Module Handbook

Faculty of Business, Computing and Digital Industries

School of Business

(On-campus)

E-Business and E-Marketing Module.

2025-26

Contents

Module Introduction

Module Leader Welcome

Hello

A very warm welcome to the E-Business and E-Marketing module.

I hope that you find this Module Handbook helpful in supporting your studies and that it provides you with all the information you need to know about this module.

It connects with the rest of your degree programme as it is designed to provide a comprehensive understanding of how the business landscape has changed dramatically in recent years. The rise of the internet and digital technologies has transformed the way business operate and interact with customers. In this module, we’ll delve into the world of e-business and e-marketing, equipping you with the knowledge and skills to navigate this dynamic environment.

Our journey begins by exploring how companies position themselves in both the traditional and electronic marketplaces. We’ll analyse the strengths and weaknesses of each approach, equipping you to critically evaluate a company’s current strategy and identify potential areas for improvement.

Next, we’ll shift gears and dive into the world of e-business and e-marketing strategy development. We’ll appraise various options, including content marketing, social media marketing, and search engine optimisation (SEO). By the end of this section, you’ll be able to formulate a comprehensive e-marketing strategy tailored to specific business needs.

But the strategy is only half the battle. The real magic happens when we explore the “how.” We’ll delve into the exciting world of modern technologies and their impact on business operations. From social media platforms to big data analytics, we’ll examine how these technologies can be utilised in key areas like marketing, customer relationship management (CRM), and sales.

By the end of this module, you’ll have gained a comprehensive understanding of the e-business and e-marketing landscape. You’ll be able to critically analyse company positioning, develop effective e-marketing strategies, and leverage modern technologies to achieve your business goals.

On page 15, you will see your module at a glance. This document helps you understand your assessment for Level 6, how it connects to your programme outcomes, and to the graduate attributes (skills and behaviours) you will develop during your studies. This handbook is designed to help you understand what you have to do for this module and to explain why you are being assessed in a particular way. This will include, the teaching sessions you attend, and how the module assessment will support you in completing your level of study.

All assessments included at your current level of study have been aligned against the programme outcomes to ensure you achieve these. These outcomes are included at the end of this document. We have designed your assessment so that it supports you to make meaningful connections across all the content you will study during this academic year. This handbook sets out the key assessment dates so you know when you will need to submit work and when you can expect your feedback.

There will be two assessments used to evaluate your performance in this module. The first assessment is a 10-minute recorded video presentation, and the second assessment is an Analytical review report based on the topic you select for your first assessment. Further details will be provided in the subsequent pages.

During this module, you will be asked to complete both your recorded video presentation and Individual Analytical report Semester 1.

On successful completion of your module, when you apply for jobs, you will be able to discuss the following transferable skills that you have developed in this module:

• Strategic thinking: You’ll have the ability to analyse market trends and consumer behaviour to devise effective digital marketing strategies.
• Communication: You’ll have the capacity to articulate complex digital marketing concepts and recommendations clearly, both in written reports and oral presentations.
• Collaboration: You’ll have experience working collaboratively in group settings to develop comprehensive digital marketing plans.
• Problem-solving: You’ll possess the skill to identify challenges in digital marketing efforts and propose innovative solutions to address them.
• Adaptability: You’ll be ready to adapt to evolving digital marketing landscapes and incorporate new technologies and platforms into strategies.
• Project management: You’ll demonstrate competence in managing timelines, resources, and stakeholders to execute digital marketing initiatives effectively.
• Critical thinking: You’ll have the ability to evaluate the performance of digital marketing campaigns objectively and make data-driven adjustments for continuous improvement.

I am looking forward to your active participation and contribution to a stimulating learning environment. Wishing you all the best for a successful and insightful module.

Faisal Iftikhar

Module Leader

Module Guide

Module Code and Title

Module Code: BMM6582

Module Title: eBusiness & eMarketing

Module Leader Contact Details and Availability

Faisal Iftikhar

Email: f.iftikhar@wic.ac.uk

Office: Staff Room 3^rd Floor, Glebe House, Barking, IG11 7NR

Phone: 02070180430 

Office hours: Sunday – Thursday, 0900 – 1700 hrs. 

