MNM3DIGM-Digital Marketing

Module Provider: Marketing and Reputation
Number of credits: 10 [5 ECTS credits]
Level:7
Terms in which taught: Autumn / Spring / Summer 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 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.

Contact hours:

	Autumn	Spring	Summer
Guided independent study:
Wider reading (directed)	75
Carry-out research project	20
Reflection	5
Total hours by term	100	0	0
Total hours for module	100

Summative Assessment Methods:

Method	Percentage
Written assignment including essay	100

Summative assessment- Examinations:

Summative assessment- Coursework and in-class tests:

One 3,500 words report

Formative assessment methods:

Penalties for late submission:

The below information applies to students on taught programmes except those on Postgraduate Flexible programmes. Penalties for late submission, and the associated procedures, which apply to Postgraduate Flexible programmes are specified in the policy 'Penalties for late submission for Postgraduate Flexible programmes', which can be found here: https://www.reading.ac.uk/cqsd/-/media/project/functions/cqsd/documents/cqsd-old-site-documents/penaltiesforlatesubmissionpgflexible.pdf
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 50%

Reassessment arrangements:

Reassessment by 100% assignment (capped at 50%); deadline to be advised by the Examinations Manager following the relevant Programme Examiners’ Meeting. 

 

Additional Costs (specified where applicable):

Last updated: 4 April 2023