The approach to planning in the digital marketing environment is currently the focus of a growing body of academic research. As conventional frameworks such as RACE and segmentation for a digital world evolve, new approaches are emerging. Drawing from a different theoretical lens, researchers are addressing links between branding and brand awareness through social media networks, the role of big data in analyses and the interplay with theoretical approaches from value co-creation to resource capabilities.

With a broad focus, this module is designed to allow you the scope to focus on the existing digital marketing framework and to explore new approaches to digital strategic planning. Additionally, you will consider the role of the digital consumer and how potential changes in consumer behaviour may impact an organisations approach to digital marketing planning.

Your assignment should address the current research and practice in digital marketing strategic planning. You should use existing frameworks such as RACE, segmentation etc and evaluate their effectiveness giving examples to support your evaluation. Additionally, you should include a critical appraisal of changing consumer behaviour in the digital marketing environment and the impact on digital marketing metrics. Addresses all learning outcomes.

You will undertake ‘formative’ assessments during the module to help you monitor your learning and provide you and us with ongoing feedback on your progress, that helps you prepare for the ‘summative assessment(s) during or at the end of the module.

1. Critically analyse the strengths and weaknesses of contemporary approaches to digital marketing strategic planning.

Knowledge & Understanding, Enquiry.

2. Analyse and assess changing digital consumer behaviour and the digital marketing mix.

Analysis, Problem Solving.

3. Generate innovative approaches that demonstrate the ability to disseminate findings to a professional audience.

Application, Communication.

VLE learning support material to be provided for independent / self-directed learning

LinkedIn Learning

Microsoft Educator Centre

Module handbook

Open Textbook Library

Anderson, S.W. 2015, Content curation: how to avoid information overload, Corwin, Thousand Oaks, CA.

Brown, R., Waddington, S. & Chartered Institute of Public Relations 2013, Share this too: more social media solutions for PR professionals, John Wiley, Chichester.

Schenk, S. & Long, B. 2015, The digital filmmaking handbook, 5th edn, Course Technology Cengage Learning, Boston, Mass.

Gloman, C.B. 2003, No-budget digital filmmaking: how to create professional-looking videos for little or no cash, McGraw-Hill, London; New York;.

Goldstein, T. 2013, Hand Held Hollywood's filmmaking with the iPad and iPhone, Peachpit Press, Berkeley, California.

Marcus, A. 2010, Mobile TV: customizing content and experience; mobile storytelling, creation and sharing, Springer, London

Van Tassel, J.M & Poe-Howfield, L. 2010, Managing electronic media: making, marketing and moving digital content, Focal, Oxford.

With a broad focus, this module is designed to allow you the scope to focus on the existing digital marketing framework and to explore new approaches to digital strategic planning. Additionally, you will consider the role of the digital consumer and how potential changes in consumer behaviour may impact an organisations approach to digital marketing planning.