The BA (Hons) Digital Marketing Management course aims to provide the student with an underpinning knowledge and understanding of business and how marketing theories and their strategic applications to organisations operating within a highly digitised and challenging global business environment can be applied.
Through the use of a wide range of approaches and e-learning forums students will learn varied aspects of marketing principles essential to the work of marketing professionals including: marketing planning and strategy, digital marketing techniques, consumer behaviour, advertising, communication with customers, pricing, distribution, selling techniques, building relationships with stakeholders and researching markets. Throughout the course students will learn practical skills, including IT, numerical and communication skills, much of this will be underpinned by real life examples.
The BA (Hons) Digital Marketing Management course provides an option for students to pursue a one-year work placement in employment, either in the UK or abroad. In addition to this by studying on the BA (Hons) Digital Marketing Management students will be able to access a wide variety of internships (both paid and unpaid), which will further develop their knowledge and application of marketing management techniques in practice.
YEAR-1
Branding and Advertising
Module: 4MK011 Credits: 30 Period: 1 Type: Core
This module offers an introduction into branding, advertising, influencer marketing, video marketing and digital marketing communications. Communication is a broad and multi-disciplinary topic which is common to all of these, and throughout this module students will explore different areas of communication theory, including semiotics, as well as branding theory and advertising.
The Digital Business
Module: 4BU017 Credits: 30 Period: 1 Type: Core
The module is sectioned into two parts. The first part of the module aims to provide students with a practical understanding of the digital business, the need for digital transformation to support innovation and to continue to have a competitive advantage in the marketplace. The various digital business models are explored along with the importance of digital capability. The second part of the module introduces students to the information systems that support todays digital business. A range of information systems are examined including those that support the operations of the digital business, through to its sales and marketing functions. The importance big data and business intelligence are introduced before examining how today’s digital business can apply business intelligence to develop new products and services long with improvements in efficiency and its business processes.
The Fundamentals of Marketing
Module: 4MK012 Credits: 30 Period: 1 Type: Core
This module provides students with knowledge of frameworks to understand the importance of marketing and digital marketing tools within the business environment. Activities will provide students with the opportunity to understand the marketing concepts an organisation will need to use in order to compete in today's dynamic market place. This module will further engage students towards developing a clear understanding of some these key issues and apply concepts and techniques discussed during the sessions and through independent academic research.
Website Development and Design
Module: 4MK010 Credits: 30 Period: 1 Type: Core
Website Development and Design will examine the creation and management of a website, as well monitoring and measuring its performance. This includes measurement of digital marketing activities such as Search engine Optimisation (SEO), Keyword analysis, Marketing Mix, Competitor Analysis, developing a buyer persona, Social Media Integration, Email Marketing, Online Advertisements and Key performance indicators (KPIs). Students will gain practical experience of using the latest techniques for measuring and analysing digital performance.
YEAR-2
Customer Experience and Relationship Management
Module: 5MK017 Credits: 30 Period: 2 Type: Core
This module aims to provide students with an understanding of services marketing principles and relationship marketing and their applications in the real world. The module will provide an overview of theories and models of service quality and customer satisfaction and critically examine the key debates and current thinking. It will provide the student with an understanding of the complexities associated with defining and measuring relevant concepts and the steps taken in the process of developing a customer-oriented service provision that applies relationship marketing frameworks to real world situations.
Innovation in Marketing
Module: 5MK015 Credits: 30 Period: 2 Type: Core
Todays contemporary market spaces are highly competitive and turbulent. It is important that organisations are creative and adopt an innovative approach to marketing, in order to maximise their competitiveness and enhance their capabilities. This module develops an understanding as to what drives innovation and disruption across a range of industries, and the relationship between marketing and innovation. This module will develop your communication and practical skills to cultivate and implement marketing innovations, and develop capabilities. You will explore online and offline tools to support specific innovations
Marketing Planning Research and Management
Module: 5MK016 Credits: 30 Period: 2 Type: Core
This module will provide the student with understanding market research methods and analysis of data and evaluation of information relevant to Marketing planning and financial decisions. It will provide the student with an understanding of the complexities of a Marketing plan and steps taken in developing a plan for a range of business organisations. The module will develop students understandings of the processes and methods used in pricing, monitoring, implementing, and controlling a Marketing plan.
The Professional Manager and Leadership
Module: 5MG001 Credits: 30 Period: 2 Type: Core
The aim of this module is to develop students’ understanding of management and leadership principles, and to explore the influence various leadership and management approaches have on key Human Resource Management functions, including Change Management. Through the study of emerging leadership concepts, such as super-leadership, students will develop an appreciation for the development of self as a method to support others in their development. Reflective practice underpins the module to support students in assessing their own approach to learning and development.
YEAR-3
Consumer Behaviour and The Responsible Marketer
Module: 6MK013 Credits: 30 Period: 3 Type: Core
The Consumer Behaviour and the responsible marketer module will address a wide range of marketing and psychological theories and concepts which help marketers to explain and analyse both consumer behaviour and online consumer behaviour. The module offers an insight into how consumers consider, buy and experience products and services. It will also explore ethical and social responsibility issues, assessing the techniques used by organisations to influence and persuade consumers to purchase. Discussions and debate around the responsibility of marketers will address contemporary cultural and social issues in marketing.
