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Module Descriptors

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Session: 2022/23

Last modified: 28/03/2022 15:59:56

Title of Module: Digital Marketing

Code: LNDN09004 SCQF Level: 9
(Scottish Credit and Qualifications Framework)		 Credit Points: 20 ECTS: 10
(European Credit Transfer Scheme)
School:School of Business & Creative Industries
Module Co-ordinator:TBC  TBC

Summary of Module

Digital Marketing is the promotion of businesses using websites and associated marketing tools and is an integral part of any business wishing to capitalise on its most valuable asset, i.e. new and existing customers.

Web content and social media tools are powerful ways to inform and engage with current customers / clients, on a B2B  / B2C capacity - but what about the potential target audience and people who are unaware of a business?

It is evident that search engine optimisation and search engine marketing should be a major component of any digital marketing strategy. But there is more to Digital Marketing than just SEO, other topics include pay per click campaign management, social media management (Facebook, Twitter, Pinterest etc), online metrics analysis, content management, customer insight management, copywriting and digital branding.

The need for co-ordination of digital activities, syndicating content to build brand identity, managing content to support other marketing activities such as product development, effective segmentation, channel assistance and effective communication, co-ordination all of this activity strategically in order to optimise the digital presence for the firm.

In today's marketplace the possession of these digital marketing skills is a sought-after commodity by employers and is an essential skill for the modern marketing student


Module Delivery Method
Face-To-FaceBlendedFully OnlineHybridCHybridOWork-based Learning
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Face-To-Face
Term used to describe the traditional classroom environment where the students and the lecturer meet synchronously in the same room for the whole provision.

Blended
A mode of delivery of a module or a programme that involves online and face-to-face delivery of learning, teaching and assessment activities, student support and feedback. A programme may be considered “blended” if it includes a combination of face-to-face, online and blended modules. If an online programme has any compulsory face-to-face and campus elements it must be described as blended with clearly articulated delivery information to manage student expectations

Fully Online
Instruction that is solely delivered by web-based or internet-based technologies. This term is used to describe the previously used terms distance learning and e learning.

HybridC
Online with mandatory face-to-face learning on Campus

HybridO
Online with optional face-to-face learning on Campus

Work-based Learning
Learning activities where the main location for the learning experience is in the workplace.


Campus(es) for Module Delivery
The module will normally be offered on the following campuses / or by Distance/Online Learning: (Provided viable student numbers permit)
Paisley:Ayr:Dumfries:Lanarkshire:London:Distance/Online Learning:Other:

 

 

 

 

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Term(s) for Module Delivery
(Provided viable student numbers permit).
Term 1check markTerm 2check markTerm 3check mark

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Learning Outcomes: (maximum of 5 statements)

On successful completion of this module the student will be able to:

L1. Identify, examine and analyse the impact of digital marketing on the modern business

L2. Developing, planning, synthesising and implementing digital approaches to marketing

L3. Analysis and communication of the practical output of digital marketing approaches

Employability Skills and Personal Development Planning (PDP) Skills
SCQF Headings During completion of this module, there will be an opportunity to achieve core skills in:
Knowledge and Understanding (K and U) SCQF Level 9.

Demonstrating a critical understanding of the key theoretical concepts within the marketing discipline
Demonstrating comprehension of the scope and nature of integrated marketing techniques

Practice: Applied Knowledge and Understanding SCQF Level 9.

Making use of key practical techniques and skills relating to the organization of marketing management
Making use of investigative enquiry into the application of integrated marketing management tools

Generic Cognitive skills SCQF Level 9.

Demonstrating analysis of conceptual material within marketing
Investigating and synthesising academic and applied research material relating to the marketing discipline

Communication, ICT and Numeracy Skills SCQF Level 9.

Demonstrating fluency in oral and written communication
Making use of electronic data to aid investigation
Analysing and reporting on industry data

Autonomy, Accountability and Working with others SCQF Level 9.

