AP2EM4-Digital Marketing

Module Provider: School of Agriculture, Policy and Development
Number of credits: 10 [5 ECTS credits]
Level:5
Terms in which taught: Spring term module
Pre-requisites:
Non-modular pre-requisites:
Co-requisites:
Modules excluded:
Current from: 2021/2

Module Convenor: Mr Nick Walker
Email: n.walker@reading.ac.uk

Type of module:

Summary module description:

Gain knowledge and competence on how to help a company get the most out of digital media to meet its marketing goals. Explore the role and place for digital marketing within the traditional marketing framework. Learn how to analyse the online environment and how digital marketing can be used by companies and organisations to achieve competitive advantage. Assess the emerging models for developing marketing strategies, taking into account the different elements of the marketing mix. Identify techniques for communicating with customers, building relationships, and facilitating e-commerce. You will learn through lectures, preparatory research, participation in class discussions, and groupwork.

Aims:

The key objective of this module is to provide students with comprehensive, practical guidance on how companies can get the most out of the web to meet their marketing goals. The analysis of the internet environment will help to understand how internet marketing is used by companies and organisations to achieve a competitive advantage in exploring the role and place for Digital Marketing within the traditional marketing framework. Emerging models for developing marketing strategies will be presented taking into account the different elements of the marketing mix and tactics to build and to sustain ‘one-to-one’ relationships with customers. Techniques for communicating with customers, building relationships and facilitating electronic commerce will be presented.

Assessable learning outcomes:

Students will be able to identify the relationship between Internet marketing and, digital marketing, and to recognise and describe the micro and macro Digital Marketing environment. Students will also appreciate the approaches used by companies to integrate the Internet into their marketing strategy and to vary the different elements of the online marketing mix environment.Ìý

Students will learn best practice in applying techniques for communicating with customers, bu ilding relationships and facilitating electronic commerce using digital media channels such as affiliate marketing, Pay Per Click (PPC) adverting, online public relations and Search Engine Marketing (SEM).Ìý

Additional outcomes:

Students will develop skills and essential techniques for work placements involving websites and online activities, and for managers dealing with suppliers such as design agencies.

Outline content:

• The micro and macro Internet environment


• Digital marketing strategy


• Campaign planning for digital media


• The Digital marketing mix – tactics and implementation


• Marketing communications using digital media channels


• Evaluation and improvement of digital channel performance

Please note, the above outline may be subject to change.

Brief description of teaching and learning methods:

The module will consist of a series of eight two-hour lectures and group work presentation and debates on specific consumer policy issues. Students will be expected to undertake preparatory research, to work in groups and participate in the discussions.