MKT4171 Digital Marketing Applications Trends and Tactics Module Handbook | MDX

Table of Contents

1.Welcome
2.The module teaching team
3.Communication with the teaching team
4.Module overview
5.Learning resources
6.Expectations of studying this module
Professional behaviour and online conduct
Academic Integrity and Misconduct
Extenuating circumstances:
7.Assessment
Formative assessment Error! Bookmark not defined.
Summative assessment
7.2Feedback on your assignments
7.3How is your assignment mark agreed?
7.4Anonymous Marking Assessment Policy
7.5.1Assessment 1
8.Learning Planner
University 20-point Scale

1.Welcome

The purpose of this handbook is to provide you with information about your module. The material in this handbook is as accurate as possible at the date of publication however you will be informed of any major changes and notified in a timely manner when the updated module guide has been published. Your comments on any improvements to this handbook are welcome. Please put them in writing (an email will suffice) with the name of the handbook to Franco Beschizza ( f.beschizza@mdx.ac.uk. )

I would like to extend a very warm welcome to you on this Post-graduate module. We are looking forward to meeting you and getting to know you over the course of the year.

We all hope, as the teaching team, that you will enjoy studying this module.

This module will (i) incorporate related case studies and practical examples, (ii) lectures, seminaries and a variety of group exercises and assessments, (iii) we will invite guest lecturers/speakers, who are leading in their field within the digital space, to come to you can hear what it is like in the real world.

2.The module teaching team

Please see below details of the teaching team for this module

3.Communication with the teaching team

In addition to Myunihub, the module leader and team would contact students through e-mail. The latter will be especially used for sending urgent and/or individual messages about the module. For this reason, it is important that you read your University email account regularly.

Moreover, students can get in touch with the module leader through e-mail. It is necessary to book an appointment to see the tutor during the feedback office hours; students might like to request an appointment to attend a more convenient time, which is fine.
Please note that you can contribute to the overall module and course feedback via the student voice leader for your programme, which will be included in programme feedback sessions and they can also provide feedback through the Module Evaluation survey.
Our most important consideration is your health, well-being and safety as well as our staff and people related to the University. Remember that you – as part of #TeamMDX – can stay up-to-date with the guidance on Coronavirus

4.Module overview

Aims:

The module aims to explore the structure of digital marketing and its complexities, developing an understanding of the impact this has on marketing and consumers. Building digital leadership thinking, analysing and assembling knowledge of the different digital tools and channels we have available to engage with consumers, and how combining theory with practice plays an important role. Students will analyse local and global trends, evaluating emerging technologies that disrupt and challenge marketers. Build an understanding of digital tools (e.g. search, digital ads, social, email and other means), explore digital consumer behaviour and their attitudes and motivations, and the opportunities these open within the digital marketing mix.

Learning outcomes:

Knowledge

On successful completion of this module, the student will be able to:

1.Investigate and appraise marketing and digital marketing concepts, techniques, channels and tools in various digital marketing contexts and trends.
2. Recognise the role and pace of digital disruption and how businesses manage this rapid change.

Skills

On successful completion of this module, the student will be able to:

3.Analyse, argue and defend channel and tool mix by applying marketing models and frameworks related to consumers’ needs and business goals while exploring ethical issues.
4.Investigate and construct different industry practice mapping techniques.

Syllabus:

• Theories of marketing, both online and traditional
• The role of channels and digital marketing tools (SEO, search, email, display, social, etc.) in different global environments
• Defining the customer journey and the different touchpoints, connecting to the use of data
• The interconnection between the different digital channels and tools and how traditional marketing connects
• Getting to know your customers, what they think, behave, and why they engage
• Using the persona to tailor marketing messaging, where and when to reach them, and what problems we can help solve for them
• Developing business environments that encourage customer-centric practice and the importance of CX (customer user experience design)
• Addressing ethical issues

Learning and teaching strategy:

The module will adopt a range of blended online and face-to-face delivery approaches, centred on an active learning focused pedagogy. Students will have weekly readings and tasks to prepare for formative exercises, which will be an integral component of the module design. Students will be expected to engage in independent self-study activities to support their learning and to achieve success in module summative assessments. Additionally, the module will be supported by a comprehensive virtual learning environment, which will host a range of additional resources for independent study as well as provide students with the opportunity to engage with the academic rigour of the marketing discipline and to understand the application of theory to practice.

