BMM5073 - Digital Marketing Communications

Objectives:

Assessment tasks are designed to enable students to demonstrate the Learning and Employability outcomes for the relevant level of study. Level Learning Outcomes are embedded in the assessment task(s) at that level. This enables a more integrated view of overall student performance at each level.

Content:

The module will provide the underpinning for an understanding of digital marketing communications. The module shows how to manage, plan, specify, lead and report on digital marketing projects, engaging communities through Email Marketing and Social Media to stimulate and encourage communication. You will learn how to manage and optimise key channels and content within a digital marketing plan and learn how to apply the appropriate E-commerce strategies and models available to manage interfaces and the supply network of the organisation and customer. The assessment tests your ability to observe accurately, record and draw conclusions from all types of statistical analysis of campaign performance, recognising inherent uncertainties and limitations with financial and budgetary requirements to demonstrate Return on Investment (ROI).

Learning and Teaching Information:

Workshops
Hours: 40
Intended Group Size: Cohort or variable-size groups

Tutorials
Hours: 5
Intended Group Size: Small groups or individuals

Guided independent study
Hours: 255

Further details relating to assessment

Pitch: the pitch is a 10 minute presentation of a digital marketing communication plan to potential clients, produced in response to a B2C (Business to Customer) set brief.

Campaign Portfolio: the final assessment is to create a campaign consisting of materials for the campaign and a marketing plan including timeline. The plan will include the justification for up to three channels, one of which must be email, and the campaign will include the wording of emails and campaign elements across different channels.

It is intended that the pitch be for the campaign.

Assessment:

001 Presentation; 2,000 words; mid semester 2 35%
002 Portfolio; 4,000 words equivalent; end of semester 2 65%

Fact File

Module Coordinator - Liz Cable
Level - 5
Credit Value - 30
Pre-Requisites - NONE
Semester(s) Offered - 5S2

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