MM322-Advances in Digital Marketing

Module Provider: Marketing and Reputation
Number of credits: 20 [10 ECTS credits]
Level:6
Terms in which taught: Spring term module
Pre-requisites: MM218 Marketing Essentials or AP2EM5 Digital Marketing or AP1EM2 The Fundamentals of Business and Marketing or MM255 Marketing Management or AP1EM1 Introduction to Marketing
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:

In today's fast-paced business world, having a solid understanding of digital marketing is crucial to achieving success. As more and more consumers turn to online channels to research and make purchasing decisions, it's important for businesses of all sizes to have a strong online presence and effective digital marketing strategies. That's where our advanced digital marketing module comes in!Ìý

In this module, you'll explore the latest digital marketing trends and gain practical experience using a range of skills to consult organisations on the most appropriate digital marketing approaches. From understanding the digital opportunity and digital media for business purposes to creating compelling content and optimising paid search campaigns, you'll learn the tools and techniques that will help you drive results and achieve business goals.Ìý

Through hands-on practice with digital platforms, you'll gain real-world experience implementing marketing strategies that work. Plus, you'll delve into advanced digital tracking, conversion rate optimisation, and AI-enabled technologies to give you a competitive edge in the job market.Ìý

Aims:

This module aims to cement advanced knowledge in digital marketing and its role in achieving marketing and business goals. By the end of the module, students should be able to consult organisations of different sizes on the most appropriate digital marketing approaches by using a range of digital marketing skills. Students will also gain practical experience of digital platforms used to implement marketing strategies in this context.?Ìý

Assessable learning outcomes:

By the end of the module, it is expected that students will be able to:?Ìý

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  Confidently identify key approaches to digital marketing that consider the contextual aspects where an organisation competes.?Ìý

  
  


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  Assess the most appropriate digital marketing tools businesses of different sizes could use, including the development of content marketing strategies in a range of formats, and the advanced usage of marketing automation, SEO, PPC, email and social media marketing, as well as embracing the latest developments in digital marketing.??Ìý

  
  


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  Identify areas of opportunities to optimise existing digital marketing efforts.?Ìý

  
  


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  Manage a data-driven approach to optimising marketing effectiveness through web analytics.??Ìý

  
  

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Additional outcomes:

Outline content:

The module builds on existing knowledge and skills developed from the modules that have been identified as pre-requisites. Some examples of the topics covered include:?Ìý

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  The digital opportunity?Ìý

  
  


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  Digital media for business purposes?Ìý

  
  


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  Digital business models?Ìý

  
  


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  Content creation for business purposes?Ìý

  
  


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  Search Engine Optimisation applications?Ìý

  
  


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  Advanced digital tracking?Ìý

  
  


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  Optimisation of paid search campaigns?Ìý

  
  


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  Conversion rate optimisation?Ìý

  
  


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  Marketing automation and AI-enabled technologies?Ìý

  
  

Brief description of teaching and learning methods:

The module will include lectures, seminars, and engagement with real businesses. Learning methods will include the creation of solutions to complex marketing problems, discussion, and reflection.?Ìý

Contact hours:

Ìý	Autumn	Spring	Summer
Lectures		10
Seminars		3
Tutorials		7
Project Supervision		3
Guided independent study:	Ìý	Ìý	Ìý
Ìý Ìý Wider reading (independent)		52
Ìý Ìý Wider reading (directed)		50
Ìý Ìý Advance preparation for classes		10
Ìý Ìý Preparation for tutorials		7
Ìý Ìý Preparation for seminars		3
Ìý Ìý Carry-out research project		55
Ìý	Ìý	Ìý	Ìý
Total hours by term	0	200	0
Ìý	Ìý	Ìý	Ìý
Total hours for module	200

Summative Assessment Methods:

Method	Percentage
Report	35
Portfolio	65

Summative assessment- Examinations:

Summative assessment- Coursework and in-class tests:

Digital marketing report (Group) – 2,500 words (Week 30)Ìý

Individual portfolio – 8 items + up to 250 words of reflective pieces for each of the items. (Week 34)Ìý

Formative assessment methods:

Presentations during tutorials, and discussions in classes.?Ìý

Penalties for late submission:

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: /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 minimum mark of 40%.?Ìý

Reassessment arrangements:

Individual report – 3,500 wordsÌý

Additional Costs (specified where applicable):

Last updated: 24 April 2023