(a)Formative assessment scheme

Students will be presented with a range of in-class problem-based scenarios which will require them to work individually or in teams. Opportunity to demonstrate their ability to provide solutions and strategies will be through skills developing informal presentations and discussions. Additionally, there will also be specific formative exercises designed to provide guidance and support for students as they work towards summative assessments. Feedback will be provided in class, either verbally or through technology-based applications. Students will also have the opportunity to gain additional informal feedback and guidance, outside of the classroom during regular timetabled office hours.

(b)Summative assessment scheme

Task: Individual set of digital marketing business recommendations based on evidence and analysis - presentation

Research Ethics –

• The teaching, learning, assessment and research activities undertaken in this module have been considered and are not likely to require ethical approval.
• However, please seek advice if undertaking the module entails carrying out any research activities involving human participants, human data, animals/animal products, precious artefacts, materials or data systems. If you submit work that includes data gathered from or about people, this may be treated as academic misconduct and could lead to fail grade being awarded.
• Research ethics approval seeks to ensure all research is designed and undertaken according to certain principles of ethical research.

These include:

1.Primary concern must be given to the safety, welfare and dignity of participants, researchers, colleagues, the environment and the wider community
2.Consideration of risks should be undertaken before research commences with the aim of minimising risks to those involved – i.e. human participants or animal subjects, colleagues, the environment and the wider community, as well as actual or potential risks to those directly or indirectly affected by the research.
3.Informed consent should be freely given by participants, and by a trained person when collecting or analysing human tissue (details on accessing and completing online training for gaining informed consent for HTA purposes can be found below in Section 8).
4.Respect for the privacy, confidentiality and anonymity of participants
5.Consideration of the rights of people who may be vulnerable (by virtue of perceived or actual differences in their social status, ethnic origin, gender, mental capacities, or other such characteristics) who may be less competent or able to refuse to give consent to participate
6.Researchers have a responsibility to the general public and to their profession; as such they should balance the anticipated benefits of their research against potential harm, misuse or abuse which must be avoided
7.Researchers must demonstrate the highest standards of ethical conduct and research integrity. They must work within the limits of their skills, training and experience, and refrain from exploitation, dishonesty, plagiarism, infringement of intellectual property rights and the fabrication of research results. They should declare any actual or potential conflicts of interest, and where necessary take steps to resolve them.
8.When using human tissues for research, Human Tissue Act and Human Tissue Authority (HTA) requirements must be met. Please contact the relevant designated person (DP) in your department or the HTA Designated Individual (DI) (Dr Lucy Ghali - L.Ghali@mdx.ac.uk). Further information is provided below
in the section: "Human Tissue Authority Information", see 'Governance Structure" document and SOPs etc.

5.Learning resources

• Essential
• Digital Marketing, 1st Edition By Raj Sachdev © 2024
  oLinkedIn Online Learning via MDX Library
  oIAB Online Learning
  oJournal of Interactive Marketing
  oJournal of International Marketing
  oJournal of the Academy of Marketing Science
  oJournal of Consumer Research
  oJournal of Advertising
  oWARC
  oMintel
  oThe Drum – (Industry news and case studies) Singapore, India, China, Middle East, South Africa, Latin America, Europe, and North America.
• Recommended
  oDamian Ryan, (2020). Understanding Digital Marketing: A Complete Guide to Engaging Customers and Implementing Successful Digital Campaigns, Kogan Page.
  oJim Tincher, 2019. How Hard Is It to Be Your Customer? Using Journey Mapping to Drive Customer Focused Change, Paramount Market Publishing
  oSimon Kingsnorth, 2022. The Digital Marketing Handbook: Deliver Powerful Digital Campaigns, Kogan Page

