SCQF Level: 07
Module Code: MKT202
Credit Value: 20
Term: Term 1
School: Dundee Business School
Introducing the role and importance of digital and social media marketing in today's businesses and marketing strategies.
The aim of this Module is to provide the student with : An understanding of how web-sites, social media and businesses digital footprint impact on marketing and marketing strategies.
By the end of this module the student should be able to:
1. Evaluate web, digital and social media presence individually and collectively in terms of their appropriateness to marketing efforts.
2. Develop digital marketing solutions for specified marketing problems.
1 The nature of digital marketing
Traditional marketing, internet marketing, e-marketing, e-commerce, digital marketing: definitions and differences, the concept of conversion marketing, legal and ethical issues in digital marketing.
2 Understanding organisations and their web-sites
The concept of Business Models, application of these concepts to web-sites, digital marketing and social media, designing the customer interface and their use in the specification and evaluation of digital and social media.
3 Integrating a digital footprint into marketing strategy
Understanding and measuring the impact of 'digital' on marketing strategy, researching and profiling the online and digitally aware and active customer, information-processing, online buying, socially engaged customers.
4 Building customer traffic in the digital world
Comparing the effectiveness of online and offline campaigns and understanding digital methods of building traffic: interactive advertising, sponsorship and tenancies, search marketing, analytics, link-building, blogs and social networks, viral marketing.
Statement on Teaching, Learning and Assessment
Students will be engaged in enquiry and real-world business problems, individually and in groups, for at least 60% of their contact time, and that enquiry process will increasingly drive their independent access to the information they work with.
Teaching and Learning Work Loads
|Supervised Practical Activity||14|
|Unsupervised Practical Activity||0|
Credit Value – The total value of SCQF credits for the module. 20 credits are the equivalent of 10 ECTS credits. A full-time student should normally register for 60 SCQF credits per semester.