Abingdon, Routledge.
Richardson, N., James, J. and Kelley, N. (2015) Two futures of marketing: how to plan for growth using sustainable and digital marketing. London, Kogan Page.
Ryan, D. and Jones, C. (2014) Understanding digital marketing: marketing strategies for engaging the digital generation. 3rd edition. London, Kogan Page.
Chaffey, D. and Ellis-Chadwick, F. (2012) Digital marketing: strategy, implementation and practice. 5th edition.
Harlow, Pearson.
Supplementary
Chaffey, D. and Smith, P.R. (2012) Emarketing excellence: planning and optimizing your digital marketing. 4th edition. Abingdon, Routledge.
Flores, L. (2013) How to measure digital marketing: metrics for assessing impact and designing success. Basingstoke, Palgrave Macmillan.
Kaufman, I and Horton, C. (2014) Digital marketing: integrating strategy and tactics with values. Abingdon, Routledge.
Richardson, N., James, J. and Kelley, N. (2015) Two futures of marketing: how to plan for growth using sustainable and digital marketing. London, Kogan Page.
Ryan, D. and Jones, C. (2014) Understanding digital marketing: marketing strategies for engaging the digital generation. 3rd edition. London, Kogan Page.
SPECIAL ADMISSION REQUIREMENTS
Candidates must be enrolled onto the CIM Diploma in Professional Marketing.
MODULE LEARNING OUTCOMES
1. Understand the strategic implications of the disruptive digital environment
2. Generate relevant insights into key emerging themes within the digital marketing environment
3. Develop strategic recommendations in response to the need to acquire, convert and retain customers
4. Deliver an agile response to changing customer behaviours
5. Know how to manage and optimise key channels and content within a digitally enhanced strategic plan
6. Apply key digital measures to analyse social, sentiment, search and site behaviour
2. Generate relevant insights into key emerging themes within the digital marketing environment
3. Develop strategic recommendations in response to the need to acquire, convert and retain customers
4. Deliver an agile response to changing customer behaviours
5. Know how to manage and optimise key channels and content within a digitally enhanced strategic plan
6. Apply key digital measures to analyse social, sentiment, search and site behaviour
Web Descriptor
This module provides insight into how organisations can implement digital marketing capabilities into strategic marketing planning. It outlines how an understanding and analysis of the macro- and micro- environments can enable organisations to assess the impact of the disruptive digital landscape in delivering objectives, in order to develop strategic recommendations.