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Digital Marketing Strategy - MAN00068M

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  • Department: The York Management School
  • Module co-ordinator: Dr. Snehasish Banerjee
  • Credit value: 20 credits
  • Credit level: M
  • Academic year of delivery: 2022-23

Module will run

Occurrence Teaching period
A Spring Term 2022-23

Module aims

  • to provide the student an introduction into the new and emerging principles of digital marketing as an increasingly important part of marketing theory and practice.
  • to provide 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.
  • to provide students with the capacity to analyse, develop and effectively communicate digital marketing theoretically.
  • to enable students to offer grounded arguments as part of a digital marketing strategy formation process.

Module learning outcomes

Subject content

  • Demonstrate a systematic understanding and comprehensive knowledge of digital marketing theories and concepts in a global context.
  • Critical awareness of the impact of recent changes in communication technologies on the successful marketing of goods and services in a global business environment.
  • Ability to synthesise a range of digital marketing theories at the forefront of current research in digital marketing strategy.

Academic and graduate skills

  • Critically apply competing digital marketing concepts to a range of organisational types.
  • Critically analyse the digital marketing challenges facing organisations and effectively design a digital marketing plan.
  • Critical awareness of the implementation of digital marketing approaches in a global context.

Other learning outcomes (if applicable)

  • Demonstrate ability to work both independently and in teams, set goals, and complete tasks within deadlines.
  • Produce logical and structured arguments supported by relevant evidence.

Module content

Subject content

  • Demonstrate a systematic understanding and comprehensive knowledge of digital marketing theories and concepts in a global context.
  • Critical awareness of the impact of recent changes in communication technologies on the successful marketing of goods and services in a global business environment.  
  • Ability to synthesise a range of digital marketing theories at the forefront of current research in digital marketing strategy.

 

Topics to be covered include:

The history and current developments in digital marketing in the global environment

Consumer behaviour online

Application of social media and its impact

Segmentation and positioning of products and services online

The changing nature of value online

The internet for distribution

Digital marketing tools and techniques

Digital marketing across national, linguistic and cultural borders

Assessment

Task Length % of module mark
Essay/coursework
Essay 2250 words		 N/A 75
Groupwork
5-10 minute Group Presentation		 N/A 25

Special assessment rules

None

Reassessment

Task Length % of module mark
Essay/coursework
Essay		 N/A 100

Module feedback

  • Each student will receive a feedback sheet with detailed comments on his/her formative assessment, explaining how the student performed in relation to each of the criteria used for assessment
  • At the end of term a self evaluation of the course to be approved by the Board of Examiners and uploaded onto the VLE
  • Turnaround time maximum 6 weeks for feedback

Indicative reading

Chaffey, D., and Ellis-Chadwick, F. (2016). Digital Marketing: Strategy, Implementation and Practice (6th ed.). London: Pearson.


Some 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


The information on this page is indicative of the module that is currently on offer. The University is constantly exploring ways to enhance and improve its degree programmes and therefore reserves the right to make variations to the content and method of delivery of modules, and to discontinue modules, if such action is reasonably considered to be necessary by the University. Where appropriate, the University will notify and consult with affected students in advance about any changes that are required in line with the University's policy on the Approval of Modifications to Existing Taught Programmes of Study.