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AP2EM4-Digital Marketing
Module Provider: School of Agriculture, Policy and Development
Number of credits: 10 [5 ECTS credits]
Level:5
Terms in which taught: Spring term module
Pre-requisites:
Non-modular pre-requisites:
Co-requisites:
Modules excluded:
Current from: 2019/0
Email: n.walker@reading.ac.uk
Type of module:
Summary module description:
The key objective of this module is to provide students with comprehensive, practical guidance on how companies can get the most out of the web to meet their marketing goals. The analysis of the internet environment will help to understand how internet marketing is used by companies and organisations to achieve a competitive advantage in exploring the role and place for Digital Marketing within the traditional marketing framework. Emerging models for developing marketing strategies will be presented taking into account the different elements of the marketing mix and tactics to build and to sustain ‘one-to-one’ relationships with customers. Techniques for communicating with customers, building relationships and facilitating electronic commerce will be presented.
Aims:
The key objective of this module is to provide students with comprehensive, practical guidance on how companies can get the most out of the web to meet their marketing goals. The analysis of the internet environment will help to understand how internet marketing is used by companies and organisations to achieve a competitive advantage in exploring the role and place for Digital Marketing within the traditional marketing framework. Emerging models for developing marketing strategies will be presented taking into account the different elements of the marketing mix and tactics to build and to sustain ‘one-to-one’ relationships with customers. Techniques for communicating with customers, building relationships and facilitating electronic commerce will be presented.
Assessable learning outcomes:
Students will be able to identify the relationship between Internet marketing and, digital marketing, and to recognise and describe the micro and macro Digital Marketing environment. Students will also appreciate the approaches used by companies to integrate the Internet into their marketing strategy and to vary the different elements of the online marketing mix environment.Ìý
Students will learn best practice in applying techniques for communicating with customers, building relationships and facilitating electronic commerce using digital media channels such as affiliate marketing, Pay Per Click (PPC) adverting, online public relations and Search Engine Marketing (SEM).Ìý
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
Please note, the above outline may be subject to change.
Brief description of teaching and learning methods:
The module will consist of a series of eight two-hour lectures and group work presentation and debates on specific consumer policy issues. Students will be expected to undertake preparatory research, to work in groups and participate in the discussions.
Ìý | Autumn | Spring | Summer |
Lectures | 20 | ||
Guided independent study: | 80 | ||
Ìý | Ìý | Ìý | Ìý |
Total hours by term | 100 | ||
Ìý | Ìý | Ìý | Ìý |
Total hours for module | 100 |
Method | Percentage |
Written assignment including essay | 30 |
Oral assessment and presentation | 20 |
Class test administered by School | 50 |
Summative assessment- Examinations:
Summative assessment- Coursework and in-class tests:
1 Assignment including a group presentation element (50%); 1 Test (50%).Ìý
Formative assessment methods:
Penalties for late submission:
The Module Convener will apply the following penalties for work submitted late:
The University policy statement on penalties for late submission can be found at:
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: 8 April 2019
THE INFORMATION CONTAINED IN THIS MODULE DESCRIPTION DOES NOT FORM ANY PART OF A STUDENT'S CONTRACT.