Marketing and Digital Strategy
Module: 6MK012 Credits: 30 Period: 3 Type: Core
Marketing and Digital Strategy explores the complexities of a strategic marketing approach that every organisation needs to employ to develop and sustain competitive advantage. A critical appreciation of the external and internal elements that influence strategic decisions and how organisations create and sustain competitive advantage. The module expands the knowledge and understanding of traditional and digital marketing. A critical understanding of the strategic positioning of products and brands offline vs online. It will also assess the role of marketing from a strategic perspective.
The Marketing Consultant
Module: 6MK014 Credits: 30 Period: 3 Type: Core
This module will examine the role of social media, search engine and freelance marketing in targeting and communications. The module will also examine the strategic and practical application of social media and freelance platforms, with particular focus on competitor analysis. Students will gain exposure to digital marketing tools, and develop capabilities in Search Engine Optimisation (SEO), Keyword Research, Search Engine Marketing (SEM) and Content Marketing. Students on this module will benefit from guest speakers who will share their knowledge and experience in the field of social media and freelance marketing.
The Professional Project
Module: 6BU020 Credits: 30 Period: 3 Type: Core
The Professional Project capstone module is an independent study unit. Students will be able to draw together learning form their previous subjects, focusing on their key strengths, in the production of a business artefact. Alongside the artefact students will develop a written critical reflection, which is designed elucidate their rational for choice of artefact and reflect on the process of its production and dissemination.
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Teaching, Learning and Assessment Include here the learning activities, assessment methods (formative and summative) and support for learning which will support the achievement of the learning outcomes listed above.
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The teaching will be carried out by qualified teachers at UK Management College. The UK Management College tutors are supported by the University faculty module leaders who will provide academic support. The online materials and face-to-face components of the module are integrated into a complimentary learning experience, which is both engaging and relevant, and resources are also accessible online. Each Canvas Homepage sets expectations and includes an orientation to help you understand how to successfully navigate the different online components of the module and prepare for the face-to-face meetings. The structure of each Canvas topic follows a standard Business School layout to ensure consistency and familiarity for students and to help you navigate the different modules you will be studying. The Canvas Pages are used to present learning inputs and related activities with a narrative flow; content is structured into bitesized inputs and activities, inclusive of any Panopto recorded slides. The learning material will be contextualised by the UK Management College tutors to reflect the local and regional context. Students also have formative opportunities for feedback as part of their teaching and learning. A variety of modes of assessment will be used to support and test your learning and progress and to help you develop capabilities that are valued beyond your University studies and into your working life. In the final year of your undergraduate degree, you are likely to be expected to write an extended piece of work or research, such as a dissertation or a practice-based piece of research or project. Date and method of feedback is provided in the assessment brief for each module. All feedback on a student's work will be returned electronically. All feedback will be available in one location (i.e., Canvas). The length of time allocated for marking is determined through university policy and is set as: • 4 weeks (+ 1 week preview) for first opportunities • 3 weeks for second and third opportunities Formative feedback: Assessment activities that provide students with feedback. The marks and grades for these assessment activities do not contribute towards the module mark and grade. Formative assessment activities are useful to provide students with feedback to let them know how they are doing. Sometimes the format of a formative assessment activity will be the same as the summative assessment activity for the module, in order to prepare students and ensure that they are familiar with the summative assessment task. Inclusivity The Digital Marketing Management modules are developed with Universal Design in mind, and to meet all accessibility standards. For instance, downloadable transcripts will be provided for all the videos – these may be created by Panopto and then edited into a useable text or may be scripted by the author in advance of the recording. We will also ensure that there are adequate descriptions provided all of graphs, charts, images etc used in PowerPoint slides included in the transcripts. There will also be alternative text for all graphics used in page, and we will ensure that all documents, PDFs etc are formatted to best be used by screen readers. Case studies, examples and resources are drawn from a wide range of business cultures and contexts representing our diverse and international community. |
As part of the course approval process, the course learning outcomes were mapped to each of the modules forming the diet of the programme of study. This process confirmed that all course learning outcomes can be met through successful completion of the modules. This mapping applies to the final award as well as to all of the intermediate awards.
ASSIGNMENTS
At UK Management College, in partnership with the University of Wolverhampton, a variety of modes of assessment will be used to support and test your learning and progress and to help you develop capabilities that are valued beyond your University studies and into your working life. Your course may include a variety of assessment activities.
Written examinations (including online examinations, open and closed book examinations and quizzes) Coursework (for example, essays, reports, portfolios, project proposals and briefs, CVs, poster presentation) Practical (for example, oral and video presentations, laboratory work, performances, practical skills assessment).
In the final year of your undergraduate degree, and at the end of your postgraduate degree, you are likely to be expected to write an extended piece of work or research, such as a dissertation or a practice-based piece of research.
