The main aim of this module is to develop a Strategic Digital Marketing proposal with an external organisation which will give you a solid basis for your 60 CATS work placement at the end of the course. This module will require you to implement the skills and knowledge from all of the other modules you have studied so far on the course and to implement the theory being taught on the parallel module ‘Contemporary Digital Marketing Strategy’. Content will include project management, guidance for working in organisations, contemporary trends, career guidance and reflection practice.

1. Oral presentations are a key skill in the digital marketing industry. The first oral presentation will be formative and peer feedback will be used. The second oral presentation will be summative and will build on the feedback of the first oral presentation (LO1 – LO2)

2. The project proforma will provide key evidence including baseline data of existing marketing, competitors, analytics, best practice in the sector, proposed objectives and proposed sustainability of the work-based project placement (LO1 – LO3)

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.

Oral presentations online with peer review feedback will be used.

1. Develop a Strategic Digital Marketing proposal with a named organisation, which includes professional, legal, technical and other aspects and obtain authorisation from the academic supervisor and the organisation for a work-based placement.

Knowledge and understanding, Application.

2. Demonstrate a comprehensive understanding and critical evaluation of methodologies and techniques applicable to digital marketing.

Enquiry, Problem solving.

3. Demonstrate the qualities and transferable skills necessary for employment requiring the exercise of initiative and personal responsibility self-direction and originality in tackling and solving problems and act autonomously in planning and implementing tasks at a professional or equivalent level.

Problem solving and Reflection.

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

LinkedIn Learning

Microsoft Educator Centre – free accreditation of MS office software

Module handbook

Open Textbook Library

Course Digital Marketing Facebook group

https://libguides.staffs.ac.uk/businessandmarketing Guide to business and marketing resources

https://www.prolificnorth.co.uk/ Very useful media and marketing website focussed on the North

https://www.digitalcityfestival.com/ Every year in semester 2 Digital City Festival happens online and across Manchester

Barker S and Cole R (2012) Project management 3rd ed Harlow Pearson

Chaffey D and Ellis Chadwick F (2019) Digital marketing: Strategy, Implementation and Practice. 7th Edition Harlow Pearson

Disney, D. (2021)¿The ultimate LinkedIn sales guide: how to use digital and social selling to turn LinkedIn into a lead, sales and revenue generating machine. West Sussex, England: Wiley.

Estes J and MacMillan A (2022)¿User Tested. Wiley.

Eves, D. (2021)¿The YouTube Formula: How Anyone Can Unlock the Algorithm to Drive Views, Build an Audience, and Grow Revenue. Wiley-Blackwell.

Quick, D. and Kelly, B. (2022)¿The Customer Education Playbook: How Leading Companies Engage, Convert, and Retain Customers.¿Newark: John Wiley & Sons, Incorporated.

This module is dedicated to you developing a Strategic Digital Marketing proposal with an external organisation which will give you a solid basis for your 60 CATS work placement at the end of the course. Oral presentations and a proforma will be used to develop your proposal through the module using an iterative process.