6.Expectations of studying this module Attendance and Engagement

Engaging with online and on-campus in-person learning and activities is integral to your success. Middlesex University supports you to achieve your full potential through a number of strategies, all of which provide a supportive learning environment online, remotely, face-to-face, or blended.
Further information on attendance and engaging with your programme will be available at your Induction and updates online at UniHub at the weblink below.

Professional behaviour and online conduct

The programme of study you are undertaking is underpinned by developing professional behaviour and attitude. You are expected to behave in a professional, supportive manner to your peers and teachers. You must come to sessions prepared and ready to contribute where appropriate. Please remember that your University ID should be carried with you always whilst on campus and you must be able to identify yourself if asked to do so. Please conduct your email communication with fellow students, tutors and all relevant staff in a formal and courteous manner.

In the same way that we help you understand how to effectively participate in learning on campus, we also want to make sure that you can make the most of online learning. Our principles of online learning class conduct are available at: https://unihub.mdx.ac.uk/covid-19-updates-faq/online-classroom-conduct

Academic Integrity and Misconduct

You should be aware of the University’s academic integrity and misconduct policies and procedures. Taking unfair advantage over other students in assessment is considered a serious offence by the University. Action will be taken against any student who contravenes the regulations through negligence, foolishness or deliberate intent. Academic misconduct takes several forms, in particular:

• Plagiarism – using extensive unacknowledged quotations from, or direct copying of, another person’s work and presenting it for assessment as if it were your own effort. This includes the use of third party essay writing services.
• Collusion – working together with other students (without the tutor’s permission), and presenting similar or identical work for assessment.
• Infringement of Exam Room Rules – Communication with another candidate, taking notes to your table in the exam room and/or referring to notes during the examination.
• Self-Plagiarism – including any material which is identical or substantially similar to material that has already been submitted by you for another assessment in the University or elsewhere.

Students who attempt to gain unfair advantage over others through academic misconduct will be penalised by sanctions, according to the severity of the offence, which can include exclusion from the University. Links to the relevant University regulations and additional support resources can be found here:

Student Success Essentials Course which includes Academic Integrity

Access to course. -You will have to log into to MyUniHub and then MyLearning to access the course.

Full details on academic integrity and misconduct and the support available can be found at Academic Integrity | UniHub (mdx.ac.uk)
The Academic Integrity and Misconduct policy is available in our Public Policy Statements (under Academic Quality) at: Our policies | Middlesex University London (mdx.ac.uk)

Referencing & Plagiarism: Suspected of plagiarism?: http://libguides.mdx.ac.uk/c.php?g=322119&p=2155601

The Middlesex University Students’ Union (MDXSU) Advice Service offers free and independent support in making an appeal, complaint or responding to any allegations of academic or non-academic misconduct.

Extenuating circumstances:

There may be difficult circumstances in your life that affect your ability to meet an assessment deadline or affect your performance in an assessment. These are known as extenuating circumstances or ‘ECs’. Extenuating circumstances are exceptional, seriously adverse and outside of your control. Please see link for further information and guidelines:
https://unihub.mdx.ac.uk/your-study/assessment-and-regulations/extenuating- circumstances

7.Assessment

Summative assessment: Summative assessment is used to check the level of learning at the end of the course. It is summative because it is based on accumulated learning during the course. The point is to ensure that students have met the learning outcomes for the course and are at the appropriate level. It is the summative assessment that determines the grade that you are awarded for the module.
There are one assessment components in this module: Individual set of digital marketing business recommendations based on evidence and analysis - presentation

The table below specifies the associated deadlines

In order to pass this module, you need to pass all assessment tasks with a minimum grade of 16 or equivalent.
Before you submit your work for final grading, please ensure that you have accurately referenced the work. It is your responsibility to check the spelling and grammar, as all written assessments will assess technical proficiency in the English. This means accurate and effective spelling, punctuation and grammar. Details of how it will be assessed will be provided in the marking criteria for each assessment and the University overall approach can be found within the Grade Criteria Guide in the University Regulations https://www.mdx.ac.uk/about-us/policies (scroll to university regulations)

Reasonable adjustments will be made for those students who have a declared disability/specific learning condition which would affect performance in this area.

