Module Handbook 2024/25

Strategic & Applied Digital Marketing

Module Code: MKT741 (CRN 62157) 

Programme(s): MSc (Hons) Marketing

Ulster University Business School

Notice

Please be aware the information provided within the module handbook is subject to change.

Table of Contents

Welcome

1. Module Overview and Communication

2. Sustainable Development Goals (SDGs) and Graduate Attributes (GAs) in your module

3. Aim and Learning Outcomes

4. Assessment and Feedback

5. Learning Resources

6. Organisation and Management

7. Student Voice and Support Services 

1. Module Overview and Communication

2. Sustainable Development Goals (SDGs) and Graduate Attributes (GAs) in your module

Sustainable Development Goals (SDGs)

The UN SDGs are a comprehensive set of global goals to end poverty, protect our planet, and improve living conditions of the Global Population. You are encouraged to think critically and reflect on SDGs in the context of this module.

The following SDGs are relevant in the context of this module:

Graduate Attributes (GAs)

Ulster University’s Graduate Attributes are a high-level set of competencies, developing universal understandings, skills, qualities, and values. 

As a result of engaging with this module you will have opportunities to develop and practise the following selected attributes:  

KEY:

D = Developed

A = Assessed

3. Aim and Learning Outcomes

Module Rationale

Becoming strategic in the application of digital marketing communications has become the central focus for entrepreneurs, enterprises and organisations seeking to reach, engage, co-create and develop deeper relationships with their consumer `tribes`. In an age of ubiquitous connectivity and a demand for real-time and personalised engagement, this module will give participants an understanding of what that means for those involved in delivering richer and more productive consumer experiences through digital marketing platforms. This module seeks to provide learners with practical, real-world examples of technologies meeting the demands of such connected consumers and utilises a project-based approach to promote active, deeper learning of the unfolding opportunities through digital marketing.

Overall Aim of the Module

After completion of the module your learners should;

• Know how innovative Digital Marketing communications can develop marketing and business decision making

• Do effective work to undertake real life marketing projects using appropriate decision-making techniques

• Be able to demonstrate skills in the effective use of digital marketing technology to solve business challenges and present business ideas and results creatively

Learning Outcomes

Successful participants will be able to:

1) Apply skills and demonstrate effective use of digital and information technology to solve and present business ideas and results.

2) Conduct analysis and evaluation of a range of different data sources to assess the validity and reliability for marketing strategy and decision making.

3) Illustrate a practical ability with and understanding of digital technology and analytical software programmes that are used within marketing and business decision making.

4) Perform effectively within a team to undertake real life marketing projects demonstrating comprehension of appropriate decision-making techniques.

4. Assessment and Feedback 

Summary Assessment Information

This module will be assessed via two items of assessment

Assessment Guidance

1) Word count includes the title page, contents page, in-text references and citations but excludes tables, reference list and appendices.

5) Your work should include references to relevant journal articles and other good quality information sources and should be properly laid out using the Harvard system of referencing. More detailed guidance is available in the Subject Guides. We encourage you to make good use of all the support services offered by your Campus Librarian, further details are in the Learning Support Services Section.

6) You should refer to the assessment criteria to provide fuller details of the marking criteria for each classification band.

7) In addition, you should refer to the standard assessment guidelines as presented in your Course Handbook/Support Area, this includes guidance and policies on referencing style, plagiarism, etc.

8) We recommend the use of Studiosity which offers constructive feedback on draft written submissions within 24 hrs.  

9) Coursework must be submitted by the dates specified. Coursework submitted after the deadline, without prior approval, is not normally accepted. For further guidance on the late submission of coursework, please see the course handbook.

10) Assessments must be submitted as per the assessment brief.

Please note: Words in excess of +10% of the word count will not be marked.

Coursework 1

Group Consultancy Exercise (75%)

The group consultancy exercise will be based around a live case study where the consultancy teams will act as consultants and be required to assess the appropriateness and extent of a digital engagement by a case company and to propose suitable digital marketing strategy in partnership with key stakeholders at the company.  The exercise will require consultancy teams to develop a management report which will involve the following:

• conduct primary and secondary research,
• understand and interpret the case context both internally within the specific case company and at the level of industry and market analysis,
• utilise Google analytics and/or other appropriate marketing technology (MarTech),
• propose evidence-based recommendations and examples of content and strategy that the case company can take forward with respect to a digital marketing strategy.

In groups participants will conduct a digital audit and create a digital strategy of a live project case with a particular focus on the various digital marketing elements and using an appropriate framework of analysis such as SOSTAC.

As part of the process, create a content strategy and create examples of this content for presentation to the client.  For Groups completing the assessment as part of their MSc the report should be word processed and no longer than 5,000 words.

