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CONTEMPORARY CHALLENGES AND STRATEGIC MARKETING
3. Recommend resource-led innovative approaches using digital marketing tools to contemporary digital marketing challenges
Analyse the role of digital marketing within the extended marketing mix- 7Ps.
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Evaluate different automated and nonautomated sales and support activities,
Evaluate variousDigitalcommunications tools and platforms that can be used to enhance customer experience
Analyse and evaluate E-commerce based business models for revenue generation.
to extract actionable insights. Online survey methods to capture data and enrich customer insights, Commercial measures, Brand measures, Tactical measures. Sources of data for measuring digital campaigns:
Primary and secondary data, Onsite (log files and tagging), Offsite (panels, VOC), Usability studies,
Tracking studies, Conversion funnels.
Reports, presentations and dashboards, Key performance indicators (KPIs), Data mapping
Social Analytics, Sentiment Analysis. Affiliate networks, Social networks, Customers, consumers and users Visitors, Personas, Dashboards, CRM systems Contingency planning. Digital marketing within the extended marketing mix- 7 Ps product, price, promotion, place, people, process and physical evidence, promotional mix and integrating market communication, branding. Digital communications tools and enhance customer experience: Web sites; microsites, web pages, mobile Search engine marketing, Online andoffline integration, Personalisation, Conversion
Rate Optimisation, Engagement and retention,
Usability. Platforms for different contexts o B2B, B2C, C2C, C2B, G2G, G2B, G2C, B2G, C2G, Capabilities of digital platforms: Depth and breadth of coverage, Analytics and metrics, Collaboration and workflow, engagement, Scalability. E-commerce based business models for revenue generation: Commerce, Subscriptions and pay per view, advertising, lead generation, merchants, infomediaries, data and CRM, sharing economy based business model, agglomeration marketing
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4. Understand how to develop digital strategies and an integrated social media campaign for a strategic relationship with the customers.
Analyse a digital marketing strategy for an organisation for building customer relationships with the brand and organisation.
Analyse a digital strategy with an integrated digital promotion campaign to create a web-based presence.
Evaluate the resource requirements for a digital marketing strategy, digital channels and digital communications mix.
Examine the use of proposed key performance indicators to measure the success of the digital strategy and social media campaign.
websites. Different automated and non-automated sales and support activities, automated: programmatic and retargeted advertising, shopping carts, automated repeat purchase settings, calls to action. real-time online sales and support: e-mail campaigns, SMS sales campaigns, sales affiliate and sales networks, live person support, integrated live chat, social media sales channels. Build consumer-brand relationships, Relationship marketing theories Customer lifetime value
Marketing communications Complaints process
Customer service Collecting data at all touchpoints eCRM Building a customer-centric company culture. The customer journey in the digital context: unaware, aware, interest, engage, subscribe, convert, excite, ascend, advocate, promote etc. Developing digital marketing strategy and plan,
Customer Journey aims and objectives of digital marketing, deciding target segments and audiences, Digital marketing mix, developing message and brand proposition, choosing digital media platforms, Implementation planning, executing the social media and digital plan, content marketing, Online marketing options: acquisition, retention and/or brand building to enhance customer relationships (CRM) Four dimensions of digital promotion: Digital
Advertising, Search engine Marketing, Content
Marketing, Social Media Marketing. Marketing on digital channels and digital communications mix: Live chat, Video, Social media, Podcast, online communities, RSS and
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aggregation, Applications, Advertising, Virtual and
Augmented reality, Email, Search Engine
Marketing, Website, third-party sites and applications, social networks and user-generated content for international marketing. Social media strategies (e.g., strategic design and launch of a website, implementation of SEO strategies, design and management of a corporate social media account. Implementing social media and viral marketing, e-mail marketing, banner advertisements, or pay-per-click. Digital activities to support and enhance multichannel marketing: advantages and disadvantages of multichannel marketing,
Increased penetration and market research, increase Customer touchpoints, Integration with analysis and data, Interactive content, Permission-based marketing, Multitasking. The application of integrated campaigns using multiple channels, feedback and control. Interactive online campaigns: Augmented reality,
Interactive displays Skyscrapers, Longboats,
Interstitials and superstitions, Pop-ups, Viral marketing and gaming, Online tracking of customer behaviour. Metrics to evaluate digital marketing programmes, the measurement for digital campaigns, Objective setting, Performance review – using performance indicators; quantitative measures; qualitative measures; organisation and personnel, customer metrics, Market metrics: Marketing productivity,
Marketing mix decisions, Customersatisfaction, and involvement, Market share and forecast demand , Identifying improvements, ROI and LTV,
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Response rates, Campaign reviews , Key performance indicators for continuous improvement, Customer analysis , Online buyer and search behaviour.
Assessment
To achieve a ‘pass’ for this unit, learners must provide evidence to demonstrate that they have fulfilled all the learning outcomes and meet the standards specified by all assessment criteria.
Learning Outcomes to be met Assessment Criteria to be covered Assessment type Word count (approx. length)
All 1 All 2 to 4 All ACs LO1
Presentation with speaker notes 10 minutes (speaker notes 500 words) All ACs under LO 2 to 4 Report 4000 words
Indicative Reading List
Larsen and Draper (2015): Internet Marketing Essentials, Digital Textbook.
Chaffey, D. and Ellis-Chadwick, F. (2012): Digital Marketing. Strategy, Implementation, and Practice. Pearson Education.
Chaffey D – Business and E-Commerce Management: Strategy, Implementation and Practice, 4th Edition (Financial Times/Prentice Hall, 2009) ISBN 0273719602
Jelassi T and Enders A – Strategies for E-business: Concepts and Cases, 2nd Edition (Financial Times/Prentice Hall, 2008) ISBN 0273710281
Laudon, K. C. and Traver, C. G. (2015), E-Commerce 2015: Business. Technology. Society. Prentice Hall.
Turban T, Lee J K, King D, Liang T P and Turban D – Electronic Commerce 2010: A Managerial Perspective, 6th Edition (Pearson Education, 2009) ISBN 0137034652
Contemporary Challenges and Strategic Marketing
Unit Reference Number L/618/1617 Unit Title Contemporary Challenges and Strategic Marketing Unit Level 7
Number of Credits
20 Mandatory / Optional Mandatory Sector Subject Area (SSA) 15.4 Marketing and Sales Unit Grading Structure Pass / Fail
Unit Aims
The aim of this unit is to develop learners’ understanding of up-to-date knowledge of the business environment, competitive dynamics and know how to integrate marketing strategy into an overall business strategy. The module provides a comprehensive examination of all the major components of marketing strategies marketing and their integration into organisations for continued success in highly competitive markets.
Learning Outcomes, Assessment Criteria and Indicative Contents
Learning Outcomes –the learner will:
1. Understand the principles of strategic marketing management. Assessment Criteria –the learner can:
Examine the role of strategic marketing in an organisation.
Analyse the processes involved in strategic marketing.
Evaluate the links between strategic marketing and corporate strategy.
Analyse the merits of relationship marketing in a given strategic marketing strategy. Indicative contents
Role of strategic marketing: key definitions of strategic marketing from the Chartered Institute of
Marketing and key authors ( e.g. Peter Doyle;
Philip Kotler; Malcolm McDonald); role and importance of strategic marketing in an organisation; concepts; systematic approach; sequencing and scheduling of activities; integration of activities; resource requirements; time scaling; monitoring and controlelements. Processes: strategic marketing planning processes (e.g. Peter Doyle, Malcolm McDonald)
