The module enables students to understand approaches for evaluating an organisation’s digital marketplace to help develop digital marketing strategy, contextualising digital growth and challenges alongside alignment with traditional spheres
Indicative content includes:
Scanning the digital environmental; trending issues /drivers of change
The micro and macro-environment components of the digital marketplace (including competitor scanning / analysis and Micro Internal analysis)
• Competitor Intelligence & competitor benchmarking
• Assessing organisational effectiveness
• Intermediary assessment and partner management
Sources of intelligence and data
The impact of big data on digital marketing
Tools and metrics for assessing the digital marketplace
Evaluating customer characteristics, behaviour and preferences (using trends and insights)
Digital channel-specific SWOT analysis

There will be a mixture of practice-based learning activities including lectures, IT lab-based activities, case studies, videos, in-class debates, presentations and discussions, individual and group problem-solving and self-directed learning and directed reading outside of class.

IT labs
VLE – Blackboard
Library – online resources
Academic Journals
Marketing and Industry reports

Chaffey, D. (2015) Digital Business and E-Commerce, 6/E, Pearson.
Lavon, K. (2014) Digital Product Management: Design websites and mobile apps that exceed expectations, Pearson.
Strauss, J. and Frost, R. (2014)
e-marketing, International Edition, 7/E, Pearson.
Mooradian, T., Matzler, K. and Ring, L. (2014), Strategic Marketing: International Edition, Pearson.
More current textbooks will be specified in the module handbook.

1) Demonstrate a systematic understanding of existing and emerging theoretical decision-making frameworks Knowledge and Understanding
Learning

2) Apply theoretical decision-making frameworks to demonstrate the ability to scan micro and macro environmental factors within the digital environment
Knowledge and Understanding
Learning
Analysis

3) Demonstrate digital fluency and understanding of tools and metrics for assessing the digital marketplace Application

4) Critically evaluate trending issues pertaining to contemporary digital marketing practices and formulate a digital marketing intelligence report
Analysis
Enquiry
Problem Solving
Communication

Individual assessments that test all the Learning Outcomes:
Weightings:
Individual poster weighted at 70% (LOs 1 & 2 & 3); and individual presentation summarising the intelligence report weighted at 30% (LO 4). 20 minutes duration.