If you have submitted a formative or draft assessment, you will receive feedback but no grade. The comments should inform you about how well you have done or tell you about the areas for improvement. All assignments should be submitted online unless specified in assessment briefs.

Reassessment for this module normally takes place in the following way:

You will be set a date and time by which you must resubmit an assessment for a reassessment opportunity. This is held in the following term, and a cap of grade 16 (a pass) is placed on the submission. This means that the highest grade you could receive for your resubmit work is a 16. Nevertheless, if the submission is not at least equal to a grade of 16, it will receive a failed grade.

Further information is available at https://unihub.mdx.ac.uk/study/assessment

Middlesex University is committed to being fair in its approach to assessing student learning following the UK Quality Code for Higher Education (Quality Code) (2018) and the UK Quality Code - Advice and Guidance: Assessment (2018) and External Expertise (2018).
The Assessment Fairness guidance, policies and procedures put in place by Middlesex University is our commitment to ensure fairness in assessment and are available at https://www.mdx.ac.uk/about-us/policies

If you have any queries or would like to know more on how this approach has been applied to modules you are studying please contact your Programme Leader.

7.2Feedback on your assignments

You will be provided with feedback on all coursework that is helpful and informative, consistent with aiding the learning and development process. The nature of the feedback shall be determined at programme level but may take a variety of forms including: written comments; individual and group tutorial feedback; peer feedback; or other forms of effective and efficient feedback.

Feedback will normally be provided within 15 WORKING DAYS of the published coursework component submission date.

7.3 How is your assignment mark agreed?

The following diagram provides an overview of the marking process for your module assessment. Further information on the role of external examiners can be found at. LEARNING AND QUALITY ENHANCEMENT HANDBOOK (LQEH) (section 4)

7.4 Anonymous Marking Assessment Policy

We have worked with the Middlesex University Students’ Union (MDXSU) to create an anonymous marking policy, in response to student feedback. Anonymous marking ensures that your identity (your name, student number and other personal/identifiable information) is not made available to academics when they are marking your work. This means that you can have confidence that your assessments will be marked fairly and consistently. However, there are some forms of assessment for which anonymity cannot be guaranteed and these are recognised in the policy. We believe that it is important to provide you with the support and guidance needed to help you develop and prepare for your final assessments (those which count towards your final grades i.e. summative assessments). Therefore, anonymous marking will not apply to learning activities and assessments that do not contribute to your final grades (i.e. formative assessments). If you require further information and support to understand how anonymous marking works in your programme modules please contact the Module Leader for more information.

We now look at each component of assessment for this module in detail. Each of the following tables provides an overview of the requirements for each component. The support provided for each component along with the feedback arrangements, is also detailed below.

7.5.1 Assessment 1 Individual set of digital marketing business recommendations based on evidence and analysis - presentation

Assessment scenario:

It’s Monday morning, and you have arrived as a new digital marketing manager. Your computer and email are set up for you.. Before joining the company, you did some basic desk research that allowed you to develop your thinking around the business.
An email arrives in your inbox:

Hello, and welcome to the business. I’ve not been happy with our digital process for a while now and believe we could do much better. As a priority, we need a set of digital marketing business recommendations. You will need to present your presentation document outlining your digital marketing recommendations that the company board will discuss in the next few weeks.
As a professional digital marketing manager, we are looking for you to develop recommendations based on research and analysis, not opinion. look forward to the delivery of your structured business-focused presentation document. This is important for the future of the business.

