E Marketing - MAN00030H
- Department: The York Management School
- Credit value: 20 credits
- Credit level: H
- Academic year of delivery: 2022-23
Module summary
Discover the new and emerging principles of digital marketing as an increasingly important part of marketing theory and practice and develop the necessary skills to analyse and develop theory-based, effective digital marketing strategies.
Module will run
Occurrence | Teaching period |
---|---|
A | Spring Term 2022-23 |
Module aims
This module aims for the students to develop:
- an understanding of the new and emerging principles of digital marketing as an increasingly important part of marketing theory and practice
- an understanding of the dynamics and interrelationships between the key marketing variables, in the process of defining and executing effective marketing strategies in a digital context
- the necessary skills to analyse and develop theory-based, effective digital marketing strategies
Module learning outcomes
Subject content
- Understanding and comprehensive knowledge of digital marketing theories and concepts
- Awareness of the impact of recent changes in communication technologies on the successful marketing of goods and services
- Understanding of the differences between on- and offline communications
Academic and graduate skills
- Ability to apply current digital marketing strategy theories to resolve practical business problems
- Ability to conduct a theory-led digital marketing strategy analysis
- Ability to critically analyse the digital marketing challenges facing organisations to effectively design solutions that work in both a national and international context
- Ability to conduct qualitative and quantitative research into marketing issues using digital media
Module content
Indicative lecture topics:
- Online marketplace analysis
- The digital marketing strategy planning process
- Impact of digital developments on the principles of the offline marketing mix
- Relationship marketing on digital platforms
- Customer engagement in B2C and B2B environments
- Digital media campaign planning
Indicative assessment
Task | % of module mark |
---|---|
Essay/coursework | 100 |
Special assessment rules
None
Indicative reassessment
Task | % of module mark |
---|---|
Essay/coursework | 100 |
Module feedback
Students will receive feedback on formative assessment at the end of the presentation. They will also receive a feedback sheet with detailed comments on their summative assessment explaining how the student performed in relation to each assessment criteria. Turnaround time for summative assessment is 4 weeks. Finally, at the end of term, the module leader will develop a report on the module which, once approved by the Board of Exams, will be uploaded onto VLE and made accessible to students.
Indicative reading
Useful textbooks
Chaffey, D. and Ellis-Chadwick, F. (2012) Digital Marketing: Strategy, Implementation and Practice (Fifth Edition). UK: Pearson. Chapter 2-3.
Strauss, J. and Frost, R. (2012) E-Marketing (Sixth Edition). Pearson.
Gay, R. and Charlesworth, A. (2007) Online Marketing: A Customer-Led Approach. Oxford: Oxford University Press.
Useful Journals
Journal of Digital Marketing
Journal of Interactive Marketing
International Journal of Electronic Marketing and Retailing
International Journal of Internet Marketing and Advertising
International Journal of on-line Marketing
European Journal of Marketing
Harvard Business review
Industrial Marketing Management
Journal of Advertising Research
Journal of Marketing Management
Journal of Product and Brand Management