北安普顿学校商学院市场营销与创业的研究论文

 

SCHOOL Northampton Business School

FIELD Marketing & Entrepreneurship

MODULE TITLE Strategic Digital Marketing

 

Module Code Level Credit Value Module Leader

MKTM012 M 10 David Alcock room  C207

david.alcock@northampton.ac.uk

Telephone (01604) 89 2183

 

 

Teaching Team:  David Alcock (Module Leader).

 

 

Please note:  The assessment submission deadline is May 16th, 2011.

 

 

Module Online Support:

 

This module is supported by a comprehensive NILE site.  If you are correctly enrolled on this module you will see MKTM012 as one of your modules when you log into NILE.  If you do not, please contact IT services.

重要的是，你必须定期访问这个模块的NILE网站。正是通过这个网站，我将与你的班级进行联系更改或取消的问题，为您提供多达数分钟的支持材料和制备原则的讲解。你也应该熟悉其他网络介导的信息流程。

It is vital that you visit this Module’s NILE site regularly and frequently.  It is via this site that I will communicate with you regarding class changes or cancellations and provide you with up to the minute support materials and preparation guidelines.  You should also familiarise yourself with other web-mediated information.  Useful links, together with one or two key Internet sites supporting this module are identified on the NILE site.  In recognition of the fact that the World Wide Web is constantly evolving, this module will be based on the most up to date materials available to the module team.    Therefore please visit the site regularly. 

 

 

As a minimum preparation, you should aim to come to each week's lecture having already accessed the NILE site for specific instructions for that week, and having carried out the task/s indicated for that week in the 'Reading/Preparation' column below.  Each week your required preparation may vary and can include reading, carrying out some preparatory work for the planned workshop activity, or giving you seminar paper titles from which you are to prepare mini presentations.

 

 

The module will conform to University-wide PGMS rules and regulations.  Please note your responsibilities regarding attendance, illness and absence, coursework hand-in dates, assessment criteria, plagiarism and referencing.

 

Please note that this module runs every other week, as indicated below.

 

Scheme of Work

 

Week (Timetable Week) Date Session Topic Seminar Activity or

Workshop Activity Reading/

Preparation

1 02/02/11 Module and assignment introduction. 

Introduction to digital marketing.

Workshop: Selection of your ‘live client’ organisation for your assignment.  *(see below) Ch 1

2 16/02/11 The relationship between digital and conventional marketing concepts.

New forms of marketing intermediaries and business models. Seminar: Based on academic papers. Details t.b.a. Ch 2, 3

3 02/03/11 Buyer behaviour in a digital world.

International aspects of digital marketing.

Digital marketing formats (media). Workshop: 

Group activity. Details t.b.a. Ch 4, 5

4 16/03/11 Identifying marketing opportunities for digital applications.

Key success factors for a digital marketing strategy. Workshop:

Individual activity.  Details t.b.a. Ch 6

5 30/03/11 Promotional techniques to support digital marketing strategies.

Emphasising a CRM and value-adding strategy using digital techniques. Workshop:

Group activity. Details t.b.a. Ch 7, 8

6 11/05/11 Integrating digital strategies with the overall marketing plan and the broader functions of marketing and the rest of the organisation. Seminar: Based on academic papers. Details t.b.a.

Ch 9

7 18/05/11 Setting digital marketing goals and objectives.

Considering budgets and other resource implications for our digital strategy. Workshop: Student presentations of progress on assessed assignment. Ch 10

 

 

 

*Live-client selection

 

The assessed assignment requires you to select a real, existing organisation to work with.  The assignment asks you to prepare a strategic marketing plan for a digital aspect of the business that aims to capitalise on a new business opportunity that you have identified.  By the time you come to class in week one I want you to already have given some thought to the organisation you wish to use as you ‘live-client’.  For further details of the assignment and what to consider when selecting your live-client please see the section on assessment strategy on page 5 in this module guide.

 

Overall Aims for the Module

 

To: 

Develop students’ understanding of the range of digital marketing opportunities that are possible with contemporary communication technology platforms for a variety of organisational contexts.

Ensure students can recognise and appreciate how conventional marketing models and concepts may be adapted, adopted and applied to a range of digital marketing opportunities.

Enable students to be aware of the processes required in the development of an effective marketing strategy to support a digital marketing opportunity.

Develop students’ understanding of the contribution that a digital marketing strategy can make to the international expansion of a business and its brand.

Learning Outcomes:

 

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

 

Knowledge and Understanding

 

Examine how conventional marketing concepts and models might be applied in a digital marketing context.

Identify and be able to discuss and evaluate key success factors in the use of digital marketing techniques when seeking to create and maintain competitive advantage.

Be familiar with the current key issues and debate in respect to the development of the commercialisation of technologies suited to digital marketing.

Be aware of and able to analyse and evaluate the parameters of digital marketing practice and the major components of digital marketing strategy.

Be able to evaluate the contribution of digital media to a brand in an international context.

 

Subject - specific Skills

 

Analyse and assess the synergies to be gained from the effective integration of digital marketing tactics and techniques and how they relate to conventional marketing concepts.

Critique and evaluate a range of concepts, theories and business practices relevant to the study of digital marketing, applying concepts, principles and analytical techniques to the analysis of complex digital marketing problems including the evaluation of alternative strategies for their solution.

Locate and utilise academic literature and sources of business practice appropriate to the study of the commercialisation of computer-mediated environments like the World Wide Web and other emerging digital media.

Formulate the outline of an international digital marketing strategy and understand, synthesise and recommend appropriate measures to evaluate its effectiveness.

 

Key Skills

 

Display reasoning, critical thinking and evaluative skills, in carrying out individual and group based assignments and workshop activities effectively and efficiently.