Module Team Tutors Contact Details and Availability

Ajewole Olajide: a.olajide@wic.ac.uk

Leonardo Baptista: l.baptista@wic.ac.uk

Mazen Joureih: m.joureih@wic.ac.uk

Merlin Atchuthen: m.atchuthenwic.ac.uk

Michael Shokunbi: m.shokunbi@wic.ac.uk

Mubashir Jahengir: m.jahengir@wic.ac.uk

Shaharyar Cheema: s.cheema@wic.ac.uk

Syeda Husain: s.husain@wic.ac.uk

Please contact your respective tutor to arrange any meeting / discussion.

Module Teaching

Teaching pattern: 10 weekly sessions (lectures + seminars and / or workshops)

Please check your respective timetable.

Module Intended Learning Outcomes

Upon completion of this module students should be able to: 

1. Compare, contrast, and analyse approaches used to evaluate a company’s current positioning in the traditional and electronic marketplaces.

2. Appraise various options for developing e-business/e-marketing strategies.

3. Evaluate the situational utilisation and impact of modern technologies in key aspects of business and marketing operations and interpret its suitability and appropriateness.

Summary of Content

The e-Business and e-Marketing module develops your skills in evaluating a company’s position within both traditional and electronic marketplaces. We’ll compare, contrast, and analyse these approaches. Next, you’ll appraise various options for developing e-business and e-marketing strategies, including content marketing and SEO. We’ll then evaluate the situational utilisation and impact of modern technologies like social media on key business and marketing functions, teaching you to interpret their suitability and appropriateness. Through case studies and interactive exercises, you’ll gain the ability to critically assess these technologies for different business scenarios. Ultimately, you’ll be equipped to compare, contrast, analyse, appraise, evaluate, and interpret strategies and technologies to achieve success in the dynamic world of e-business and e-marketing.

Note: It is possible that there may be content or discussion within this course that may be difficult for some students. Please look to the module schedule to ensure you are aware of the broad subject content. The module team will flag especially difficult content proactively so that we ensure this classroom space is one that acknowledges that each of us will experience these discussions differently. There are a number of resources that can support you. If you have any concerns about the content of a specific session, please inform the lecturer or a peer and seek support from ACE, who can be contacted ace@wic.ac.uk

Assessment and Deadlines

Component form (e.g. Essay or Online test)	Magnitude (e.g. 2,000 words or 2 hours)	Weighting and/or Pass/Fail	Assessment Deadline	Feedback Date	Module Intended Learning Outcome(s) assessed (e.g. 1, 2)
Video presentation (Recorded)	10 minutes	40%	This Week	15 working days from the submission date	LOs 1,2,3
Analytical review (Report)	2,000 words	60%	This Week	15 working days from the submission date	LOs 1,2,3

All assessments included at your current level of study have been aligned against the programme outcomes to ensure you achieve these. These outcomes are included at the end of this document. We have designed your assessment so that it supports you to make meaningful connections across all the content you will study during this academic year. This handbook sets out the key assessments dates so you know when you will need to submit work and when you can expect your feedback.

This module is assessed by two components:

Component one is the creation of a recorded video PowerPoint presentation lasting 10 minutes. This video can be created in Panopto or Stream. It carries 40% towards your mark for this module. Students will be required to present a detailed outline of the research undertaken in the form of a video presentation, which should include a review of published literature and a bullet-point outline indicating how they intend to develop the rest of the analytical review. 

Component two is a 2000-word analytical review. This is an intensive project to be completed individually. It carries the remaining 60% towards your mark for this module. The analytical review should be the same question as assessment component one (the 10-minute video). You should use the feedback given about the assignment 1 (video) to inform the written piece of work. 

The video and analytical review will enable you to demonstrate your in-depth understanding of the module content and the application of the concepts to a given scenario.

Note: For further details about these assignments such as assignment guidelines and templates. Please refer to the module page on Moodle.

Formative Feedback Weeks: Formative feedback will be given upon tutors’ receiving drafts before the final submission. These will occur on weeks 3, 4, and 5 (mandatory) for Component 1, and on weeks 8, 9 and 10 (mandatory) for Component 2.

