Studying at York
Digital Marketing Strategy - MAN00068M
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
Indicative assessment
| Task | % of module mark |
|---|---|
| Essay/coursework | 75 |
| Groupwork | 25 |
Special assessment rules
None
Indicative reassessment
| Task | % of module mark |
|---|---|
| Essay/coursework | 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