MKT4013S Digital Mkt & Social Media Mgt

Academic Year 2023/2024

"Module Descriptor:
This module provides foundational skills required to form, conceptualize, plan, deliver and monitor marketing
communication campaigns in different digital media (websites, social media, etc). 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 digital marketing
and social media platforms. The module will emphasize both theory and real-life applications of digital campaigns, and
provide an overview of emerging opportunities. 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

What will I learn?

Learning Outcomes:

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. "

How will I learn?

Student Effort Type	Hours
Lectures	20
Specified Learning Activities	80
Autonomous Student Learning	150
Total	250

Am I eligible to take this module?

Requirements, Exclusions and Recommendations

Not applicable to this module.

Module Requisites and Incompatibles

Not applicable to this module.

How will I be assessed?

Assessment Strategy

Description	Timing	Open Book Exam	Component Scale	Must Pass Component	% of Final Grade
Project: Project	Unspecified	n/a	Graded	No	60
Assignment: Assignment	Unspecified	n/a	Graded	No	40

Carry forward of passed components
No

What happens if I fail?

Remediation Type	Remediation Timing
Repeat	Within Two Trimesters

Assessment feedback

Feedback Strategy/Strategies

• Group/class feedback, post-assessment

How will my Feedback be Delivered?

Not yet recorded.

Associated Staff

Name	Role
Rohaizatul Anuar	Tutor
Tan Boon Hua	Tutor
Dr Christina Burke	Tutor
Ms Michele Connolly Doran	Tutor
Mr Yansong Hu	Tutor
Rachel Sim	Tutor
Charlene Tan Puay Koon	Tutor

When is this module offered?


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