Undertake applied research effectively and communicate information, ideas and viewpoints confidently and to an appropriate academic standard in written and verbal form.  Explain concepts, theories and business practice clearly and cogently and create and sustain a substantial argument.

 

 

 

 

 

 

 

Indicative Content:

 

THE THEORETICAL FOUNDATIONS

Contemporary theories related to digital marketing and emergent business models, including new forms of marketing intermediaries. Digital marketing and its relationship with conventional marketing models and concepts. Aspects of buyer behaviour in a digital world.  Using digital marketing in a customer relationship management strategy.

 

 

THE STRATEGIC CONTEXT

Definition and appreciation of the scope and dimensions of marketing strategy. The strategic significance and impact of technologies for digital marketing.  Integrating a digital marketing strategy with other aspects of the marketing plan.  The contextual analysis of key factors influencing digital marketing strategy– the ethical context, the business, stakeholder, internal, environmental, cultural and social contexts. The international contextual dimension.

 

 

MANAGING THE DIGITAL MARKETING PROCESS

Setting digital marketing goals and objectives.  Identifying, selecting and formulating marketing strategies for a live client.  Ensuring the integration of digital strategies with broader aspects of the marketing function.  Consideration of budgetary constraints.  Identification of skills deficiencies.  Selecting appropriate measurement and evaluation tools.  

 

 

 

 

 

Teaching and Learning Strategy:

 

The course is nominally designed for 7 three hour sessions, each comprising of lecture, seminar and workshop activities.  Use will be made of learning resources, such as videos, journals, simulations and case studies, as appropriate. 

 

The 3-hour learning/teaching blocks will utilise a variety of techniques to consolidate the preparation and reading by students. They will also contribute to skills development through a framework of interactive knowledge/experience sharing and completion of pbl activities.  The module will be structured around a "live client" and most workshop activities will be of a problem based learning type.

 

Progression through the module will also involve some guided study outside of normal tutor contact times.  This will usually take the form of suggested readings and practical research and preparation for the problem based learning sessions.  Self-study will be encouraged, particularly in areas of special interest/application to the student.

 

 

 

 

 

TEACHING, LEARNING + ASSESSMENT ACTIVITIES

STUDY HOURS

7 x 3 hour taught sessions (combination of lecture,  seminar and student-lead problem based learning activities) 21

7 x 6 hour preparation and reading (inc skills development) 42

1 individual extended assignment. 37

TOTAL

100

 

 

Assessment Strategy and Assessment Criteria:

 

Please note:  The assessment submission deadline is May 25th.

 

 

Summative assessment is based on a major assignment.  This will involve the development of an integrated marketing communications plan for a given situation.

 

 

ASSESSMENT ITEMS WEIGHTING LEARNING OUTCOMES

1 assignment, 2500 word digital marketing plan. 100% All

 

 

 

Justification of Assessment Strategy

 

The assignment asks the student to produce an outline digital marketing strategy for a "live client". It will require that the student use the concepts and frameworks introduced on the module, and so gives the student an opportunity to demonstrate a sound grasp of those concepts and frameworks and the ability to apply them in an operational situation.

 

 

 

Assessment criteria

 

Consistent with the teaching and learning strategy, the candidate is being asked to extract salient and relevant points from the course of study and apply what has been learned to a practical situation. Creative application of these to a realistic context, leading to the development of well-justified and practical recommendations in the framework of a coherent plan will be looked for.

 

 

Assessment Guidelines

 

 

As noted above, the formal assessment for this module is comprised of one assignment.  This assignment is designed to assess both your knowledge and skills in the whole of this module.  Your attention is therefore drawn to the list of aims and learning outcomes as presented on pages 2 and 3 of this document and you should ensure that you have considered each of them in your work; this is what you will be assessed on and what will determine your grade for the module.

 

In the first week of the module I will be asking you to select a ‘live client’ organisation to work with throughout the module.  This organisation will be the organisation on which you base your assessed assignment project.

 

 

Criteria for your client organisation:

It is not a requirement that your organisation be in the private sector, however it is very important that it has a marketing focus.  If it does not, it is unlikely that you will be able to apply the material from this module.

Your client organisation must be an organisation that is currently operating in both a ‘bricks’ and ‘clicks’ environment.  Although you will be analysing the company’s business environment for new marketing opportunities it is not the intention that you start a digital business from scratch!

Your live client organisation should be substantial enough to make worth studying.  It is unlikely that that a sole trader organisation will provide sufficient opportunity for you to demonstrate your knowledge and skills in this module.

 

 

Your Task

You are required to produce an outline ‘digital strategic marketing plan’ for your live client project organisation.  Please note, the format we will use for the plan is presented in Chapter 10 of Smith and Chaffey.  We will consider http://www.ukassignment.org/gjscthis chapter in class in our final session, but I strongly advise you to read this chapter before you start work on this assignment.

 

Your marketing plan should be a maximum of 2,500 words in length (+ or – 10% and excluding appendices).  Your marketing plan will of course have a number of components, or sections to it, and is likely to include an appendix.  Although a marketing plan is a very practical document you are required to support your plan with well referenced, critical analysis, reflection and debate.  You should draw on a range of theories and concepts presented in the course plus suitable readings from a range of relevant journals in order to justify your marketing plan.

 

 

Additional guidelines and more in-depth details of the grading criteria will be provided in a separate document later on in the modul

 

 

Reading and Other Learning Resources

 

Please note, I consider the book by Smith and Chaffey to be a required purchase.  The syllabus of the module will follow this text very closely and many of the workshop and seminar activities will come from it.  

 

 

Core text:

 

Chaffey D, and Smith P R (2008) eMarketing eXcellence 3rd edition. Oxford. Elsevier Butterworth-Heinemann