MM322: Advances in Digital Marketing

Module code: MM322

Module provider: Marketing and Reputation; Henley Business School

Credits: 20

Level: 6

When you'll be taught: Semester 2

Module convenor: Dr Rodrigo Perez Vega, email: r.perezvega@henley.ac.uk

Pre-requisite module(s): BEFORE TAKING THIS MODULE YOU MUST TAKE MM218 OR TAKE MM255 OR TAKE AP2SB3 OR TAKE AD2AMM (Compulsory)

Co-requisite module(s):

Pre-requisite or Co-requisite module(s): BEFORE OR WHILE TAKING THIS MODULE YOU MUST TAKE AP2EM5 OR TAKE MM391 (Compulsory)

Module(s) excluded:

Placement information: NA

Academic year: 2024/5

Available to visiting students: Yes

Talis reading list: Yes

Last updated: 19 November 2024

Overview

Module aims and purpose

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.

Module learning outcomes

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

1. Confidently identify key approaches to digital marketing that consider the contextual aspects where an organisation competes.
2. 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.
3. Identify areas of opportunities to optimise existing digital marketing efforts.
4. Manage a data-driven approach to optimising marketing effectiveness through web analytics.

Module 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:

• The digital opportunity 
• Digital media for business purposes 
• Digital business models 
• Content creation for business purposes 
• Search Engine Optimisation applications 
• Advanced digital tracking 
• Optimisation of paid search campaigns 
• Conversion rate optimisation 
• Marketing automation and AI-enabled technologies

Structure

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.

Study hours

At least 20 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.

Presentations during tutorials, and discussions in classes.

Reassessment

Additional costs