BMM6073 - Digital Marketing Strategy and Analysis

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 provides you with the tools and experiences for a professional-level understanding of digital marketing. In the module you learn how to apply the appropriate tools for a data-led approach to analyse marketing information and platforms, data and social media and recognise what is actually important for insights and optimisation to provide solutions for marketing decisions. You learn to contribute to business, planning and marketing strategies to recognise and respond quickly to opportunities and customer requirements whilst embracing change. This involves identifying, recognising and understanding internal and external business intelligence and factors that may impact future operations as well as briefing internal or external stakeholders on digital business requirements.

Learning and Teaching Information:

Workshops
Hours: 40
Intended Group Size: 50

Tutorials Hours: 5
Intended Group Size: 1

Guided independent study
Hours: 255

Further details relating to assessment

Project-based Pitch: the pitch is a 10 minute presentation of marketing comminication plan, produced in response to a set brief.

Report: the end assessment is a review of the marketing plan: including design, delivery, and lessons learned.

Assessment:

001 Pitch; 10 minutes; end of semester 1 30%
002 Brief; 3,000 words; end of semester 2 50%
003 Digital skills; 1,000 words; end of semester 2 20%

Fact File

Module Coordinator - Ali Hayder
Level - 6
Credit Value - 30
Pre-Requisites - NONE
Semester(s) Offered - 6YL

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