MNM3G020-Digital Marketing

Module Provider: Marketing and Reputation
Number of credits: 10 [5 ECTS credits]
Level:NA
Terms in which taught: Autumn / Spring / Summer module
Pre-requisites:
Non-modular pre-requisites:
Co-requisites:
Modules excluded:
Current from: 2021/2

Module Convenor: Dr Mike Molesworth
Email: m.r.molesworth@henley.ac.uk

Type of module:

Summary module description:

The growth of internet technology has created significant new opportunities for organisations to reach and build relationships with customers. At the same time, many firms struggle with making a successful transition from offline to online marketing. This module provides knowledge of the key tools required to implement a successful digital marketing strategy.

Aims:

This module aims to introduce students to digital marketing and the increasingly important role of technology in both marketing practice and society. By the end of the module students should be able to apply a range of skills to implement digital marketing approaches and understand the key strategic drivers behind the growth of the digital economy.

Assessable learning outcomes:

By the end of the module it is expected that the student will be able to:

1. Identify key approaches to digital marketing strategy. 

2. Explain the technological and social changes underlying the growth of the digital economy.

Additional outcomes:

Whilst students may already have some knowledge of digital platforms such as Facebook, or Twitter this module provides students with the ability to understand and explain digital marketing in its business context.

Outline content:

A detailed Study Guide captures the key content of this module

Brief description of teaching and learning methods:

This is a self-study, online elective.

Summative assessment- Examinations:

Summative assessment- Coursework and in-class tests:

The assessment consists of an individual written assignment of approximately 3,500 words

Formative assessment methods:

Penalties for late submission:

These are in accordance with the programme specification.

Assessment requirements for a pass:

The pass mark for the individual assignment is 50%

Reassessment arrangements:

Reassessment by 100% assignment (capped at 50%); to be submitted within 6 weeks of notification of module failure, date dependent on cohort entry and to be advised by the Programme Administrator.

Additional Costs (specified where applicable):

Last updated: 20 May 2021