MG4F3      Half Unit
Digital Marketing

This information is for the 2021/22 session.

Teacher responsible

Dr Xiaolin Li

Availability

This course is available on the CEMS Exchange, Global MSc in Management, Global MSc in Management (CEMS MiM), Global MSc in Management (MBA Exchange), MBA Exchange, MSc in Management (1 Year Programme), MSc in Management of Information Systems and Digital Innovation, MSc in Marketing and MSc in Strategic Communications. This course is available with permission as an outside option to students on other programmes where regulations permit.

Pre-requisites

Students taking this course are expected to be able to demonstrate a strong foundation in quantitative analysis.

Course content

Marketing is evolving from an art to a science and decisions in new media are on the forefront of this transformation. This course is aimed at developing state-of-the-art knowledge in the area of online marketing (e.g., display ads and search ads, SEO, mobile marketing etc.) and social media (e.g., Twitter, Facebook, etc.). Furthermore, important topics of cross-cutting relevance to online marketing and social media will be addressed, including big data, data science, analytics, and integrative marketing. Many firms have extensive information about consumers' choices and how they react to marketing campaigns, but few firms have the expertise to intelligently act on such information. In this course, students will learn the scientific and strategic approach to marketing with hands-on implementation of online marketing and social media strategies (e.g., strategic design and launch of a website, implementation of SEO strategies, design and manage of a corporate social media account). Using simple yet powerful hands-on interactive models and exercises, the course will cover both theory and applications.

Teaching

30 hours of lectures in the LT.

Formative coursework

Students have the opportunity to submit a formative coursework in the LT. The formative course work might be an in-depth case analysis of a new media company. Students might be requested to use theory and frameworks to make sense of a case. Students might also be requested reflect on analytics and conduct simple data analysis.

Indicative reading

  • Larsen and Draper (2015): Internet Marketing Essentials, Digital Textbook.
  • • Chaffey, D. and Ellis-Chadwick, F. (20192): Digital Marketing. Strategy, Implementation, and Practice. 7th Edition. Pearson Education.
  • Laudon, K. C. and Traver, C. G. (2015), E-Commerce 2015: Business. Technology. Society. Prentice Hall.

More readings in form of academic research papers and media outlets (e. g., The Economist) will be added for each week.

Assessment

Take-home assessment (50%), group project (40%) and class participation (10%) in the LT.

Course selection videos

Some departments have produced short videos to introduce their courses. Please refer to the course selection videos index page for further information.

Important information in response to COVID-19

Please note that during 2021/22 academic year some variation to teaching and learning activities may be required to respond to changes in public health advice and/or to account for the differing needs of students in attendance on campus and those who might be studying online. For example, this may involve changes to the mode of teaching delivery and/or the format or weighting of assessments. Changes will only be made if required and students will be notified about any changes to teaching or assessment plans at the earliest opportunity.

Key facts

Department: Management

Total students 2020/21: Unavailable

Average class size 2020/21: Unavailable

Controlled access 2020/21: No

Value: Half Unit

Guidelines for interpreting course guide information

Personal development skills

  • Leadership
  • Self-management
  • Team working
  • Problem solving
  • Application of information skills
  • Communication
  • Application of numeracy skills
  • Commercial awareness
  • Specialist skills