Coursework 1 – BRIEF

a) The assignment may take the form of a word-processed group report

b) It will be a written word-processed report of not more than 5000 words.  Word count includes the title page, contents page, in-text references and citations and includes tables, although not the reference list and appendices.  The Teaching & Learning policy at Ulster suggests tables that are created by students and are the students work should be included in word count.

c) Detailed assessment guidance will be given on Day 1 and Day 3 to explore the SOSTAC elements for the case company and be made available in your Blackboard Module Assessment Folder.

d) This element of coursework accounts for 75% of the overall assessment with an individual element contained within. Students should refer to the marking criteria attached to provide them with fuller details of marking criteria for each classification band.

e) Completed assignments must be submitted in Word or PDF format via your Blackboard Module Area by the specified date and time outlined in the Summary Assessment Information table above.

f) All submitted assignments should have the file name:

i) Group [insert your number] MKT741 (47606) Strategic and Applied Digital Marketing

g) View additional ‘Standard Assessment Guidance,’ for further guidance applicable to all coursework elements.

Coursework 1 – FEEDBACK

Written feedback on the assessment will be provided via Blackboard on 20 working days post submission date (via Blackboard Ultra).

Coursework 1 – ASSESSMENT RUBRIC/MARKING PROFORMA

To aid student understanding, it is advisable to explain the rubric/marking proforma to your students in an assessment preparation session.

Assessment Criteria – Qualitative Based Work:  Group Report – Level 7   

Coursework 2

Individual Reflection (25%)

Create a 5 minute podcast reflecting on the project experience and highlighting the major new knowledge which has been acquired in the process of carrying out the project. Use academic citations and current research and data to enhance the communication. Submit the podcast via an online portfolio along with a list of references used in the podcast – simply weave these references within the podcast.

Coursework 2 – BRIEF

a) The assignment will take the form of an individual 5 Minute Podcast Reflection Integrating New Digital Marketing Knowledge of Strategic and Applied Digital Marketing;

h) The finished podcast and required documentation (see appendix 2) and show notes (see template in appendix 3) must be submitted via the online submission area in the assessment folder on Blackboard.

i) Detailed assessment guidance will be made available in your Blackboard Module Assessment Folder.

j) Completed assignments must be submitted in Panopto format via your Blackboard Module Area by the specified date and time outlined in the Summary Assessment Information table above.

k) All submitted assignments should have the file name:

i) "SurnameFirstNameBNumber"

ii) e.g. Brown_John_B00001234_AssignmentTwo.

Coursework 2 – FEEDBACK

Written feedback on the assessment will be provided via Blackboard 20 working days post submission date.

Coursework 2 – ASSESSMENT RUBRIC/MARKING PROFORMA

To aid student understanding, it is advisable to explain the rubric/marking proforma to your students in an assessment preparation session.  Assessment Criteria – Qualitative Based Work:  Podcast Presentation – Level 7   

5. Learning Resources

Library’s Support Services

In collaboration with teaching staff, your Campus Librarian will be delivering timetabled workshops to ensure you are able to make the best use of the Library’s services and information resources in successfully completing your coursework. Furthermore, if you need specific help with an assignment or dissertation then you can make an appointment to meet with your Subject Librarian by email, phone or through using the appointments schedule.

Online support is also available by accessing the Library’s Guides as these provide help in developing your information and research skills by identifying the best learning resources available, forming effective literature searches, offering academic writing support and adopting the best referencing techniques.

Blackboard Learning Support

If you require help or support with any of the digital learning tools utilised within your module, please contact The Blackboard Helpdesk via:

 028 9536 7188, or by  e-mail to blackboardhelpdesk@ulster.ac.uk

6. Organisation and Management

MKT741 Strategic & Applied Digital Marketing, is a 20-credit point module, this requires approximately 200 hours of your commitment, distributed through the following learning and teaching activities over the 15-week semester. For a description of the nature of the learning activities please refer to your course handbook.

Summary of Learning Activities

The teaching and learning plan provides a more detailed overview of content on a weekly basis.

Module delivery will typically consist of a two-hour lecture and a one-hour Seminar although format may vary slightly between weeks/sessions.

 For the day, time and room number view your Timetable via PUBLISH.

Seminars – please refer to the teaching and learning plan below for the seminar topic. Attendance at seminars is most important and therefore will be monitored. All students should download the SEAtS Student Attendance App to their smartphones. Regularly checking into class using the app helps you keep track of your attendance and ensures you stay on track with your studies. Please view the university attendance website for more information including user guides, video demonstrations, and FAQs.

Teaching and Learning Plan

The teaching plan/order of weekly topics is subject to change. The list below provides an outline summary of weekly activities and further information is available on BBL in the relevant week’s folder. Students will be expected to engage in all prescribed activities that contribute towards final assessment.