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MKT3008S

Academic Year 2024/2025

Digital Marketing Practice (MKT3008S)

Subject:
Marketing
College:
Business
School:
Business
Level:
3 (Degree)
Credits:
10
Module Coordinator:
Dr Orna O'Brien
Trimester:
Autumn and Summer (separate)
Mode of Delivery:
Blended
Internship Module:
No
How will I be graded?
Letter grades

Curricular information is subject to change.

This is module is a hand-on practical course introducing the concepts and knowledge on Search Engine Marketing (SEM), equipping students with the practical skills in planning, creating and implementing search marketing programs. Also, this module will cover analytics, such as google analytics and reports (Visitors, Traffic sources, Content), and Web metrics to monitor search health.

About this Module

Learning Outcomes:

Learning outcomes: Upon completion of the subject, students will be able to
(a)    Apply the search engine marketing concepts and knowledge to develop effective marketing programs
(b)   Evaluate the use of various search marketing and analytics tools and their limitations
(c)    Discuss the impact of search engine marketing and analytics on business performance
(d)   Articulate the challenges and future development of search engine marketing.

Student Effort Hours:
Student Effort Type Hours
Specified Learning Activities

85
Autonomous Student Learning

102
Lectures

20
Total

207

Approaches to Teaching and Learning:
Students will attend classes for this module and have the opportunity to engage in active learning during these sessions. There will be in-class discussion and group work to analyse module concepts. Where appropriate, the module will incorporate case based learning.

Requirements, Exclusions and Recommendations

Not applicable to this module.


Module Requisites and Incompatibles
Not applicable to this module.
 

Assessment Strategy
Description Timing Component Scale Must Pass Component % of Final Grade In Module Component Repeat Offered
Assignment(Including Essay): Continuous Assessment Week 7 Standard conversion grade scale 40% No
40
 No
Exam (In-person): Examination Week 15 Standard conversion grade scale 40% No
60
 No

Carry forward of passed components
No
 

Remediation Type Remediation Timing
Repeat Within Two Trimesters
Please see Student Jargon Buster for more information about remediation types and timing. 

Feedback Strategy/Strategies

• Group/class feedback, post-assessment

How will my Feedback be Delivered?

General feedback is provided to students on all their submitted assessment components.

Name Role
Rohaizatul Anuar Tutor
Dr Christina Burke Tutor
Ms Michele Connolly Doran Tutor
Dr David DeFranza Tutor
Dr Marija Grishin Tutor
Shirley Ho Tutor
Timotheus Lee Tutor
Mr Thomas McAlinden Tutor
Rachel Sim Tutor
Chee Shong Tan Tutor
Shengjie Tan Tutor
Charlene Tan Puay Koon Tutor
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