Overview
This course supports participants to deliver richer and more productive consumer experiences through digital marketing platforms.
Summary
This course examines the digital marketing context. When the tools of marketing change, marketing strategies and marketers must evolve too. The focus of this course is on supporting adaptive practice for potential or current marketers as they navigate the digital transformation of the marketing function.
This course can be taken individually or combined over a period of time towards a Postgraduate Certificate of Professional Development.
Sign up for course updates
Sign up to register an interest in the course.
About this course
About
Digital Marketing communications have become the central focus for entrepreneurs, enterprises and organisations seeking to reach, engage, co-create and develop deeper relationships with their consumer 'tribes'. In an age of ubiquitous connectivity and a demand for real-time and personalised engagement, this course will give participants an understanding of what that means for those involved in delivering richer and more productive consumer experiences through digital marketing platforms. This course seeks to provide learners with practical, real-world examples of technologies meeting the demands of such connected consumers and utilises a project based approach to promote active, deeper learning of the unfolding opportunities through Digital Marketing.
The content is delivered through three inter-related key themes.
THEME 1 (DAY 1)
The first of these themes relates to the broad digital context and the implications of advancing technology for how we understand traditional marketing theory and practice. The focus of this theme is predominantly based around the necessary actions required to deliver an integrated marketing communication strategy - at the level of both thought and action.
THEME 2 (DAY 2)
Theme 2 looks at the digital consumer and explores the implications of emerging technology (e.g. voice search), privacy issues (e.g. the privacy tradeoff) and the digital marketing toolbox (e.g. SEM, SEO, social media, PPC, display advertising, email and mobile) within digital strategy development and implementation processes.
THEME 3 (DAY 3)
Theme 3 looks at the Digital Marketers' context and critically examines, through both international case study and visiting speaker inputs, the managerial challenge and opportunity in determining the appropriate use of marketing technology with an emphasis on issues of fit and practical implementation.
Cross-cutting themes are those of customer acquisition, customer engagement and customer advocacy. A further, central dimension of the course is the concept of 'Value Co-Creation' (Vargo et al., 2008). This concept sits alongside 'Open Innovation' in bringing a more technology enabled focus to marketing activity, as existing competency sets are stretched and challenged in this digitised context where mobile use, social media engagement and experience personalisation are significantly impacting.
With marketing media rapidly evolving and patterns of consumer engagement changing, this course will also attempt to anticipate trends that, while relatively unexplored today, may be mainstream in the next 5 years. This will be facilitated through conceptual modelling and real-time testing with live digital marketing case scenarios provided by module industry partners.
Linked programmes
MSc Marketing,
PgCertPD Postgraduate Certificate of Professional Development
Assessment
100% Coursework - (1) Report - Group Consultancy Exercise:
The group consultancy exercise will be based around a live international case study where the consultancy teams will be required to assess the appropriateness and extent of a digital engagement by a case company. The exercise will require consultancy teams to develop a management report which will involve the following;
- Conduct primary and secondary research.
- Understand and interpret the case context both internally within the specific case company and at the level of industry and market analysis.
- Utilise Google analytics and/or other appropriate marketing technology (MarTech).
- Propose evidence-based recommendations and examples of content and strategy that the case company can take forward with respect to a digital marketing strategy.
In groups, participants will conduct a digital audit and create a digital strategy of a live project case with a particular focus on the various digital marketing elements and using an appropriate framework of analysis such as SOSTAC. As part of the process, create a content strategy and create examples of this content for presentation to the client (75%).
(2) Oral assessment:
Create a 5 minute podcast reflecting on the project experience and highlighting the major new knowledge which you have acquired in the process of carrying out the project. Use academic citations and current research and data to enhance the communication. Submit the podcast via your online portfolio along with a list of references used in your podcast - simply weave these references within your podcast (25%).
Attendance
This course requires attendance on three consecutive days from 9.15am to 4.15pm on 26, 27 and 28 February 2020 and one further follow-up day on 13 March 2020.
Entry requirements
Normally, a degree in a relevant area e.g. business or social sciences but other degrees will also be considered.
English Language Requirements
Applicants whose first language is not English must meet the minimum English entrance requirements of the University and will need to provide recent evidence of this (certified within the last two years).