Formative feedback doesn’t have a grade attached; it will often be given in your teaching sessions. Formative feedback is valuable as it allows you to improve your subject knowledge for your summative assessment(s) as well as allowing you to practice the type of assessment that you will count towards your final grade for the module. You should expect, and recognise, that feedback can be given by your peers, verbally in sessions, feedback might be given to the whole module cohort during teaching sessions, and it might also be given in conversation with your tutor. Feedback will focus on what you are doing well, and how you can continue to improve your work.

Summative Feedback Dates: You will receive feedback on all summative assessments; these are the graded assessments in your module. Summative feedback for both the components will be given 15 working days after submission.

Time Limit / Word Count: The video presentation (component 01) should be 10 minutes long. The word count for the second assessment (component 02) is 2000 words (± 10%). This does not include the references list and appendices. If you exceed the word limit, any work after 2200 words will not be marked. Whilst you are not penalised for being under the word count, work that is substantially under the word count will be more limited in meeting the programme learning outcomes.

Referencing: For referencing in this module, students are expected to adhere to the APA 7^th Referencing Guide.

All modules will include a session which unpacks the assessment brief, providing opportunities for you to clarify any questions you have about the assessment task. The assessment criteria and rubric will be examined in these sessions to support your understanding of the expectations of the task(s). Your module tutor will provide generic feedback on what a good assessment looks like, common misconceptions, pitfalls, construction of arguments, format, spelling and referencing. You are encouraged to bring selected sections of your work or a one-page plan to assessment support sessions for verbal feedback and where appropriate, peer discussion. Your module tutor will not give any indication of mark or classification for any draft work presented. Where you have received previous feedback, your tutors will encourage you to reflect on this to support your acquisition of knowledge and academic skills development. Feedback on a full draft of an assessment for submissions, prior to the submission deadline, is not normally permitted.

Use the Assignment Preparation Checklist before you submit your work.

Use of Generative Artificial Intelligence in this module

• You may use generative AI such as ChatGPT to assist you in the process of undertaking the assessment in the following ways: brainstorming, research, planning, feedback, editing.
• All use of generative AI must be explicitly acknowledged, and any artificially generated content (e.g. images) explicitly labelled, with the source of the AI tool referenced using current APA referencing conventions You can find further guidance on the library website on their AI webpage).
• In submitting your assignment, you agree to disclose the extent to which you have used generative AI in preparing this work and include evidence of your AI use in your appendices (e.g. dated screen shots of your use of this tool or copy and paste your AI chat into Word).
• Failure to disclose your generative AI use may result in a 0 for your assignment and a referral for academic misconduct (see the Student Academic Misconduct Policy under Essential Info in the MyLTU app).

Please write the following on the top of your assessment (at the bottom on the cover page)

If you have used generative AI, write:

• This assignment used generative AI in the following ways for the purposes of completing the assignment (choose 1 to 5 of the following): brainstorming, research, planning, feedback, editing.

Or, if you have not used generative AI, write:

• This assignment did not use generative AI for the purposes of completing the assignment.

Assessment Criteria Grid

Assessment 01 Criteria Grid:

