AD2DIM: Digital Marketing

Module code: AD2DIM

Module provider: School of Agriculture, Policy and Development

Credits: 20

Level: Level 2 (Intermediate)

When you'll be taught: Semester 2

Module convenor: Mr Akbar Karim, email: a.a.karim@reading.ac.uk

Pre-requisite module(s): BEFORE TAKING THIS MODULE YOU MUST TAKE AP1EM1 OR TAKE AP1EM2 OR TAKE AD1FMM OR TAKE PY1APP (Compulsory)

Co-requisite module(s):

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

Module(s) excluded:

Placement information: NA

Academic year: 2024/5

Available to visiting students: Yes

Talis reading list: Yes

Last updated: 27 June 2024

Overview

Module aims and purpose

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.

Module learning outcomes

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

1. Classify and synthesise the micro and macro marketing environment. Students will also demonstrate how the digital marketing mix is deployed as part of the wider marketing strategy
2. Learn the best practice in applying techniques for communicating with customers, building relationships and facilitating electronic commerce using digital marketing channels such as Search Engine Optimisation (SEO), Social Media Marketing (SMM), Pay Per Click (PPC) advertising and online public relations
3. Document and monitor marketing and/or digital marketing skills and will apply essential skills and knowledge for work placements involving websites and online activities

Module content

This module will cover a range of topics relate to digital marketing including:

• Apply digital marketing analysis
• The micro and macro environment
• Digital marketing strategy
• Campaign planning for digital media;
• The Digital marketing mix – tactics and implementation
• Marketing communications integrating digital media channels with offline techniques
• Evaluation and improvement of digital channel performance

Structure

Teaching and learning methods

This module is taught using a range of methods including Interactive lectures, blackboard lecture slides, using learning resources for example videos and further learning resources including Vlogs, blogs and industry websites.

Study hours

At least 40 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: /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.

Reassessment

Additional costs