MKT4024H Digital Communications Manage

Academic Year 2022/2023

Digital Communications Management provides a foundation in the fundamental skills required to form, conceptualize, produce, deliver and respond to communications in different digital media (websites, social media, mobile, and other machine-readable formats). The module is designed to help students improve their awareness of evolving and emerging communications options, evaluate tools and their relevance to achieving marketing objectives, and create compelling campaigns that take advantage of the power of social and mobile technologies.

The module will emphasize both theory and real-life applications of social and mobile technologies, and provide an overview of emerging opportunities in cloud technology, the Internet of Things and augmented/virtual reality. The aim of this module is to help students develop analytic ability in assessing the role of digital communications in the overall business strategy, while also encouraging interactive, hands-on implementation and practice of social media marketing techniques, mobile marketing, content development and reporting methodologies.

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Curricular information is subject to change

Learning Outcomes:

The module aims to develop students’ strategic, analytical and practical skills in digital communications management. On completion of this module students will be able to:
Understand the key trends in the evolution of social and mobile marketplaces and their impact on current digital communications practices.
Understand the omni-channel customer journey and the marketing mix needed to support traditional, digital and combined buying cycles.
Critically appraise the range of digital communications options, in particular the social and mobile tools, available for achieving marketing objectives.
Apply key strategies to the development of a digital communications plan, using a structured framework for research and decision making.
Assess the impact of digital communications activities
Develop practical skills in digital communications technologies such as blogging, social media marketing, mobile marketing and digital advertising
Develop a perspective on future trends in digital communications and their role in an integrated marketing strategy

Student Effort Type Hours




Requirements, Exclusions and Recommendations

Not applicable to this module.

Module Requisites and Incompatibles
Not applicable to this module.
Assessment Strategy  
Description Timing Open Book Exam Component Scale Must Pass Component % of Final Grade
Continuous Assessment: Mini-assignments/participation Unspecified n/a Graded No


Assignment: Drive web traffic Unspecified n/a Graded No


Group Project: Social media + mobile audit report and presentation Unspecified n/a Graded No


Essay: Research and write a strategic piece of content marketing Unspecified n/a Graded No


Carry forward of passed components
Resit In Terminal Exam
Spring No
Feedback Strategy/Strategies

• Group/class feedback, post-assessment

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Name Role
Ms Susan Calderon Urbina Tutor
Wincey Cheung Tutor
David Chu Tutor
Miss Clare Griffin Tutor
Andy Luk Tutor
Dr Julie Schiro Tutor

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