BMM6623 - Digital Marketing Campaign Production and Analytics

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:

This module takes the students from ideation to production-planning of a digital campaign. Working closely with a real client, students will plan and produce campaign documentation, including posting schedule, event calendar, risk assessment, content and engagement plans and example assets, media and/or storyboards.

Students will learn key elements of project, media and risk management in digital and integrated marketing, storytelling through transmedia, audience building, crowdsourcing (e.g. user generated content prompts) and influencer outreach. They will understand and navigate the complexities of dealing with multi-faceted teams and outputs, to produce a digital marketing campaign that meets brand guidelines and business KPIs whilst serving the brand community.

Students will revisit, improve and apply their knowledge of budgets, resource planning, globalisation and localisation around shared cultural values to understand the facets of digital marketing campaigns. We will share case-studies as well as breakdowns of recent and current campaigns from industry insiders.

Students will be equipped with a conceptual and practical understanding of digital analytics. We will explore and critically analyse various digital platforms and technologies such as search engines (SEO), social media, web analytics, e-commerce platforms and third-party tools to gather and interpret relevant data. Students will develop skills to extract meaningful insights from vast datasets.

Learning and Teaching Information:

Delivery of this module is supported by the use of “pre”, “live” and “post” teaching session activities, which students will find outlined week by week on the module delivery schedule in the Module Handbook.

Students will make use of industry standard analytics tools to perform data analysis and make recommendations. These tools may include Hubspot, Hootsuite, and Semrush through educational partnerships. (NB These could change as the digital marketing environment and licensing changes).

The workshops will follow on from the lectures each week, enabling students to put into practice the theory covered, with weekly tasks in groups or as individuals to consolidate learning and contribute towards the project documentation. We will use Moodle, Teams and other digital platforms in an online community of practice.

It is our intention to involve employers in order to include live briefs and co-production of digital marketing solutions to respond to business and organisational needs. We will also bring in external speakers and involve students in CIM webinars to get the latest in digital marketing practice.

Lectures
Hours: 20
Intended Group Size: Cohort

Workshops
Hours: 20

Guided independent study
Hours: 260

Further Details Relating to Assessment
Students will have the opportunity for formative feedback in class and online through Moodle and Teams.

The first summative assessment is a group pitch of a digital marketing campaign idea which will be initiated in class.

For the second assessment, the students can work alone or in groups, negotiating with the tutor the scope and complexity of the project, commensurate with the group size. Projects and clients can be brought in by the students, created within LTU, or arranged by the tutor.

Full details are contained within the Module Handbook.

Assessment:

Fact File

Module Coordinator - PRS_CODE=
Level - 6
Credit Value - 30
Pre-Requisites - N/A
Semester(s) Offered -

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