Classification: Criterion:	Exceptional 1st / Distinction 100, 95, 92	Outstanding 1st / Distinction 88, 85, 82	1st / Distinction 78, 75, 72	2.1 / Merit 68, 65, 62	2.2 / Pass 58, 55, 52	3rd / Pass 48, 45, 42	Fail 38, 35, 32	Abject Fail 25, 20, 10, 0
Knowledge & Understanding (20%)	Polished grasp of subject. Astute and authoritative approach to complexity.	Comprehensive and confident grasp with strong sense of subject complexity.	Thorough understanding evident and well applied to specific assessment task.	Secure, general understanding and reasonable application to assessment task.	Sound knowledge relevant to the assessment task.	Limited knowledge shows basic understanding. Some awareness of the context of the assessment task.	Faulty understanding of assessment task or concepts. Irrelevant or mostly absent content.	No understanding of assessment task or concepts. Irrelevant or absent content.
Structure and Argument (20%)	Effective and integrated over-arching argument or structure, clear, insightful synthesis. Highly creative understanding of topic.	Effective overall argument with clear and insightful connections between claims. Creative understanding of topic.	Clear and logical focus and direction with valuable connections made between claims. Good level of creativity.	Well-focused on the question with some clear connections made between claims and some overall direction. Some creativity.	Addresses the topic with some direction and makes some connections between claims or different parts of artefact/assignment.	Argument is weak and difficult to detect. Connections made between statements limited	Lack of argument. Faulty connection between statements.	No argument. Many faulty connections between statements.
Analysis and Conclusions (25%)	Original and searching analysis, critical appraisal of task and judicious conclusions.	Searching analysis with pertinent conclusions drawn.	Insightful analysis throughout with appropriate conclusions drawn.	Strong analysis of salient illustrative examples. Some general conclusions drawn.	Some conclusions drawn based on some reasonable comparisons and examples.	Basic analysis. Remains descriptive, little evaluation or comparison. Few clear conclusions.	Insufficient evaluation or attempt to make comparisons. Conclusions illogical insufficient.	No evaluation or attempt to make comparisons. Conclusions illogical or absent.
Written/Visual/ Oral Style & Clarity (25%)	Professional and sophisticated with exceptional clarity and coherence. Excellent, controlled, confident delivery, pace, and audience engagement.	Professional and fluent with great clarity and coherence. Confident delivery, pace and audience engagement.	Fluent and accurate with great clarity and coherence. Mostly confident delivery, pace and audience engagement.	Clear and coherent. Good delivery, pace and audience engagement	Some lapses of clarity. Some expression is ineffective. Satisfactory delivery, pace and audience engagement	Adequate, but awkward expression throughout with little clarity. Poor delivery, pace and audience engagement	Inadequate and unclear presentation. Impaired communication. Error-strewn.	Grossly inadequate and unclear presentation. Severely impaired communication. Error-strewn.
Sources & Evidence / Referencing (10%)	Extensive and evaluative use of evidential support for argument.	Extensive use of evidence with some evaluation.	Clear support of argument with well selected evidence.	Draws on relevant independent sources and evidence to support claims.	Makes simple use of evidence from recommended sources.	Relies on superficial statements with little supporting evidence.	Lack of evidence or relevant sources.	No evidence or relevant sources.

Assessment 02 Criteria Grid:

Classification: Criterion:	Exceptional 1st / Distinction 100, 95, 92	Outstanding 1st / Distinction 88, 85, 82	1st / Distinction 78, 75, 72	2.1 / Merit 68, 65, 62	2.2 / Pass 58, 55, 52	3rd / Pass 48, 45, 42	Fail 38, 35, 32	Abject Fail 25, 20, 10, 0
Knowledge & Understanding (30%)	Polished grasp of corporate sustainability and related policies and practice. Astute and authoritative approach to complexity.	Comprehensive and confident grasp of corporate sustainability and related policies and practice with strong sense of subject complexity.	Thorough understanding of corporate sustainability and related policies and practice and well applied to the case stidy.	Secure, general understanding of corporate sustainability and related policies and practice; reasonable application to the case study.	Sound knowledge of corporate sustainability and related policies and practice relevant to the case study.	Limited knowledge of corporate sustainability and related policies and practice shows basic understanding. Some awareness of the context of the case study.	Faulty understanding of corporate sustainability and related policies and practice. Irrelevant or mostly absent content.	No understanding of corporate sustainability and related policies and practice. Irrelevant or absent content.
Structure, Argument (30%)	Effective and integrated over-arching argument or structure, clear, insightful synthesis. Highly creative understanding of topic.	Effective overall argument with clear and insightful connections between claims. Creative understanding of topic.	Clear and logical focus and direction with valuable connections made between claims. Good level of creativity.	Well-focused on the question with some clear connections made between claims and some overall direction. Some creativity.	Addresses the topic with some direction and makes some connections between claims or different parts of artefact/assignment.	Argument is weak and difficult to detect. Connections made between statements limited	Lack of argument. Faulty connection between statements.	No argument. Many faulty connection between statements.
Analysis and Conclusions (30%)	Original and searching analysis, critical appraisal of corporate sustainability materials, policy and practice with judicious conclusions.	Searching analysis of corporate sustainability materials, policy and practice with pertinent conclusions drawn.	Insightful analysis of corporate sustainability materials, policy and practice throughout with appropriate conclusions drawn.	Strong analysis of corporate sustainability materials, policy and practice. Some general conclusions drawn.	Some conclusions drawn based on some reasonable comparisons and examples of corporate sustainability materials, policy and practice.	Basic analysis. Remains descriptive, little evaluation or comparison of corporate sustainability materials, policy and practice. Few clear conclusions.	Insufficient evaluation or attempt to make comparisons of corporate sustainability materials, policy and practice. Conclusions illogical insufficient.	No evaluation or attempt to make comparisons of corporate sustainability materials, policy and practice. Conclusions illogical or absent.
Sources & Evidence, Adherence to Referencing Conventions (10%)	Extensive and evaluative use of evidential support for argument. Flawless referencing or technical skills using extensive academic sources.	Extensive use of evidence with some evaluation. Flawless referencing or technical skills using a wide range of academic sources.	Clear support of argument with well selected evidence. Excellent referencing or technical skills using a range of academic sources.	Draws on relevant independent sources and evidence to support claims. Consistent and accurate referencing or technical skills using some academic sources.	Makes simple use of evidence from recommended sources. Largely consistent accurate referencing. or technical skills with limited academic sources.	Relies on superficial statements with little supporting evidence. Limited referencing/ adherence to convention or technical skills. Lack of academic sources.	Lack of evidence or relevant sources. Inadequate referencing or technical skills.	No evidence or relevant sources. Inadequate or no referencing or technical skills.