Most of our courses require a minimum English level of IELTS 6.0 or equivalent, with no band score under 5.5. Trinity ISE: Pass at level III also meets this requirement.
Please see details of the English language qualifications and certificates we can accept - https://www.ulster.ac.uk/__data/assets/pdf_file/0005/177404/Other-english-language-tests-and-qualifications-2017.pdf
International applicants will also require a short-term study visa. Further information is available at https://www.ulster.ac.uk/international/visa-immigration
Start dates
-
Read more
Content
The content for each course is summarised on the relevant course page, along with an overview of the modules that make up the course.
Each course is approved by the University and meets the expectations of:
- the relevant generic national Qualification Descriptor
- the applicable Subject Benchmark Statement
- the requirements of any professional, regulatory, statutory and accrediting bodies.
Attendance and Independent Study
As part of your course induction, you will be provided with details of the organisation and management of the course, including attendance and assessment requirements - usually in the form of a timetable. For full-time courses, the precise timetable for each semester is not confirmed until close to the start date and may be subject to some change in the early weeks as all courses settle into their planned patterns. For part-time courses which require attendance on particular days and times, an expectation of the days and periods of attendance will be included in the letter of offer. A course handbook is also made available.
Courses comprise modules for which the notional effort involved is indicated by its credit rating. Each credit point represents 10 hours of student effort. Undergraduate courses typically contain 10- or 20-credit modules (more usually 20) and postgraduate course typically 15- or 30-credit modules.
The normal study load expectation for an undergraduate full-time course of study in the standard academic year is 120 credit points. This amounts to around 36-42 hours of expected teaching and learning per week, inclusive of attendance requirements for lectures, seminars, tutorials, practical work, fieldwork or other scheduled classes, private study, and assessment. Part-time study load is the same as full-time pro-rata, with each credit point representing 10 hours of student effort.
Postgraduate Master’s courses typically comprise 180 credits, taken in three semesters when studied full-time. A Postgraduate Certificate (PGCert) comprises 60 credits and can usually be completed on a part-time basis in one year. A 120-credit Postgraduate Diploma (PGDip) can usually be completed on a part-time basis in two years.
Class contact times vary by course and type of module. Typically, for a module predominantly delivered through lectures you can expect at least 3 contact hours per week (lectures/seminars/tutorials). Laboratory classes often require a greater intensity of attendance in blocks. Some modules may combine lecture and laboratory. The precise model will depend on the course you apply for and may be subject to change from year to year for quality or enhancement reasons. Prospective students will be consulted about any significant changes.
Assessment
Assessment methods vary and are defined explicitly in each module. Assessment can be a combination of examination and coursework but may also be only one of these methods. Assessment is designed to assess your achievement of the module’s stated learning outcomes. You can expect to receive timely feedback on all coursework assessment. The precise assessment will depend on the module and may be subject to change from year to year for quality or enhancement reasons. You will be consulted about any significant changes.
Coursework can take many forms, for example: essay, report, seminar paper, test, presentation, dissertation, design, artefacts, portfolio, journal, group work. The precise form and combination of assessment will depend on the course you apply for and the module. Details will be made available in advance through induction, the course handbook, the module specification and the assessment timetable. The details are subject to change from year to year for quality or enhancement reasons. You will be consulted about any significant changes.
Normally, a module will have 4 learning outcomes, and no more than 2 items of assessment. An item of assessment can comprise more than one task. The notional workload and the equivalence across types of assessment is standardised.
Calculation of the Final Award
The class of Honours awarded in Bachelor’s degrees is usually determined by calculation of an aggregate mark based on performance across the modules at Levels 5 and 6, (which correspond to the second and third year of full-time attendance).
Level 6 modules contribute 70% of the aggregate mark and Level 5 contributes 30% to the calculation of the class of the award. Classification of integrated Master’s degrees with Honours include a Level 7 component. The calculation in this case is: 50% Level 7, 30% Level 6, 20% Level 5. At least half the Level 5 modules must be studied at the University for Level 5 to be included in the calculation of the class.
All other qualifications have an overall grade determined by results in modules from the final level of study. In Master’s degrees of more than 200 credit points the final 120 points usually determine the overall grading.
Academic profile
The University employs over 1,000 suitably qualified and experienced academic staff - 59% have PhDs in their subject field and many have professional body recognition.
