BSc (Hons) Digital Marketing Bachelor's degree at the University of Derby

This introduction to the “fundamentals of marketing” module will provide you with a basic understanding of the current and emerging marketing principles and techniques within the business environment. It seeks to establish that sustainable market success within a highly competitive environment can only be achieved by developing products or services based upon an understanding of the external environment and customers’ needs and wants. During the module you will not only consider how to add value for customers and other stakeholders but also learn to assess the impact that marketing activities have on consumers’ lives. Your assessment is coursework-based, designed to enable you to demonstrate

Assessment: Coursework

This ‘Introduction to Digital’ module will set the scene, explain the landscape and give students an appreciation of the emerging and unruly world of digital marketing. Students will evaluate best and weak practice in digital marketing and develop an understanding of the process of acquiring, retaining and converting customers in an omni-channel environment. This module will explore underlying concepts and principles of social media and the opportunities and challenges of its use within digital marketing. The assessment will prepare the students for employment by developing key transferable personal skills in responsibility and management of online marketing activities.

Assessment: Practical

The module allows students to develop a clear appreciation of the important role of Advertising as a major element of the communications mix and how this needs to be co-ordinated, integrated and managed to deliver effective advertising which satisfies a client’s advertising objectives. The module seeks to expose students to the diversity of advertising approaches and techniques utilised in today’s business environment by allowing them to examine examples in the public and private sectors and there by develop an appreciation of the problems and issues associated with managing and planning advertising output. Students will have the opportunity to visit Advertising Agencies to see at first hand

Assessment: Coursework

Customers are faced with almost unlimited choice of products and services that are likely to satisfy their needs and wants, coupled with an ever growing number of channels through which to purchase. This makes it increasingly difficult for organisations to cut through the clutter of communication and to make themselves visible to prospective buyers. Developing powerful brands is one such way in which to attract the attention of customers. The branding and popular culture landscape is dominated by the marketers, the promise makers the people who commission the neon lights and the funky adverts. In our consumer society brands have become an obsession. But an often forgotten fact is that the pe

Assessment: Coursework

The aim of this module is to introduce you to visual design as an integral part of marketing communications in the past, present and future. You will examine different concepts, movements, ideas, approaches and ways of using visual communication across a range of media. You will also consider cultural preferences and the increasing need for visual communication to transcend international barriers for global brands. You will explore this through a series of lectures, discussions, activities and visits to destinations such as the Museum of Brands, Packaging and Advertising in London or other exhibitions. You will be introduced to the Adobe Creative Cloud package to help you design a range of m

Assessment: Practical

Understanding the way in which a business works and all the elements that lead to its success are the basis for this module. Whatever your ultimate role in Marketing management, the wider creative industries or as a self-styled entrepreneur, an understanding of fundamental business principles will enable you to devise and execute realistic, successful campaigns. The module provides the opportunity to develop a new business concept from the inception of a company through to the launch of a new product/service idea which requires external investors to take it to the next phase. The module will explore how and why companies are structured as differing legal entities, the need for communication

Assessment: Coursework

For those who aspire to marketing executives this module will enable you to take your first step. Founded and designed with our business partners, students will have the opportunity to work with organisations and experience first-hand how creative campaign planning combine in practice to achieve profitability. The process will consolidate your learning by its application to current marketing problems faced by organisations in ‘real-time’. The learning, experience and confidence you gain as a result will enable you to become an exceptional executive with marketing skills and knowledge and the personal skills to make an impact. You will be able to implement your proposals within a real organis

Assessment: Coursework

For companies to compete in today’s increasingly competitive market place, communicating effectively with consumers and stakeholders is essential for survival. Marketing Communications plays a central role in this increasingly dynamic environment where all elements of the marketing mix and the communication of brand values combine to establish competitive advantage. Through this module you will explore why an integrated approach to marketing communications is essential if such communications is to be both efficient and effective. With the continued rise of digital media it is essential to consider how media converge and diverge. The module has been informed by businesses across a wide spectr

Assessment: Coursework

Modern day businesses depend upon good marketing research to inform decision making in a number of areas from product design and innovation to understanding customer needs and wants. Increasingly organisations are trying to delve deeper into the mind sets of their customers in order to develop products and services which will give them a competitive edge. In this module you learn how to design and carry out research at this deeper level and this will equip you with relevant skills which employers are seeking. The module has been designed after research and consultation with the Chartered Institute of Marketing and with business representatives to ensure it is relevant for meeting the needs o

Assessment: Coursework

This ‘Digital Tools, Technology and Platforms’ module will provide a solid grounding into the latest online tools, technologies and platforms available to businesses. Underpinned by theory and the latest research, you will discover the different elements and principles of the digital landscape as well as learning how to use and practically apply the technology. During this module you will discover and evaluate the tools appropriate for the customer journey and gain critical understanding of best and weak practices of business social media content. This module will contribute towards key skills sought by employers, including; understanding of digital tools, development, creation and managemen

Assessment: Coursework

This module will give you the tools, techniques and theory behind how digital marketing works within a business environment. During this module you will learn about best practice and key elements of managing digital marketing in an ‘always on’ 24/7 environment. You will learn how to audit and evaluate competitors’ digital footprints as well as understand how to gain consumer insights using digital techniques. Your assessment is coursework-based, designed to provide practical life and employment skills, developing an outline digital marketing plan. This assessment will contribute towards key skills sought by employers, including: evaluation, understanding of digital tools, presentation and bu

Assessment: Coursework

In this module, you will learn about one of the most versatile and flexible forms of promotion used by marketing professionals all over the world. Advertising is used for products and services, by commercial and non-commercial organisations and across a range of media. You will examine: where advertising fits in the promotional mix and in developing a successful brand the use of advertising in a broad range of traditional and new digital media the history of advertising and how it is affected by cultural change current issues in advertising, such as equality, diversity and inclusion and the popularity of various media channels the blurring relationship between marketing team and advertising

