Digital and Social Media Marketing (DSMM) Module

Overview of DSMM

Welcome to the Digital and Social Media Marketing (DSMM) Module. This module introduces the principles of digital and social media marketing and corporate communication strategies using social media. It outlines theories and drivers of social media in today's marketing landscape. It also examines how organisational development is driven by incorporating digital and social media into their business strategies.

In addition, DSMM explores how digital and social media enables and changes the consumers’ behaviour in the global marketplace. This module will integrate with related case studies, practical examples and group exercises. The module will cover areas such as: how digital and social media marketing could support an organisation in raising awareness among consumers, impacting on brand image, increasing customer's satisfaction, and building customer's loyalty and reputation. The aims of the module are:

• Enable students to appreciate the body of theoretical knowledge and concepts that underpins the subject areas of digital and social media marketing.

• Explore the use of technology, tools and techniques for digital and social media marketing (DSMM) drives, assesses the comparative roles of online/ offline e-marketing practice.

• Explore the use of technology for marketing purposes, evaluates the comparative roles of digital and social media marketing practice, and assesses some of the broader issues related to electronic marketing.

• Understand how technology can be effectively incorporated within the larger context of effective digital and social media marketing plans in today’s marketing landscape.

• Understand technological as well as strategic and organisational issues related to inter/multidisciplinary approach from experts in marketing and business paradigm. Expectations Specific expectations students can have of tutors:

• Weekly drop-in support online during office hours published on Blackboard

• Constructive formative feedback on one assignment draft per assessment during week 6 for assessment 1 and week 11 for assessment 2

• Lecture materials made available on Blackboard 14 days prior to online lecture

• Seminar activities made available on Blackboard 14 days prior to the first seminar group session in a week

• Assessment marks and summative feedback given within 3 working weeks from the  assessment submission deadline Specific expectations tutors will have of students:

• Attend all classes and arrive at classes punctually

• Read case studies provided prior to seminars and prepare answers to questions as per instructions given

• Behave professionally in classes and not to cause any disruption that might affect other students’ learning

• Actively participate and engage in class/online activities

Theories and Drivers of Social Media

• Inform tutor via email when not able to attend any classes

• Communicate with tutors in a professional manner

• Attempt all assessments by the submission deadline unless there are extenuating circumstances

Learning outcomes to be assessed

On completion of this module, students will be able to:

• Develop and critically evaluate the stages involved in developing a digital and social media marketing strategy,

• Demonstrate a critical and an advanced comprehension of the technology and tools from a strategic perspective that enables effective digital and social media marketing,

• Critically evaluate the significance of digital and social media marketing and its role as a constituent of corporate level plans, and

• Demonstrate in-depth understanding of functional and strategic digital and social media marketing and the implementation of digital and social media marketing campaigns.

Introduction - Discuss the purpose of the report. Also provide a brief profile of the organisation chosen and justify why you chose that particular organisation.

Analyse the organisation’s activities in terms of the way they use digital and social media for their business activities. For

example, which technologies they use, how they use them, the benefits and the opportunities they provide or whether the usage is a weakness for them.

Discuss the organisation’s Digital marketing Segments, Targets and Positioning strategies in comparison to their competitors.

Based on the analysis above, critically evaluate three major Digital and Social Media strategies that can be adopted by the organisation to improve their presence in the digital world supported with the relevant frameworks.

Out of the three above, select one of the strategies. Justify your selection and discuss the social media tools that can be implemented to help the selected strategy in helping to improve the organisation’s online presence.

In support of the tools, develop a GANTT chart to snapshot when and how the tools would be implemented within the 1-year plan.

Subject guides (subject-guides-libguides) are also available to help you find relevant information for assignments, with contact details of the Academic Support Librarian for your School.

Additional Resources

• Databases

• FAME – information on companies in the UK and Ireland

• Passport – market research including market sizes, forecasts, market profiles and analysis. Includes industry analyses in countries around the world.

• Mintel – consumer market research based on different sectors and insights into consumer behaviour.

• MarketLine Advantage – provides reports for UK and worldwide companies including strategy, market share, trends, mergers, acquisitions and forecasting.

• Journals

• Digital Business

• Journal of Direct, Data and Digital Marketing Practice

• Journal of Marketing

• Journal of Marketing Research

• Journal of Strategic Marketing

• Journal of Marketing Management

• Journal of Public Policy & Marketing

• Journal of the Academy of Marketing Science

• Strategic Management Journal

• Journal of Consumer Research

• Magazines

• Marketing Week

• Media Week 

Teaching at UWL during the academic year 2020-21 will be conducted using the UWLFlex model and may involve a range of on site and online teaching and learning activities. Whether you are engaging with teaching and learning activities on site or via the UWL Virtual Learning Environment, we expect the same level of commitment and engagement from you. If you are unable to attend scheduled on site or online activities or complete activities in the time frames set out, you should let your tutors know. You should aim to stick to assessment deadlines; if you are concerned that you will not be able to complete your assessments on time, you should talk to your tutors. Your engagement, whether online or on site, will be tracked and if we see that you are not engaging, we will get in contact with you. However, we encourage you to let us know if you are struggling so we can work with you to find solutions and get you back on track as soon as possible. Give yourself the best possible chance to succeed by engaging with the full range of learning and teaching activities available to you.

All students should refer to the Attendance and Engagement Monitoring Policy particularly if your  course is accredited by a professional body, or if you are an International student on a Tier-4 visa, or a student on an Apprenticeship course which have additional requirements.