Assessment Task Guidance

Description of what (broadly) constitutes a high pass (specific to this assessment)

To achieve a high pass in this assessment you will need to show:

1. Deep Understanding of the Topic Demonstrate a clear and comprehensive grasp of the chosen topic within the broader context of e-business and e-marketing. Show the ability to differentiate between various digital marketing strategies of selected organisations relevant to your chosen topic. Provide insightful analysis of the selected topic, demonstrating critical thinking and a strong understanding of the underlying concepts. 2. Effective Literature Review and Critique Conduct a thorough and targeted literature review, utilising relevant academic sources such as peer-reviewed journals, reputable industry publications, and credible online resources. Demonstrate a critical understanding of the chosen sources by summarising, analysing, and synthesising key findings. Use your literature review to support your arguments and build a strong theoretical foundation for your presentation and report. 3. Application of Models and Theories Demonstrate the ability to identify and apply relevant models and theories related to e-business and e-marketing within the context of your chosen topic. Select appropriate models and theories that enhance your analysis and understanding of the topic. Effectively integrate models and theories into your video presentation and analytical report, providing a clear explanation of their significance. 4. Professional and Detailed Presentation/Analytical Report Develop a well-structured and engaging presentation/Report that effectively communicates your chosen topic and analysis to the audience. Clearly articulate your key points and arguments concisely and professionally. Utilise visuals such as graphs, charts, or case studies to enhance the clarity and impact of your presentation/Report. Note: These criteria are weighted to emphasise the importance of a deep understanding of the topic and effective utilisation of academic resources.

Essential Library and Learning Resources

The library aims to provide access to the books on your reading lists, as well as online resources, guides and tutorials to help you develop your research and referencing skills. You should find an online reading list with links to resources on the module home page on Moodle.

Core textbook:

• Chaffey, D., & Smith, P. R. (2022). Digital marketing excellence: planning, optimizing and integrating online marketing. Routledge. (This book is available electronically)
• Lardi, K. (2023). The human side of digital business transformation. (No Title). (This book is available electronically from Library)

Recommended reading:

