Level 4 Level 5 Level 6 X Level 7 Level 8 Mark the box to the right of the appropriate level with an X

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1 MODULE SPECIFICATION TEMPLATE MODULE DETAILS Module title Digital Marketing Module code IT382 Credit value 20 Level Level 4 Level 5 Level 6 X Level 7 Level 8 Mark the box to the right of the appropriate level with an X Level 0 (for modules at foundation level) Entry criteria for registration on this module Pre-requisites Specify in terms of module codes or equivalent Co-requisite modules Specify in terms of module codes or equivalent Module delivery None Mode of delivery Taught X Distance Placement Online X Other Pattern of delivery Weekly Block Other When module is delivered Semester 1 Semester 2 Throughout year X Other Brief description of module The Internet has had a profound impact on marketing, providing content and/ or aims Overview (max 80 words) opportunities for a more personal means of reaching customers. There are also more opportunities to understand and analyse customer requirements and preferences. This module examines the choices and opportunities facing businesses that want to benefit from digital marketing. Module team/ author/ Asher Rospigliosi (author) coordinator(s) School Brighton Business School Site/ campus where delivered This module will normally be delivered at the Moulsecoomb campus and Wittenborg University of Applied Sciences (Amsterdam) campus. Course(s) for which module is appropriate and status on that course Course Course titles pre September 2018 entry BSc (Hons) Business BSc (Hons) Business Management BSc (Hons) Business with Marketing BSc (Hons) Business Management with Marketing BSc (Hons) Business with Finance BSc (Hons) Business Management with Finance BSc (Hons) Business with Human Resource Management BSc (Hons) Business Management with Human Resource Management Status (mandatory/ compulsory/ optional)

2 BSc (Hons) Business with Economics BSc (Hons) Business Management with Economics BSc (Hons) Business Management Top-up BSc International Business BSc (Hons) Marketing BSc (Hons) Marketing Management LLB Law LLB Law with Business LLB Law with Criminology Course titles post September 2018 entry BSc (Hons) Business Management BSc (Hons) Business Management with Placement Year BSc (Hons) Business Management with Marketing BSc (Hons) Business Management with Marketing and Placement Year BSc (Hons) Business Management with Finance BSc (Hons) Business Management with Finance and Placement Year BSc (Hons) Business Management with Human Resource Management BSc (Hons) Business Management with Human Resource Management and Placement Year BSc (Hons) Business Management with Economics BSc (Hons) Business Management with Economics and Placement Year BSc (Hons) Business Management Top-up BSc International Business Management BSc (Hons) Marketing Management BSc (Hons) Marketing Management with Placement Year LLB Law LLB Law with Business LLB Law with Criminology MODULE AIMS, ASSESSMENT AND SUPPORT Aims Learning outcomes This module aims to: to examine the range of digital marketing channels to explore the role of digital marketing in an organisations marketing strategy to contextualise emerging digital marketing opportunities On successful completion of the module the student will be able to: LO1 - Identify the relevance of digital marketing in the organisation LO2 - Model and analyse digital marketing strategies LO3 - Evaluate the effectiveness of a range of digital marketing channels LO4 - Research emerging technologies for digital marketing LO5 - Apply knowledge of digital marketing in problem-solving and decision-making

3 Content LO6 - Present and explain technical concepts and technologies Digital Marketing in Organisations the role of digital marketing drivers and barriers of digital marketing access to the market Digital Marketing Strategies direct marketing positioning in the marketplace customer relationship management Digital Marketing Channels evaluating web sites search engine optimisation ad words the role of social networking mobile marketing Organisational & Emerging Issues impact of digital marketing on the organisation impact of digital marketing on the marketplace emerging technologies for digital marketing Learning support Latest editions of: Anderson C., The long tail: Why the future of business is selling less of more, Random House Boddy, D., Boonstra, A. & Kennedy, G., Managing Information Systems, Prentice Hall Bradley, N., Marketing Research, Oxford University Press Brassington, F. and Pettitt, S., Principles of Marketing, Prentice Hall

4 Chaffey D., Ellis-Chadwick F., Mayer R., Internet marketing: strategy, implementation and practice Pearson Education Evans, P. & Wurster, T., Blown to Bits, HBS Press Jelassi T & Enders A, Strategies for e-business, Prentice Hall. O Connor, J. & Galvin, E., Marketing in the Digital Age, Prentice Hall Siegel D., Futurize your enterprise: business strategy in the age of the e-customer, John Wiley & Sons Teaching and learning activities Details of teaching and learning activities Course material will be introduced via lectures, guided self-study and online resources. Seminars will focus on case studies and group discussions. Allocation of study hours (indicative) Where 10 credits = 100 learning hours SCHEDULED Verbal formative feedback will be given by the tutor on a blog post written in workshop early in semester one. This is an indication of the number of hours students can expect to spend in scheduled teaching activities including lectures, seminars, tutorials, project supervision, demonstrations, practical classes and workshops, supervised time in workshops/ studios, fieldwork, and external visits. Study hours 44 GUIDED INDEPENDENT STUDY All students are expected to undertake guided independent study which includes wider reading/ practice, follow-up work, the completion of assessment tasks, and revisions. 156 PLACEMENT The placement is a specific type of learning away from the University. It includes work-based learning and study that occurs overseas. TOTAL STUDY HOURS 200 Assessment tasks Details of assessment on this module Task 1: Coursework (100%): individual coursework comprising a portfolio of e- learning tasks that demonstrates achievement of each of the learning outcomes. Student effort: 35 hours LO1-LO6 Types of assessment task 1 Indicative list of summative assessment tasks which lead to the award of credit or which are required for progression. WRITTEN Written exam % weighting (or indicate if component is pass/fail) COURSEWORK Written assignment/ essay, report, dissertation, portfolio, project output, set exercise 100% 1 Set exercises, which assess the application of knowledge or analytical, problem-solving or evaluative skills, are included under the type of assessment most appropriate to the particular task.

5 PRACTICAL Oral assessment and presentation, practical skills assessment, set exercise EXAMINATION INFORMATION Area examination board Business Systems Management Refer to University for guidance in completing the following sections External examiners Name Position and institution Date appointed Date tenure ends Dr Gareth White Senior Lecturer, University of South Wales 01/10/ /09/2019 QUALITY ASSURANCE Date of first approval Only complete where this is not the first version Date of last revision Only complete where this is not the first version Date of approval for this version Version number 1 Modules replaced Specify codes of modules for which this is a replacement July 2009 January 2017 editorial external examiner CDI April 2018 Available as free-standing module? Yes No x