Assessment: Coursework

Satisfying customers, consumers and clients is a priority for all organisations if they wish to survive and prosper. This can only be achieved if organisations are able to see the world through their customers’ eyes, understand the often seemingly irrational nature of their purchasing behaviour and respond with appropriate products, services and processes. This module provides you with the opportunity to apply and further develop some of the knowledge and skills you have acquired in previous modules to delve into consumers’ conscious and unconscious motivations for their purchases and consumption behaviour. It provides a foundation for analysing and evaluating customer needs and wants. Worki

Assessment: Coursework

Many contemporary business firms rely heavily on the adoption and use of a portfolio of IT applications and information assets (e.g. database, transaction-processing and decision support systems, web-based interfaces and e-business platforms). This diverse portfolio of systems and data, together with the various groups of staff who maintain or manage them, collectively comprise the corporate ‘IT landscape’ of the firm. A systematic understanding of this multifaceted landscape, and the way it is resourced, organised and developed, is important for the practice of developing an IT architecture. An IT architecture is an enterprise-wide framework (or strategy) which provides coherence, coordinat

Assessment: Exam

Developing Marketing Strategies that focus on customers are often stated as priorities for modern day businesses. However in practice this is difficult to achieve and may require business leaders to significantly change their mindsets to deliver effective and sustainable change, which engages both employees and customers. In this module you will be able to examine the marketing strategies of those organisations that are thriving and successful and those that are failing. The module will go beyond the traditional models of market analysis and planning. We will be seeking to look at strategy from a creative point of view (and not just as an analytical approach taken by some). We will look at h

Assessment: Coursework

This module looks at specific channels and platforms, why some work and why others fail. You will develop your critical thinking skills, learning to evaluate arguments and make judgements to develop appropriate solutions for the challenges of business marketing. This module will show you the implementation and application of digital marketing, supported by academic underpinning. How it is used by organisations and the changes taking place. During this module you will learn about best practice and key elements of managing digital marketing.

Assessment: Coursework

Online communities encompass forums, social media and blogs. They are often the first places consumers seek reviews and opinions and have created new job roles within organisations. The role of an online community manager involves creating a community that customers wish to visit, activity engage and share with friends. It also involves establishing ground rules and managing comments, reviews and feedback. This module provides a strategic framework based on academic theories and models to create an online community. Students will learn how to apply academic theory to develop business online communities and provide appropriate solutions to the challenges faced when managing a community

Assessment: Coursework

This module assesses the importance of designing and delivering marketing which effectively applies an understanding of customer expectations (and beyond). The module will highlight the impacts of service variability, perishability and demand fluctuation on marketing. It will also consider the measurement of customer expectations and perceptions and satisfaction monitoring. The need for and process of resource planning and the management of service encounters will also be encountered. The importance of the service sectors is growing in all national economies and is increasingly provides the basis for national comparative advantage. Tourism, leisure, retail, entertainment, sport and events a

Assessment: Coursework

As a student of Marketing and a future Marketing professional, you must have a thorough understanding of the added complexities involved in global marketing and how these impact on the formulation of marketing plans and strategies. Organisations in all sectors and industries face increasing international competition; this could be from multi-nationals or competitors establishing themselves in their domestic environment, the need for foreign suppliers or indeed when they seek to establish operations abroad. This module seeks to build on the knowledge and concepts you will have encountered at earlier stages of the programme. It aims to familiarise you with a range of issues and concepts encoun

Assessment: Coursework

This module gives you the opportunity to make a personal choice regarding the topic and format of your study. You may wish to extend aspects of your final and previous year subjects to more depth along with refining your research skills by means of a traditional research project. Alternatively you may choose to examine a business situation in depth, develop a creative advertising campaign or develop a marketing plan with ideas for creative execution. You could analyse and test the theories, principles and concepts addressed in the classroom environment in the reality of a private, public or community sector organisation by means of a pathway related report. The independent study is an indivi

Assessment: Coursework

Copywriting and creativity are key skills in the world of advertising and marketing. Whether you are writing the copy, designing the text or producing the artwork, the art of getting the message across to the target market is crucial. Not all of us are artists and designers; not all of us are creative, but we may have to brief, manage and feedback to those who are and it is therefore necessary to understand what they do. This module examines creativity in advertising and marketing and allows you to experiment with different kinds of copywriting for different media, ranging from traditional print and broadcast to ambient and social media. You will explore the different audio, visual and writt

Assessment: Coursework

This module has been developed in response to demand from employers for graduates who understand the importance and complexity of branding for 21st-century marketing. One of the key challenges for organisations and individuals (eg celebrity) is to create distinctive, sustainable and differentiated identities and positions for themselves in an increasingly cluttered marketplace. Developing celebrity and brands based on other forms of popular culture that accurately and effectively reflect their goals, values, personality and aspirations on the one hand and benefits and satisfaction sought by a variety of customers on the other is one way in which organisations can increase their visibility, d

Assessment: Coursework

This module aims to provide you with knowledge of ethical issues involving business, in particular it is concerned with the implications for marketing. The module aims to develop your capacity to critically engage with issues such as human rights, environmentalism and sustainable development, consumerism and Corporate Social Responsibility (CSR). Ultimately, the aim of the module is to enable you to recognise and reflect upon complex ethical problems with a view to enhancing your analytical and decision-making skills which are valuable for employability in international businesses. The role of sustainability as an integral component of business strategy is becoming more common. A number of f

Assessment: Coursework