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E Marketing - MAN00030H

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  • 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


The information on this page is indicative of the module that is currently on offer. The University constantly explores 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. In some instances it may be appropriate for the University to notify and consult with affected students about module changes in accordance with the University's policy on the Approval of Modifications to Existing Taught Programmes of Study.