AP2EM5-Digital Marketing

Module Provider: School of Agriculture, Policy and Development
Number of credits: 20 [10 ECTS credits]
Level:5
Terms in which taught: Spring term module
Pre-requisites:
Non-modular pre-requisites:
Co-requisites:
Modules excluded:
Current from: 2023/4

Module Convenor: Dr Rodrigo Perez Vega
Email: r.perezvega@henley.ac.uk

Type of module:

Summary module description:

The growth of the internet has created new opportunities for organisations to reach and build relationships with their customers. At the same time, many firms struggle with making a successful transition from offline to online marketing. This module provides students with the key tools required to implement a successful digital marketing strategy. This includes understanding search engines, social media, content marketing and the analysis of web analytics data. Students will also build an understanding of the wider social and public policy issues that use of internet technology, including questions of regulation, privacy and use of customer data.

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. Students will also gain practical experience of digital platforms used to implement marketing strategies in this context.

Assessable learning outcomes:

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

• Identify key approaches to digital marketing.


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


• Plan a digital marketing campaign using content marketing strategies, SEO, PPC, email and social media advertising, embracing the latest developments in digital marketing.


• Apply a data-driven approach to optimising marketing effectiveness through web analytics.


• Understand the implications from digital marketing for marketing strategy, multi-channel management and the creation of integrated marketing communications programmes.


• Assess the ethical and legal issues in collecting, storing and analysing customer data. 

Additional outcomes:

Students will develop skills and essential techniques for work placements involving websites and online activities, and for managers dealing with suppliers such as design agencies.

Outline content:

• The micro and macro Internet environment


• Digital marketing strategy


• Campaign planning for digital media


• The Digital marketing mix – tactics and implementation


• Marketing communications using digital media channels


• Evaluation and improvement of digital channel performance

Global context:

Digital marketing best practice drawn from international contexts.

Brief description of teaching and learning methods:

Interactive lectures, blackboard lecture slides, learning resources: videos and further learning resources including Vloggs, bloggs and industry websites (this is likely to change from term to term).

Contact hours:

	Autumn	Spring	Summer
Lectures		20
Tutorials		7
Guided independent study:
Wider reading (independent)		61
Wider reading (directed)		50
Other		12
Preparation for seminars		7
Group study tasks		43
Total hours by term	0	200	0
Total hours for module	200

Summative Assessment Methods:

Method	Percentage
Report	40
Project output other than dissertation	60

Summative assessment- Examinations:

Summative assessment- Coursework and in-class tests:

• Individual Project output (other than dissertation) (60%)


• Group report (40%)

Formative assessment methods:

Penalties for late submission:

The Support Centres will apply the following penalties for work submitted late:

• where the piece of work is submitted after the original deadline (or any formally agreed extension to the deadline): 10% of the total marks available for that piece of work will be deducted from the mark for each working day (or part thereof) following the deadline up to a total of five working days;
• where the piece of work is submitted more than five working days after the original deadline (or any formally agreed extension to the deadline): a mark of zero will be recorded.

The University policy statement on penalties for late submission can be found at: https://www.reading.ac.uk/cqsd/-/media/project/functions/cqsd/documents/cqsd-old-site-documents/penaltiesforlatesubmission.pdf
You are strongly advised to ensure that coursework is submitted by the relevant deadline. You should note that it is advisable to submit work in an unfinished state rather than to fail to submit any work.

Assessment requirements for a pass:

A mark of 40% overall.

Reassessment arrangements:

A submission of a new assignment.

Additional Costs (specified where applicable):

1) Required text books: 

2) Specialist equipment or materials: 

3) Specialist clothing, footwear or headgear: 

4) Printing and binding: 

5) Computers and devices with a particular specification: 

6) Travel, accommodation and subsistence: 

Last updated: 11 May 2023