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2018/19 Taught Postgraduate Module Catalogue

LUBS5449M Digital and Interactive Marketing

15 creditsClass Size: 276

Module manager: Dionysius Ang

Taught: Semester 2 View Timetable

Year running 2018/19

Module replaces

LUBS5448M and LUBS5486M

This module is not approved as an Elective

Module summary

The proliferation of digital media has profoundly changed the way in which businesses reach, engage, interact, and maintain relationships with consumers. The course will provide students with a critical understanding of how digital media could be integrated with interactive marketing and broader techniques and strategies. By providing an in-depth knowledge of the core features and characteristics of various digital media channels, students will be able to appreciate the scope and breadth of digital marketing communications. In addition, students will learn how to combine digital and interactive marketing concepts within a strategic planning framework in order to create integrated online and offline marketing strategies and plans. Finally, the course will provide students with the tools to evaluate and optimize these marketing strategies and plans. Opportunities to experience and analyze the effects of creating a digital and interactive marketing strategy for a business will be provided through applicable projects and assignments.


The media landscape has undergone significant changes in recent years where digital media channels are increasingly dominant. Thus, it is imperative to understand the inner workings of digital media channels and how they can be integrated within interactive marketing strategies to build strong customer relationships for retention and acquisition.
The module aims to provide a solid grounding in the fundamental principles of interactive marketing in the context of digital media. It will evaluate the core features of various media channels, and how to utilize them critically to manage the customer journey, as part integrated digital marketing campaign. The module utilizes simulation tools and practical examples, to demonstrate how digital media such as emails, websites, and banner display ads can be evaluated and utilized in an integrated marketing campaign. In addition, the module equips students with the skills to critically evaluate and measure the outcomes of digital marketing campaigns.

Learning outcomes
Upon completion of this course, students will be able to:
- Demonstrate knowledge of the fundamental concepts underpinning digital and interactive marketing
- Critically evaluate and apply related relationship marketing concepts
- Integrate direct and digital marketing concepts within a wider communications strategic planning framework
- Gain a systematic understanding of the core features and characteristics of various digital media channels
- Critically apply the knowledge of digital media to acquire, retain, and engage customers within the broader consumer relationship marketing discipline
- Critically assess digital strategies and produce informed, detailed, measurable, operational plans to address identified business problems


Topics we will cover:
- Principles of digital and interactive marketing
- Direct response and data management foundations
- Digital customer journey and experience
- Display advertising to raise awareness and acquire customers
- Content marketing
- Mobile marketing to raise awareness and acquire customers
- Email marketing to build customer relationships
- Integrated digital marketing
- Measuring and evaluating digital marketing programs

Teaching methods

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

Private study

Students will be provided with a detailed reading list as well as a recommended textbook. These readings will correspond to the lectures and will aid their understanding of the lectures. Mini quizzes or exercises will be incorporated into the lectures to ensure that students comprehend these materials and are following the lectures.
In the first part of the module, written case studies will be provided during the seminar sessions. Reading the provided journal articles and textbook chapters will enrich the discussion and activities in the seminar sessions. In the second and third part of the module, students will have to create and optimize a digital marketing campaign on a simulation tool in groups. Given the limited amount of time in the seminars, students will have to conduct group meetings to discuss their strategies and complete parts of the simulation independently. Throughout the module, students will be expected to apply the theory taught in the lectures in their answers for the case studies and the digital marketing simulation.

Opportunities for Formative Feedback

- Formative feedback will be given during seminar sessions when covering the case-study work during in-class discussions.
- In addition, the seminar sessions corresponding to the digital marketing simulation, feedback will be provided following every round to demonstrate how theories and frameworks taught in the lectures could be applied, as well as highlight strengths and weaknesses.
- Feedback on the group video presentation will serve as additional feedback for the final individual project report.
- Summative feedback will be provided for the assessed course-work.

Methods of assessment

Assessment typeNotes% of formal assessment
Group ProjectVideo presentation30.00
Report2,000 word Individual report70.00
Total percentage (Assessment Coursework)100.00

Resit for this module will be 100% by 2,000 word individual report.

Reading list

The reading list is available from the Library website

Last updated: 18/01/2019


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