1. Course Code / C11DK / 2. Course Title / Advances in Digital Marketing / 3. SCQF Level / 11 / 4. Credits / 15
5. School / Management and Languages / 6. Course Coordinator / Dr Kathryn Waite
7. Delivery: Location & Semester / Edin
Sem 2 / SBC
Sem…. / Orkney
Sem……….. / Dubai
Sem….. / IDL
Sem…. / Collaborative Partner
Name…………………….....Sem..…... / Approved Learning Partner
Name …………………………………Sem………..
8. Pre-requisites / None
9. Linked Courses (specify if synoptic) / None
10. Excluded Courses
11. Replacement Courses / 12. Degrees for which this is a core course
13. The course may be delivered to: / UG only / PG only / UG & PG / 14. Available as an Elective? / Yes No
15. Aims
Course aims are to:
§ Develop an awareness of the competitive nature of new media in both a national and international context
§ Encourage students to investigate and understand the impact of digital technology, on a firm’s business strategies and in its marketing operations
§ Assess the challenges and the opportunities of digital technology in both business to business (b2b) and business to consumer (b2c).
§ Evaluate future trends in digital media
§ Develop skills in critical judgement and opinion
16. Syllabus
A range of contemporary issues related to digital marketing will be presented and the syllabus will draw from:
§ Evolution and application of internet and other digital technologies
§ Digital marketing: the micro and macro environment
§ Digital marketing strategy development and implementation
§ User consumption behaviours and habits using new communication technologies
§ Delivering the online consumer experience
§ Evaluation and improvement of digital channel performance
§ Digital Marketing in context: b2c compared to b2b
17. Learning Outcomes (HWU Core Skills: Employability and Professional Career Readiness)
Subject Mastery
/ Understanding, Knowledge and Cognitive Skills
Students should be able to:
· define and explain the digital marketing terms and concepts addressed in this module
· be aware of a range of digital marketing principles and theoretical concepts
· critically evaluate digital marketing programmes
· demonstrate a knowledge of current digital marketing issues and challenges faced by organisations
· understand the issues involved in the implementation and management of digital marketing programmes / Scholarship, Enquiry and Research (Research-Informed Learning)
Students should be able to:
· apply problem-solving skills to the various digital marketing case contexts (i.e. international practice)
· undertake independent research of digital marketing trends
· undertake independent reading and evaluation of a range of academic and practitioner literature both on and offline
/ Industrial, Commercial & Professional Practice
Students should be able to
· demonstrate an awareness of and critical appreciation of digital marketing practice
· generate appropriate solutions to organisational problems / Autonomy, Accountability & Working with Others
Students should be able to
· work effectively as part of a small group
· work effectively and independently
· reflect critically upon their learning progress and identify areas for continued professional development / . Communication, Numeracy & ICT
Students should be able to
· communicate and present ideas effectively by verbal and written means
· be able to use ICT resources to communicate to a professional standard
18. Assessment Methods / 19. Re-assessment Methods
Method / Duration of Exam
(if applicable) / Weighting (%) / Synoptic courses? / Method / Duration of Exam
(if applicable) / Diet(s)
Coursework / 50 / None / Examination / 3 Hours / Resit
Examination / 3 Hours / 50 / None
20. Date and Version
Date of Proposal / 5th December 2011 / Date of Approval by School Committee / Date of Implementation / September 2012 / Version Number / 2.0
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