BA Management, Leadership and Leisure / Course details

Year of entry: 2022

Course unit details:
Digital Marketing & Promotion

Course unit fact file
Unit code EDUC20221
Credit rating 10
Unit level Level 5
Teaching period(s) Semester 1
Offered by Education
Available as a free choice unit? Yes

Overview

 

The course unit will introduce the following content areas:

  • Principles and practices of marketing & promotion.
  • Market segmentation, targeting & positioning
  • Customer analysis and market research
  • Brand management and strategy
  • Customer analysis and market research approach
  • Market segmentation, targeting and positioning marketing strategies 
  • Marketing Mix- advertising and sales promotion
  • Digital marketing: Social media, interactive communications and e-marketing 
  • Ethics and corporate social responsibility

Pre/co-requisites

Unit title Unit code Requirement type Description
Marketing and Consumers EDUC11282 Pre-Requisite Recommended

Aims

This unit aims to:

 Analyse and apply key marketing concepts developed in year one to the digital environment   

Analyse and apply how such techniques are used in brand development and positioning

Analyse and evaluate the techniques used by marketeers in digital environments to attempt to influence consumer behaviour, exploring some legal and ethical issues around personal privacy

Provide a basis for further study of the subject in the Year 3 dissertation and to provide links to other areas on the programme, notably events, economics and strategic management

Learning outcomes

 

Knowledge and understanding

  • An understanding of the role and function of marketing in Leisure industries
  • An understanding of the theoretical basis that underpins marketing decisions
  • A basis for further study of the subject in Year 3 and information that will assist them in choosing a research topic/ASP host.

Intellectual skills

  • Problem solving
  • Application of theory
  • Critical analysis

Practical skills

  • Research Skills
  • Information sourcing
  • Interpretation of secondary data

Transferable skills and personal qualities

  • Reporting Writing
  • Critical situation analysis and development of proposals grounded in appropriate theory

 

Teaching and learning methods

up to 12 x 2-hour lectures/seminars supported by individual or group tutorials

Assessment methods

Assessment task Word Length or Equivalent Weighting within unit
Market Research Report 2500 words plus appendices (100%)

 

Feedback methods

Online via Blackboard

Recommended reading

Armstrong,G.,& Kotler,P.,(2014), Principles of Marketing, 15th edition., Pearson Prentice-Hall Hoyer. Available as an e-book: http://lib.myilibrary.com/Open.aspx?id=523722  [print versions of 14th Edition [2012] available in Precinct library]

Solomon, Bamossy, Askegaard and Hogg [2010]. Consumer Behaviour, Harlow : Financial Times Prentice Hall 4th ed.

Swarbrooke, J., Horner,S. (2005), Leisure Marketing, Elsivier Butterworth-Heinemann.  This is available as an e-book via the library portal: https://www.dawsonera.com/abstract/9780080478937

 

Study hours

Scheduled activity hours
Lectures 24
Tutorials 2
Independent study hours
Independent study 74

Teaching staff

Staff member Role
Robert Hindle Unit coordinator

Additional notes

Activity Hours Allocated
Staff/Student Contact 24
On-line Tutorials/support materials 2
Private Study 26
Directed Reading and formative assessment tasks 12
Assignment Preparation 36
Total Hours 100

 

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