MNM3DIGM: Digital Marketing
Module code: MNM3DIGM
Module provider: Marketing and Reputation; Henley Business School
Credits: 10
Level: Postgraduate Masters Stage 3
When you'll be taught: Full year
Module convenor: Dr Rodrigo Perez Vega, email: r.perezvega@henley.ac.uk
Pre-requisite module(s):
Co-requisite module(s):
Pre-requisite or Co-requisite module(s):
Module(s) excluded:
Placement information: No placement specified
Academic year: 2024/5
Available to visiting students:
Talis reading list:
Last updated: 28 May 2024
Overview
Module aims and purpose
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.
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.
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 strategy.
2. Explain the technological and social changes underlying the growth of the digital economy.
Module content
A detailed Study Guide captures the key content of this module.
Structure
Teaching and learning methods
This is a self-study, online elective.
The primary learning transmission will be through self-study. Participants will receive learning materials online, which will consist of a study guide and a practice application document. An assignment brief will also be provided.
The contact hours are shown for one semester in the table below for illustrative purposes only. The actual timing will vary depending on your cohort start date.
Study hours
At least 95 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.
Scheduled teaching and learning activities | Semester 1 | Semester 2 | Summer |
---|---|---|---|
Lectures | |||
Seminars | |||
Tutorials | |||
Project Supervision | |||
Demonstrations | |||
Practical classes and workshops | |||
Supervised time in studio / workshop | |||
Scheduled revision sessions | |||
Feedback meetings with staff | |||
Fieldwork | |||
External visits | |||
Work-based learning | |||
Self-scheduled teaching and learning activities | Semester 1 | Semester 2 | Summer |
---|---|---|---|
Directed viewing of video materials/screencasts | 55 | ||
Participation in discussion boards/other discussions | |||
Feedback meetings with staff | |||
Other | 20 | ||
Other (details) | 5 Reflection | ||
Placement and study abroad | Semester 1 | Semester 2 | Summer |
---|---|---|---|
Placement | |||
Study abroad | |||
Independent study hours | Semester 1 | Semester 2 | Summer |
---|---|---|---|
Independent study hours | 20 |
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
50% pass mark - “Students need to achieve an overall module mark of 50% to pass this module.”
Summative assessment
Type of assessment | Detail of assessment | % contribution towards module mark | Size of assessment | Submission date | Additional information |
---|---|---|---|---|---|
Written coursework assignment | Written Report | 100 | 3500 | Submission deadlines are provided in your cohort schedule and can be found on Canvas |
Penalties for late submission of summative assessment
This module is subject to the Penalties for late submission for Postgraduate Flexible programmes policy, which can be found at:
The Module Convenor will apply the following penalties to work submitted late:
- where the piece of work is submitted up to one calendar month 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;
- where the piece of work is submitted more than one calendar month after the original deadline (or any formally agreed extension to the deadline): a mark of zero will be recorded.
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.
Reassessment
Type of reassessment | Detail of reassessment | % contribution towards module mark | Size of reassessment | Submission date | Additional information |
---|---|---|---|---|---|
Written coursework assignment | Written report | 100 | 3500 words | Date is dependent on cohort entry and to be advised by the Programme Administrator |
Additional costs
Item | Additional information | Cost |
---|---|---|
Computers and devices with a particular specification | ||
Printing and binding | ||
Required textbooks | ||
Specialist clothing, footwear, or headgear | ||
Specialist equipment or materials | ||
Travel, accommodation, and subsistence |
THE INFORMATION CONTAINED IN THIS MODULE DESCRIPTION DOES NOT FORM ANY PART OF A STUDENT'S CONTRACT.