DIGITAL MARKETING, ANALYTICS AND STORYTELLING WITH DATA

SHE Level 5
SCQF Credit Points 15.00
ECTS Credit Points 7.50
Module Code MMW226493
Module Leader Thomas Peschken
School GCU London
Subject GCU London
Trimesters
  • A (September start)
  • B (January start)

Summary of Content

The module is designed to provide an in depth and critical understanding of digital incl. social media theories/applications. Students will consider the evolution and range of digital marketing communications channels and social media platforms including convergence and hybrid media. Key concepts and models in digital media strategy such as consumer engagement, customer experience, word of mouth (e-WOM) and pervasiveness, use of augmented reality and VR in social media will be explored. Further, students will apply practical skills in data gathering and analytics. For this, students will review a wide range of metrics used and their relative strengths, weaknesses and validity as well as examine the use of analytics within and across different platforms. Students undertake a digital and social media audit and live enhancement project in collaboration with the university's marketing and recruitment team to ensure that theory and practice are linked in an action learning approach. This will include consideration of international issues such as accessibility due to infrastructure, political or economic issues, legal and cultural issues. Lastly, students will explore principles of storytelling with data for analysing, reflecting and presenting a compelling narrative based on the live project. In summary, the module aims to digital marketing communications practices through applying a data analytics for powerful storytelling in business.

Syllabus

Digital and Social Media Marketing -360b7 Digital and social media theories and principles and practices b7 Evolution and range of digital and social media platforms including convergence and hybrid media b7 Key concepts and models in social media strategy (e.g. consumer engagement, customer experience, word of mouth (e-WOM) and pervasiveness, use of augmented reality and VR in social media) b7 International issues such as accessibility due to infrastructure, political or economic issues, legal and cultural issues Analytics and Storytelling with Data -360b7 Digital research and data gathering approaches b7 Data analytic metrics, their relative strengths, weaknesses and validity b7 Principles of storytelling with data

Learning Outcomes

On successful completion of the module the student should be able to:- 1.Demonstrate a critical understanding of digital and social media communications within an international context CW1, CW22. Critically evaluate the effectiveness of digital and social media communications through application of data analytics CW23. Apply storytelling with data principles presenting a compelling narrative based on digital and social media marketing analytics CW2

Teaching / Learning Strategy

Theoretical concepts are delivered through the lecture programme. These concepts are further evaluated and applied in a series of intensive seminars and practicals, which encourage students to actively participate, work in teams and present ideas. All class activity requires prior directed reading and preparation. In collaboration with the university's marketing and recruitment team, a audit and live enhancement project of digital media channels will promote not just independent learning but also action learning. Further, mentoring sessions support the students in their assessment efforts for direct formative feedback on their progress. The assessment tools are designed to promote creativity, analytical skills of real-life situations and require students to apply ethical and sustainable business thinking and professional skills to present an effective marketing solution. In the initial stage in groups, students present an audit of digital and social media channels with a set of recommendations for enhancement. Students will develop the necessary skills to manage their group work through a peer-group evaluation process (i.e. minute meetings, record individual contributions, record formal roles and responsibilities, etc.). Subsequently, students will contribute to implement some of the enhancements agreed with the university's marketing and recruitment team, gathering data for marketing analytics and work individually to present a powerful narrative of the digital marketing enhancements' impact based on data. Both academic and industry speakers are utilised to enhance the teaching and learning strategy, supporting a contemporary, challenging and industry-relevant curriculum. Online learning can be used to complement face-to-face learning in a blended delivery and also as a pure online mode through the GCU Learn Blackboard VLE. The online pedagogic approach involves the use of uploaded learning materials, learning activities and engagement through both synchronous and asynchronous tools; including discussion boards, padlet, quizzes and Collaborate.

Indicative Reading

Key Reading (latest editions of): - - Christopher, M., Marketing logistics - Fernie, J., Logistics and retail management: emerging issues and new challenges in the retail supply chain - Trott, P., Innovation management and new product development Supplementary Reading (latest editions of): - Ahmed, P. and Shepherd, C., Innovation Management: Context, strategies, systems and processes - - Albaum, G., International marketing and export management - Bessant, J., Innovation and entrepreneurship - - Alexander, N. and Docherty, A. M., International Retailing, Oxford University Press, UK - Blundel, R. and Locket, N., Exploring Entrepreneurship - - Burns, P., Entrepreneurship and small business start-up , growth and maturity - Coyle, J., Managing supply chains: a logistics approach - Cravens, D. and Piercy, N., Strategic Marketing Tenth Edition - David, P., International logistics: the management of international trade operations - Davies, M., International transactions in goods: global sales in comparative context - Drucker, P., Innovation and entrepreneurship practice and principles - Ellis, T., The new pioneers: sustainable business success through social innovation and social entrepreneurship - Harrison, A., Logistics management and strategy, competing through the supply chain - - Haynes, K., Managing services: challenges and innovation - - Hill, C., International business: competing in the global marketplace - Inama, S., Rules of Origin in International Trade - Lysons, K., Purchasing and supply chain management - Midgley, D., The innovation manual: integrated strategies and practical tools for bringing value innovation to the market - Morrison, J., The international business environment global and local marketplaces in a changing world - - Nijssen, E., Entrepreneurial Marketing - - O'Sullivan, D., Applying innovation - Rushton, A., The handbook of logistics and distribution management - - Tidd, J., and Bessant, J., Managing Innovation - Tidd, J., Strategic innovation management - - Varley, R., Retail product management: buying and merchandising - Vezzoli, C. Product-service system design for sustainability Waters, D., Global logistics: new directions in supply chain management Journals: Journal of International Business Studies Journal of Common Market Studies Journal of World Business Journal of Marketing Journal of Business Research Entrepreneurship Theory and Practice Journal of Business Venturing Entrepreneurship and Regional Development International Journal of Entrepreneurial Behaviour and Research Other sources: - - LexisNexis Butterworths - UK Commentary Content Set, Customs & Excise Manuals - - US Harmoised Tariff, <http://hts.usitc.gov/> - www.prme.org - United States. Bureau of Labor Statistics, U.S. import and export price indexes [electronic resource]

Transferrable Skills

By the end of this module students will have gained competence in the following key areas: TRADITIONAL ACADEMIC SKILLS - - Ability to apply knowledge to real-life scenarios - Logical deduction and critical analysis, - Problem-solving - Written and Spoken communication - Computer literacy and research skills PERSONAL DEVELOPMENT SKILLS - - Self-confidence - Self-discipline - Awareness of strengths and weaknesses - Creativity - Knowledge of international affairs - Honesty and regard for others ENTERPRISE OR BUSINESS SKILLS - - Entrepreneurial skills in the context of innovation - Ability to prioritise tasks and time management - Interpersonal skills - Presentational skills - Ability to work in teams and leadership skills, commercial awareness, flexibility, innovation, independence and risk-taking

Module Structure

Activity Total Hours
Practicals (FT) 6.00
Independent Learning (FT) 72.00
Lectures (FT) 24.00
Tutorials (FT) 2.00
Seminars (FT) 6.00
Assessment (FT) 40.00

Assessment Methods

Component Duration Weighting Threshold Description
Portfolio n/a 70.00 45% Portfolio (Individual) - 10 infographics with 150 word captions plus 500 word executive summary - 2000 words total - telling a digital marketing data analytics based story
Presentation n/a 30.00 45% Presentation (Group or DL individual with group discussion) - presenting a digital and social media audit with recommendation for areas of enhancement (15-20 mins)