MSc Digital Marketing
MN5612 Digital Marketing Strategy – Spring Term 2024-2025
School of Business and Management, Department of Marketing
Module Leader: Dr. Anabel Gutierrez
Email: anabel.gutierrezmendoza@rhul.ac.uk
Feedback Hours: Online, by appointment
Note: Please check Moodle regularly for the latest updates and resources.
Module Introduction
This module introduces the core concepts of digital marketing strategies, focusing on developing and assessing these strategies at the micro and macro levels. Students will explore frameworks, tools, and trends in digital marketing, considering the evolving impacts of consumer behavior, corporate dynamics, and societal changes over time.
Learning Outcomes
- ✅ Demonstrate a working knowledge of digital marketing strategies, methods, and practices.
- ✅ Critically evaluate the impact of the digital marketing environment on strategic marketing management.
- ✅ Analyse micro and macro environments to evaluate digital marketing strategies.
- ✅ Connect theoretical frameworks to societal contexts and issues in analytic, critical, and creative ways.
Course Readings
Core Textbook: Chaffey, D., & Ellis-Chadwick, F. (2022). *Digital Marketing*. Eighth Edition, Pearson.
Additional Readings:
- Chaffey, D., & Smith, P.R. (2023). *Digital Marketing Excellence*. Sixth Edition, Routledge.
- Crestodina, A. (2019). *Content Chemistry: The Illustrated Handbook for Content Marketing*. Fifth Edition, Orbit Media Studio.
For a comprehensive list, visit the Online Reading List.
1. Session Plan
| Session | Topics | Activities |
|---|---|---|
| 1 09-10-24 |
|
Activity: Brand Selection |
| 2 16-10-24 |
|
Activity: Harvard Business Simulation |
| 3 23-10-24 |
|
Guest Speaker: Adrian Kingwell (Mezzo Labs) |
Assessment Details
Your final grade is based on two components:
- Group Report: PowerPoint presentation (20%)
- Individual Report: Digital Marketing Plan (80%)
| Assessment | Topic | Length/Format | Weighting | Deadline |
|---|---|---|---|---|
| Individual Report | Digital Marketing Plan | 3000 words | 80% | 11/11/24 |
Assignment Tasks
- Brand Overview: Describe the brand’s history, values, and market positioning. (Approx. 300 words)
- Micro and Macro Environment: Use frameworks like PESTLE and Business Model Canva for analysis.
- Digital Marketing Plan: Include SMART objectives, strategies (SEO, SEM, Social Media, etc.), and a promotional plan.
- Monitoring and Evaluation: Propose tools and methods to measure success.
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