Programme/Approved Electives for 2023/24
Available as a Free Standing Elective
MAN-20085 - Digital and Marketing Communications
This module deals with the practical implication of digital marketing. This is carried out through incorporating a range of case study examples from industry in order to offer a perspective of how marketing theory is applied in business contexts. Within this module you will critique contemporary case studies in digital and direct marketing, be involved in online interactive learning methods and actively involved with social media. The course material lays the foundations for students to take further independent learning to earn an additional certificate in Digital Marketing from the Institute of Direct Marketing.
Talis Aspire Reading ListAny reading lists will be provided by the start of the course.http://lists.lib.keele.ac.uk/modules/man-30067/lists
The module aims to provide examples of the practical application of digital and direct marketing. It builds upon the student┐s ability to critically analyse, plan and evaluate a programme of digital marketing from their second year module of Digital and Marketing Communications. Students will be encouraged to enhance their understanding of social media tools to engage in their learning. Through engaging with social media students will be encouraged to assess the impact of professional digital strategies that have been discussed by several key speakers on the module. These key speakers will be industry experts from a range of industries.
Intended Learning Outcomes
implement the theory of digital and direct marketing and be able to apply it in practice: 1evaluate different digital marketing tools and activities used within marketing campaigns: 1critique the role of digital marketing in the online value propositions: 1
Lectures 11 hoursSeminars/Tutorials: 11 hoursLecture/seminar prep: 22 hoursAssignment preparation: 55 hoursPrivate study: 51 hours
1: Report weighted 100%
Description of Module Assessment
Individual project based consultancy reportThis will be a 4000 word report on a digital case study. This will be an individual assessment. The case study builds upon the practical application of digital and direct marketing.