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2015/16 Taught Postgraduate Module Catalogue

LUBS5448M Direct, Digital and Interactive Marketing

15 creditsClass Size: 200

Module manager: Tony Aldred
Email: A.Aldred@leeds.ac.uk

Taught: Semester 2 (Jan to Jun) View Timetable

Year running 2015/16

This module is not approved as an Elective

Module summary

This module has a practical focus where working in groups, student teams address a contemporary business opportunity to implement a direct / digital relational marketing strategy/plan and to support/ integrate this within broader communication strategies. The implementation of strategy will be underpinned by critical knowledge of current theory, debate and practice within the discipline.

Objectives

This module aims to provide students with the knowledge and skills to assess and integrate the key concepts of Direct, Digital, Interactive marketing within the broader theory of consumer relationship marketing, addressing customer acquisition approaches and retention and loyalty based activity.

Learning outcomes
Upon completion of this module students will be able to:
- Evaluate and apply critical knowledge and synthesis of the core theories and contemporary debate in direct and digital/interactive marketing within the broader consumer relationship marketing discipline
- Assess an organisational opportunity to apply concepts and theory to resolve a business problem
-Apply knowledge of the discipline to develop critically evaluated strategies and produce informed, detailed, measurable, operational plans to address identified business problems
- Produce customer relationship focused Direct/Digital marketing strategies and plans

Skills outcomes
Upon completion of this module students will be able to:
Transferable
- Work as an effective team player
- Deploy high quality written communication skills


Syllabus

Indicative content
Coverage of current concepts and theories underpinning the discipline: Relationship Marketing, Direct, Digital, Database and Interactive marketing, Customer Loyalty and Integrated Marketing Communications. Assesses practical applications for: Market and business analysis, Customer Acquisition / Customer Retention planning, Lifetime value, Customer Journey, Media planning, Testing, Budgeting and Measurement.
Key learning is developed through team lead activity to produce specific strategies and plans to address organisational marketing objectives.

Teaching methods

Delivery typeNumberLength hoursStudent hours
Lecture102.0020.00
Seminar101.0010.00
Private study hours120.00
Total Contact hours30.00
Total hours (100hr per 10 credits)150.00

Methods of assessment


Coursework
Assessment typeNotes% of formal assessment
Group ProjectFinal Report, 20 pages / approx 6,000 words100.00
Total percentage (Assessment Coursework)100.00

Normally resits will be assessed by the same methodology as the first attempt, unless otherwise stated

Reading list

The reading list is available from the Library website

Last updated: 06/01/2016

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