• Belch, G. E., & Belch, M. A. (2024). Advertising and promotion: An integrated marketing communications perspective, 13th edition. McGraw-Hill.
• Chaffey, D., and Ellis-Chadwick, F. (2019). Digital marketing, 8th edition. Pearson UK.
• Chaffey, D. (2011). E-Business and e-commerce management, 5th edition. Financial Times/Prentice Hall. Harlow, UK.
• Chaffey, D et al (2012) Digital Marketing: Strategy, Implementation and Practice, 5th edition. Pearson. Harlow, UK.
• Fahy, J., & Jobber, D. (2022). Foundations of marketing, 7th edition. McGraw Hill.
• Jobber, D. and Ellis-Chadwick, F. (2024). Principles and Practice of Marketing, 10th edition. McGraw Hill.
• Kotler, P., Armstrong, G., Saunders, J. and Wong, V. (2016) Principles of Marketing, 16th Global edn. Financial Times/Prentice Hall, Harlow, UK. (Available electronically)
• Kaushik, A. (2009). Web Analytics 2.0 the art of online accountability & science of Customer Centricity. Wiley. (This book covers the basics of web analytics and how to use data to understand and improve the customer experience. It is available electronically from Moodle).
• Sachdev, R. (2024). Digital Marketing. McGraw HiIl, New York, NY, USA. (This book presents marketing theory and concepts, adopting a critical and analytical approach of the latest global digital marketing tools, emphasising trends as well as how to apply them. Hard copy available from WIC Library).
• Siegel, E. (2013). Predictive analytics: the power to predict who will click, buy, lie, or die. John Wiley & Sons, Inc. (This book provides an overview of predictive analytics and how it can be used to make better business decisions. It is available electronically from Moodle).
• Zuboff, S. (2023). The age of surveillance capitalism. In Social theory re-wired (pp. 203-213). Routledge. (This book critically analyses the role of Big Tech in terms of influencing consumers through data extraction and manipulation and result in changing the way we perceive capitalism in general and the role of marketing in particular).

Our friendly team are based at the library helpdesk and are here to help you make the most of the library. 

Website: https://library.leedstrinity.ac.uk/home  

Academic Support

ACE (Academic Community of Excellence)

This support is additional to Learning Support and can be accessed by all students regardless of their levels.

The ACE Team offers general academic support to all students in an effort to help them accelerate their learning progress, catch up with their peers, meet learning standards, or generally succeed in this academic settlement.

The support is easily accessible to all students as ACE is placed in the Student Hub. Also, you will receive a link to our self-referral form that you can send it to us anytime and we can contact you whenever is more suitable for you.

What help can we provide as ACE Team?

• Academic Guidance
• Referencing & Citations
• Skills Enhancement
• Networking & Community
• Understanding your feedback
• Get academic feedback on your work (e.g., paraphrasing)
• Getting ready for your presentations
• Exam preparation
• Academic English support
• Submitting your work on Turnitin

Workshops:

ACE workshops are very diverse as we try to reach to all our students and shed light on topics or ideas you learn or you will cover at some point during your academic journey.

The workshops are online and bring together students from both London and Birmingham campuses from different levels in an attempt to create a cohesive academic community.

The ACE is for Everyone!

All our students are welcome to:

Contact ACE through the self-referral form by scanning the QR code or email us at ace@wic.ac.uk. Attend the workshops (Schedule of workshops would be emailed).

Please make sure to contact us with any academic questions with regards to the module. For additional support with regards to any other matter you can also contact me, or you can also contact your personal tutor.

Race Equality

We acknowledge that racism is ingrained across our society, institutionalised within the higher education sector and our university. We recognise that racism is not always overt and manifests in the everyday life of our staff and students; the impact of which is significantly harmful to individuals and our community. We hold ourselves accountable and empower everyone to be anti-racist, challenge all forms of racism and work to dismantle structures that perpetuate racism including challenging ourselves. We are committed to eliminating racial inequality and will take systematic action to address racial inequities. We expect all staff, students, and all members of our university community including partners and stakeholders to embody these values and behaviours

