BEMM782
Digital Marketing Planning
2024-25
Module Overview
This practical and dynamic module will enable you to apply strategic marketing principles in a specific digital context. You will also learn valuable skills in how to approach and structure digital marketing campaigns, combining theory, strategy, creativity and implementation.
The assessment will be based around a real case study organisation (a local charity). You will have the opportunity to share your ideas with the client and make a genuine difference to the success of the organisation.
Be prepared, this module moves at a pace - and it will be both challenging and fun! You may find yourself working in a style. and format that is unfamiliar to you.
However, the skills you learn will prepare you well for the world of marketing consultancy and marketing management.
Intended Learning Outcomes (ILOs)
These are published on the course page of the website:
https://www.exeter.ac.uk/study/studyinformation/modules/info/?moduleCode=BEMM782&ay=2024/5&sys=0
It’s important to review and understand the ILOs, as not only do they highlight what you will learn during this course and how this will support your future personal and professional aims, but it also highlights what you will be assessed on.
Module-specific skills
1. Create an effective digital marketing plan in response to a customer brief.
2. Effectively utilise digital marketing tools to complete a detailed digital marketing audit and benchmark performance.
3. Propose detailed, well-evidenced and co-ordinated proposals for marketing actions.
Discipline-specific skills
4. Critically reflect on digital marketing practices and performance.
5. Identify and evaluate relevant data to build a detailed understanding of customer needs and behaviour.
Personal and key skills
6. Effectively communicate detailed, evidence-led and compelling recommendations.
7. Exhibit highly developed analytical and evaluative skills.
Graduate Skills to Thrive
There are opportunities throughout this module for you to develop and demonstrate many of these skills. Remember to RECORD and REFLECT on your skills development in your Skills Portfolio on Handshake.
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Digitally Fluent
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• Analysing digital marketing performance, including Google Analytics data.
• Recognising key social media applications for marketing.
• Recognising the role of websites and search engines in digital marketing.
• Skills in digital research: finding and assessing data.
• Understanding digital marketing communication channels and platforms.
• Practical skills in content design, using appropriate software (possibly including AI).
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Critical Thinker
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• Analysis and assessment of information.
• Interpreting and prioritising data in a given context.
• Framing “powerful” questions.
• Linking ideas from different sources.
• Making evaluative judgements.
• Identifying opportunities, challenges, risks and limitations.
• Presenting well-justified proposals.
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Confident
Communicator
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• Active listening.
• Verbal communication.
• Providing constructive feedback.
• Adapting communication styles.
• Preparing clear and impactful marketing communications.
• Effective business writing.
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Resilient Self- Advocate
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• Working independently.
• Managing time and tasks.
• Applying new skills to an unfamiliar context.
• Seeking and using feedback.
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Innovative
Problem-Solver
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• Drawing independent conclusions.
• Identifying innovative opportunities.
• Creative thinking
• Proposing innovative and practical solutions to a business challenge, with limited resources.
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Proactive
Collaborator
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• Building authentic relationships
• Collaborating with fellow students to source information.
• Collaborating with fellow students on creative campaign concept ideation.
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Globally Engaged
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• Cultural engagement with diverse people and perspectives.
• Context awareness and taking responsibility for
economic, social and environmental impacts of ethical, commercial and sustainable decision-making.
• Recognising third-sector marketing characteristics.
• Understanding market segments and their needs.
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Principles of professional practice
This module will give you the opportunity to demonstrate these behaviours in various ways. These principles also reflect the behaviours and values which are expected of you on this module.
Remember to make a note of examples of how you demonstrate these behaviours.
Engaged
This module gives you the opportunity to engage with members of our local community and help a worthwhile cause; and I hope this will inspire you to engage with the marketing challenge! The more that you engage with the module and the assignments, the more you will enjoy them, the better your assignments are likely to be, and the more prepared you will be for the workplace.
Ethical
You will need to analyse and present data responsibly and thoroughly to convey a fair and accurate report to the client. You can also demonstrate your ethical marketing practice through your campaign messaging strategy; how you propose to gather and use customer data; and through making carefully considered, investable proposals that are likely to deliver ROI for the client.
Responsible
You will be learning new skills, in a new context, and presenting your ideas in a new format. You will need to take responsibility for keeping up with the reading and analysis, researching and solving problems and submitting on time.
Respectful
We are dealing with a real organisation who is entrusting us with their marketing brief and their data. Client information must be treated with respect and must not be divulged or discussed with any third parties. Please use a respectful tone in your assignments, as if you were addressing the client directly. You can also demonstrate respect and support for fellow students when helping each other to refine your creative campaign concepts.
Collaborative
Receiving and acting on feedback from the client is a form of collaboration, as it will enable you to refine your idea and create an impactful campaign plan which will serve the client well. The seminars are your opportunity to work with fellow students to generate creative ideas and help each other to understand unfamiliar digital platforms. (Please refer to the guidance given in Assignment 2, and ensure that you understand the difference between collaboration and collusion.)
Compassionate
Using your knowledge and skills to benefit a charity is a wonderful way to give something back to the community.
This can be a challenging module, so be kind - to others and yourself.