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MAN-30067 - Module Specification
Keele Business School
Faculty of Humanities and Social Sciences

For academic year: 2022/23 Last Updated: 19 January 2023

MAN-30067 - Digital Marketing in Practice
Coordinator:
Lecture Time: See Timetable...
Level: Level 6
Credits: 15
Study Hours: 150
School Office: 01782 733094

Programme/Approved Electives for 2022/23

None

Available as a Free Standing Elective

Yes

Co-requisites

None

Prerequisites

MAN-20085 - Digital and Marketing Communications



Barred Combinations

None

Description for 2022/23

This module deals with the practical implication of digital marketing. This is carried out through incorporating a range of case study examples from industry in order to offer a perspective of how marketing theory is applied in business contexts. Within this module you will critique contemporary case studies in digital and direct marketing, be involved in online interactive learning methods and actively involved with social media. The course material lays the foundations for students to take further independent learning to earn an additional certificate in Digital Marketing from the Institute of Direct Marketing.

Aims
The module aims to provide examples of the practical application of digital and direct marketing. It builds upon the student¿s ability to critically analyse, plan and evaluate a programme of digital marketing from their second year module of Digital and Marketing Communications. Students will be encouraged to enhance their understanding of social media tools to engage in their learning. Through engaging with social media students will be encouraged to assess the impact of professional digital strategies that have been discussed by several key speakers on the module. These key speakers will be industry experts from a range of industries.

Talis Aspire Reading List
Any reading lists will be provided by the start of the course.
http://lists.lib.keele.ac.uk/modules/man-30067/lists

Intended Learning Outcomes

implement the theory of digital and direct marketing and be able to apply it in practice
: 1
evaluate different digital marketing tools and activities used within marketing campaigns: 1
critique the role of digital marketing in the online value propositions: 1

Study hours

Lectures 11 hours
Seminars/Tutorials: 11 hours
Lecture/seminar prep: 22 hours
Assignment preparation: 55 hours
Private study: 51 hours



School Rules

None

Description of Module Assessment

1: Report weighted 100%
Individual project based consultancy report
This will be a 4000 word report on a digital case study. This will be an individual assessment. The case study builds upon the practical application of digital and direct marketing.

Please note that for the 2022/23 Academic Year programmes may be adapted to operate in accordance with a flexible, digital approach. This means that there may be some changes made to how modules are delivered and assessed. The latest information will be provided to you by your School in module handbooks. We endeavour to give you as much notice as possible of any changes and details about the circumstance in which changes are made to programmes can be found in the Student Agreement, available at: https://www.keele.ac.uk/student-terms-and-conditions/

Last Updated: 19 January 2023