Yours, the CMO.

Your presentation document will need to be in the form of a PDF version of the slide deck, with the referencing clearly visibly within each slide and the full reference list at the end of the document using Harvard
referencing.

Slides 1-2: The following headings should be used as guidance:

• Organisation name
• Student name and ID
• Organisation information – To include type of organisation, size of organisation, range of products and services, customer base and main competitors (where not covered in the specific background below)
• Specific background – Provide a background to the chosen organisation that gives an overview of the key customer segment and the level of maturity in the digital marketing to loyal/engaged customers

Slide 1 and 2: Section 1: Customer Segment (10 marks)

Produce an infographic of your customer segment. You will need to look at a number of sources that will help build a single view of the segment.

Slide 1: Infographic
Slide 2: Main points you conclude from the infographic with justification

Slides 3-6: Section 2: Customer Journey and Persona (20 marks)

Create a customer journey and persona based from the information gathered in section 1
Slide 3: Persona
Side 4: Main points you conclude from the Persona with justification Slide 5: Customer Journey
Slide 6: Main points you conclude from the Customer Journey with justification

Candidates will need to fully understand the concept of personas and customer journey, and, through the application of appropriate investigation into the key customer segment and loyal/engaged customers, determine:

• the customer persona and related digital behaviour
• the customer journey as a loyal customer; a researched journey, not theoretical and, given that trust is a key element of loyalty:
• trust touchpoints: is trust established/enhanced?
  Candidates should provide evidence through reference to theory and factual data, rather than anecdotal comments; and through the combined application of these, the final content should include:
• key segment loyal customer persona and particularly digital behaviour
• customer journey as a loyal customer
• trust touchpoints in the customer journey.

Slides 7-10 Section 3: Customer Experience (20 marks)

Slide 7: Identified and critique relevant digital technologies used in the current full customer journey (audit from TOF to BOF) as well as new opportunities
Slide 8: Main points you conclude from your critique with justification Slide 9: One main technology discussed in more detail
Slide 10: Critique of the one main technology to enhance the customer experience with justification

Investigate and identify relevant digital technologies that can influence the customer behaviour of the key segment. Focusing on ONE of these technologies, discuss how the organisation can utilise this to enhance the customer experience, support with evidence.

Slide 11-15: Sections 4: Managing Channels (25 marks)

Slide 11: Methods of generating awareness for the persona identified Slide 12: Critique of generating awareness with justification
Slide 13: Competitor analysis of digital technologies against your chosen Organisation
Slide 14: Critique of competitor analysis of digital technologies
Slide 15: Recommend the best approach to engaging/converting the persona.

Evaluate the methods of generating awareness for the persona identified, using the channels selected, along with the details of how you could measure, success or failure.

Analyse the paid owned and earned channels used by a competitor to the organisation you have selected and recommend the best approach to engaging/converting the persona with justification.

Slide 16: Section 5: Digital Disruption (5 marks)
Discuss how digital might open up new opportunities through digital disruption for any company and how you might pivot towards these to make the best use of them, thinking about any limitations. You must provide evidence in the form of research to demonstrate you have read widely and have critiqued.

Which new tech

General issues to consider when adopting new bleeding edge tech
-will the consumer welcome this
-SME culture, organisational capability, where to start

Presentation and the range of data gathering 10 marks
Range and Quality of Referencing 10 marks

Assessed learning outcome (s)

1.Investigate and appraise marketing and digital marketing concepts, techniques, channels and tools in various digital marketing contexts and trends.
2.Recognise the role and pace of digital disruption and how businesses manage this rapid change.
3.Analyse, argue and defend channel and tool mix by applying marketing models and frameworks related to consumers’ needs and business goals while exploring ethical issues.
4.Investigate and construct different industry practice mapping techniques.

MKT4171 Assessment Marking Criteria Rubrics

Learning Planner TBC

1. University 20-point Scale