MM391: Digital Marketing

Module code: MM391

Module provider: Marketing and Reputation; Henley Business School

Credits: 20

Level: Level 3 (Honours)

When you'll be taught: Semester 1

Module convenor: Dr Rodrigo Perez Vega, email: r.perezvega@henley.ac.uk

Pre-requisite module(s): BEFORE TAKING THIS MODULE YOU MUST TAKE MM218 OR TAKE MM255 (Compulsory)

Co-requisite module(s):

Pre-requisite or Co-requisite module(s):

Module(s) excluded: IN TAKING THIS MODULE YOU CANNOT TAKE AP2EM5 (Compulsory)

Placement information: na

Academic year: 2024/5

Available to visiting students: Yes

Talis reading list: Yes

Last updated: 28 May 2024

Overview

Module aims and purpose

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.

The module lead at the University of Reading Malaysia is Dr Mandy Mok.

Module 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.
2. Explain the technological and social changes underlying the growth of the digital economy.
3. Plan a digital marketing campaign using content marketing strategies, SEO, PPC, email and social media advertising, embracing the latest developments in digital marketing.
4. Apply a data-driven approach to optimising marketing effectiveness through web analytics.
5. Understand the implications from digital marketing for marketing strategy, multi-channel management and the creation of integrated marketing communications programmes.
6. Assess the ethical and legal issues in collecting, storing and analysing customer data.

Module content

This module is built around two themes. The first centres on the commercial and social context in which digital marketing takes place. This includes the practical issues faced by marketers incorporating the digital environment within their target market strategies, the management of trust/mistrust amongst consumers, along with the pervasive nature of negative communication now enabled online. The second theme gives students knowledge of the key techniques and processes required to implement digital marketing strategy. This includes search engine marketing, analytics, mobile marketing and the use of social media for marketing purposes.

Structure

Teaching and learning methods

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.

This module is delivered at University of Reading and University of Reading Malaysia.

This module may be taught in a different Semester if you are studying at our campus in Malaysia.

For students studying at our campus in Malaysia: This module may be taught in a different semester and the breakdown of study hours may differ to those set out in the Study Hours table (please refer to the Module Handbook for the correct breakdown). In addition, you will be required to complete an additional 40 hours of independent study, taking the total number of study hours to 240 for this module. This is to comply with the Malaysian Quality Agency (MQA).

Study hours

At least 25 hours of scheduled teaching and learning activities will be delivered in person, with the remaining hours for scheduled and self-scheduled teaching and learning activities delivered either in person or online. You will receive further details about how these hours will be delivered before the start of the module.

Please note the independent study hours above are notional numbers of hours; each student will approach studying in different ways. We would advise you to reflect on your learning and the number of hours you are allocating to these tasks.

Semester 1 The hours in this column may include hours during the Christmas holiday period.

Semester 2 The hours in this column may include hours during the Easter holiday period.

Summer The hours in this column will take place during the summer holidays and may be at the start and/or end of the module.

Assessment

Requirements for a pass

Students need to achieve an overall module mark of 40% to pass this module.

Summative assessment

Penalties for late submission of summative assessment

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

Assessments with numerical marks

• 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 three working days;
• the mark awarded due to the imposition of the penalty shall not fall below the threshold pass mark, namely 40% in the case of modules at Levels 4-6 (i.e. undergraduate modules for Parts 1-3) and 50% in the case of Level 7 modules offered as part of an Integrated Masters or taught postgraduate degree programme;
• where the piece of work is awarded a mark below the threshold pass mark prior to any penalty being imposed, and is submitted up to three working days after the original deadline (or any formally agreed extension to the deadline), no penalty shall be imposed;
• where the piece of work is submitted more than three working days after the original deadline (or any formally agreed extension to the deadline): a mark of zero will be recorded.

Assessments marked Pass/Fail

• where the piece of work is submitted within three working days of the deadline (or any formally agreed extension of the deadline): no penalty will be applied;
• where the piece of work is submitted more than three working days after the original deadline (or any formally agreed extension of the deadline): a grade of Fail will be awarded.

The University policy statement on penalties for late submission can be found at: https://www.reading.ac.uk/cqsd/-/media/project/functions/cqsd/documents/qap/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.

Formative assessment

Formative assessment is any task or activity which creates feedback (or feedforward) for you about your learning, but which does not contribute towards your overall module mark.

Verbal feedback will be given during the lectures and seminars to help students progress with presentations and written work.

Reassessment

Additional costs