Demonstrating the ability to work within peer teams
Demonstrating the ability to undertake research independently

Pre-requisites: Before undertaking this module the student should have undertaken the following:
Module Code:
Module Title:
Other:
Co-requisitesModule Code:
Module Title:

* Indicates that module descriptor is not published.

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Learning and Teaching
In line with UWS’ Curriculum Framework, providing a flexible and hybrid, student-centred and inclusive approach to learning and teaching, the module has been designed around the delivery of engaging, activity- and discussion-based workshops, nurtured by meaningful online content, including short videos, reading materials, quizzes, etc. This approach creates more flexibility for students, while also enhancing deeper learning through engagement with peers and teaching staff, both online and in the classroom. This is further supported by the assessment approach adopted, enabling students to develop both academic and employability-focused knowledge and skills within international business — all aligned to the overarching purpose and aims of the programme.
Learning Activities
During completion of this module, the learning activities undertaken to achieve the module learning outcomes are stated below: 		Student Learning Hours
(Normally totalling 200 hours):
(Note: Learning hours include both contact hours and hours spent on other learning activities)
Lecture/Core Content Delivery36
Independent Study164
200 Hours Total

**Indicative Resources: (eg. Core text, journals, internet access)

The following materials form essential underpinning for the module content and ultimately for the learning outcomes:

Chaffey, D & Ellis-Chadwick, F, (2016) Digital Marketing: Strategy, Implementation and Practice, 6/e, Pearson

Details of further resources, including textbooks, journals and online resources will be identified at the beginning of each delivery in the module handbook and made available via VLE

(**N.B. Although reading lists should include current publications, students are advised (particularly for material marked with an asterisk*) to wait until the start of session for confirmation of the most up-to-date material)

Engagement Requirements

In line with the Academic Engagement Procedure, Students are defined as academically engaged if they are regularly engaged with timetabled teaching sessions, course-related learning resources including those in the Library and on the relevant learning platform, and complete assessments and submit these on time. Please refer to the Academic Engagement Procedure at the following link: Academic engagement procedure

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Supplemental Information

Programme BoardMarketing, Innovation, Tourism & Events
Assessment Results (Pass/Fail) No
Subject PanelMarketing, Innovation, Tourism & Events
ModeratorTBC
External ExaminerTBC
Accreditation Details
Version Number

1

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Assessment: (also refer to Assessment Outcomes Grids below)
Groupwork report on digital marketing (40%)
Practical application, development of online tools and analysis (60%)
(N.B. (i) Assessment Outcomes Grids for the module (one for each component) can be found below which clearly demonstrate how the learning outcomes of the module will be assessed.
(ii) An indicative schedule listing approximate times within the academic calendar when assessment is likely to feature will be provided within the Student Handbook.)

Assessment Outcome Grids (Footnote A.)

Component 1
Assessment Type (Footnote B.) Learning Outcome (1) Learning Outcome (2) Learning Outcome (3) Weighting (%) of Assessment ElementTimetabled Contact Hours
Portfolio of written workcheck mark  400

Component 2
Assessment Type (Footnote B.) Learning Outcome (1) Learning Outcome (2) Learning Outcome (3) Weighting (%) of Assessment ElementTimetabled Contact Hours
Portfolio of written work check markcheck mark600
Combined Total For All Components100% 0 hours

Footnotes
A. Referred to within Assessment Section above
B. Identified in the Learning Outcome Section above

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Note(s):
  1. More than one assessment method can be used to assess individual learning outcomes.
  2. Schools are responsible for determining student contact hours. Please refer to University Policy on contact hours (extract contained within section 10 of the Module Descriptor guidance note).
    This will normally be variable across Schools, dependent on Programmes &/or Professional requirements.

Equality and Diversity

UWS Equality and Diversity Policy
(N.B. Every effort will be made by the University to accommodate any equality and diversity issues brought to the attention of the School)

2014 University of the West of Scotland

University of the West of Scotland is a Registered Scottish Charity.

Charity number SC002520.

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