Your Module at a Glance – Teaching and Learning

Weeks		Pre (on-demand learning – available to all students on Moodle)		Live (live learning – face-to-face on campus & online)			Post (on-demand learning – available to all students on Moodle)
	Weekly topic overview	Learning resource sets (Guided & Independent learning activities)	Hours	Face-to-face sessions on campus	Online sessions	Hours	Learning resource sets (Guided & Independent learning activities)	Hours
1	Module Orientation	Review the module handbook. Weblink –Watch the video (Technological Influences on Business)	30 Mins	Live Lecture, Mini case study, and Consolidation Activities/Q&A  Case Study: Domino’s Anyware (handout provided)	N/A	4	Quiz based on Week 1 Pre and Live session. Reflection and Application	30 mins
2	Digital Business Models and Platforms	Reflective Activity: Thinking Caps On Activating Your E-Business and E-Marketing Mindset.	30 min	Live Lecture, Mini case study, and Consolidation Activities/Q&A  Activity: mini group in-class discussion based on questionnaire provided	N/A	4	Watch the video and answer questions. TED talk wisdom! The single biggest reason why start-ups succeed.	30 min
3	Digital Customer services Management (CRM)	Weblink –Read the following book chapters E-models, page 101 (eMarketing Excellence Planning and Optimising Your Digital Marketing, Dave Chaffey and P R Smith, 4th Edition)	30 min	Live Lecture, Mini case study, and Consolidation Activities/Q&A  Case Study: Digital marketing – digital customer experience (DCX) Formative Feedback Week start Component 1	N/A	4	Watch the TedTalk video “How to deal with Difficult People” in the context of CRM.	30 min
4	Search Engine Optimisation (SEO)	Weblink –Read the Blog by Digital Marketing Institute and watch the imbedded videos in it. We will discuss the main arguments made in blog in this week Live session.	30 min	Live Lecture, Mini case study, and Consolidation Activities/Q&A  Mini group in class discussion on Creation of Value and Effective Content Formative Feedback Week start Component 1	N/A	4	Watch the two videos stated under the post-week section. These training Videos will walk you through the process business use for on-page and technical SEO optimisation.	30 min
5	Social Media Marketing	Weblink –Read Chapter 6 “Social Media Marketing” from the core textbook “Digital Marketing Excellence, 5th edition, by Smith and Chaffey. This book is available in hard copy from the library.	30 min	Live Lecture, Mini case study, and Consolidation Activities/Q&A  Case Study: Netflix.com Website Design Computer lab: Project – Create a website Formative Feedback Week start Component 1 (Mandatory)	N/A	4	Please start working towards your Assignment 1 (Video Presentation). If you have any questions, please arrange a 1-1 session with your tutor. MED	30 min
6	Content Marketing	Weblink –Read Chapter 4 Content Marketing, (Digital Marketing Excellence, 5th edition, by Smith and Chaffey).	30 min	Live Lecture, Mini case study, and Consolidation Activities/Q&A  Case Study: SEO Mini group exercise/discussion Mini group exercise/discussion on Creation of Value, Objective, Strategies and tactics email list, Subject lines and open rates, content and analytics.	N/A	4	Quiz Panopto Video Presentation Deadline Week (XX/XX/XXXX)	30 min
7	Email Marketing	Weblink –Read the following article and we will discuss this further in the Live session. What is Email Marketing? – Neil Patel	30 min	Live Lecture, Mini case study, and Consolidation Activities/Q&A  Mini Group Project: Create an email marketing plan and sample marketing email, Formative Feedback Week start Component 2	N/A	4	Weblink –Please read the following article (4) Maximising the Impact of Email Campaigns in the Age of AI | LinkedIn	30 min
8	Developing Video Marketing	Weblink –Read the following article before coming to the class.  Video Marketing Strategy: The Ultimate Guide (2023) – Lemonlight	30 min	Live Lecture, Mini case study, and Consolidation Activities/Q&A  In class activity: https://shorturl.at/h7NZp Questions about video Mini group exercise/discussion on video content creation of value, objective, features, promotion and analytics. Formative Feedback Week start Component 2	N/A	4	Weblink –Watch the following videos. Video marketing explained from start to finish. How YouTube Became An Internet Video Giant	30 min
9	Emerging technology and Business	Weblink –Please watch the following videos (Links provided in week 9 section of Moodle) before attending the live session this week. We will discuss the content of the video in the live session.	30 min	Live Lecture, Mini case study, and Consolidation Activities/Q&A  In class exercise/discussion on Artificial intelligence. Group Activity: Case Study: https://www.digitaleurope.org/news/case-studies-on-artificial-intelligence/ Formative Feedback Week start Component 2 (Mandatory)	N/A	4	Quiz	30 min
10	Summarising semester 1	AI and the future of humanity | Yuval Noah Harari at the Frontiers Forum	30 min	Live Lecture, Mini case study, and Consolidation Activities/Q&A FINAL FEEDBACK	N/A	4	MED Final Analytical Review Assignment submission: DATE	30 min
Total Guided Learning Hours			40
Independent learning hours			160
Overall module learning hours			200

Your Module at a Glance – Employability