Courses are taught by staff who are Professors (25%), Readers, Senior Lecturers (18%) or Lecturers (57%).
We require most academic staff to be qualified to teach in higher education: 82% hold either Postgraduate Certificates in Higher Education Practice or higher. Most academic staff (81%) are accredited fellows of the Higher Education Academy (HEA) - the university sector professional body for teaching and learning. Many academic and technical staff hold other professional body designations related to their subject or scholarly practice.
-
Read more
The profiles of many academic staff can be found on the University’s departmental websites and give a detailed insight into the range of staffing and expertise. The precise staffing for a course will depend on the department(s) involved and the availability and management of staff. This is subject to change annually and is confirmed in the timetable issued at the start of the course.
Occasionally, teaching may be supplemented by suitably qualified part-time staff (usually qualified researchers) and specialist guest lecturers. In these cases, all staff are inducted, mostly through our staff development programme ‘First Steps to Teaching’. In some cases, usually for provision in one of our out-centres, Recognised University Teachers are involved, supported by the University in suitable professional development for teaching.
Figures correct for academic year 2019-2020.
Jordanstown campus
The largest of Ulster's campuses.
Accommodation
Jordanstown is our biggest campus in an idyllic setting surrounded by lush lawns and trees. It's just a few hundred metres from Loughshore Park and promenade, and just seven miles from Belfast city centre.
Find out more
Sports Facilities
At our Jordanstown Campus we have world class facilities that are open all year round to our students and members of the public.
Find out more
Student support
At Student Support we provide many services to help students through their time at Ulster University.
Find out more
Address
Ulster University
Shore Road
Newtownabbey
Co. Antrim
BT37 0QB
T: 028 7012 3456
Fees and funding
Prices
Northern Ireland & EU: £686.60
England, Scotland, Wales and the Islands: £686.60
International: £1,562.20
Fees information
Information about how to pay for a course including different payment options is available at
https://www.ulster.ac.uk/finance/student/tuition-fees-payments
Scholarships, awards and prizes
Fee waivers may be available to those who meet the eligibility criteria. More information is available from FlexEd@ulster.ac.uk
Additional mandatory costs
Tuition fees and costs associated with accommodation, travel (including car parking charges), and normal living are a part of university life.
Where a course has additional mandatory expenses we make every effort to highlight them. These may include residential visits, field trips, materials (e.g. art, design, engineering) inoculations, security checks, computer equipment, uniforms, professional memberships etc.
We aim to provide students with the learning materials needed to support their studies. Our libraries are a valuable resource with an extensive collection of books and journals as well as first-class facilities and IT equipment. Computer suites and free wifi is also available on each of the campuses.
There will be some additional costs to being a student which cannot be itemised and these will be different for each student. You may choose to purchase your own textbooks and course materials or prefer your own computer and software. Printing and binding may also be required. There are additional fees for graduation ceremonies, examination resits and library fines. Additional costs vary from course to course.
Students choosing a period of paid work placement or study abroad as part of their course should be aware that there may be additional travel and living costs as well as tuition fees.
Please contact the course team for more information.
Disclaimer
- The University endeavours to deliver courses and programmes of study in accordance with the description set out in this prospectus. The University’s prospectus is produced at the earliest possible date in order to provide maximum assistance to individuals considering applying for a course of study offered by the University. The University makes every effort to ensure that the information contained in the prospectus is accurate but it is possible that some changes will occur between the date of printing and the start of the academic year to which it relates. Please note that the University’s website is the most up-to-date source of information regarding courses and facilities and we strongly recommend that you always visit the website before making any commitments.
- Although reasonable steps are taken to provide the programmes and services described, the University cannot guarantee the provision of any course or facility and the University may make variations to the contents or methods of delivery of courses, discontinue, merge or combine courses and introduce new courses if such action is reasonably considered to be necessary by the University. Such circumstances include (but are not limited to) industrial action, lack of demand, departure of key staff, changes in legislation or government policy including changes, if any, resulting from the UK departing the European Union, withdrawal or reduction of funding or other circumstances beyond the University’s reasonable control.
- If the University discontinues any courses, it will use its best endeavours to provide a suitable alternative course. In addition, courses may change during the course of study and in such circumstances the University will normally undertake a consultation process prior to any such changes being introduced and seek to ensure that no student is unreasonably prejudiced as a consequence of any such change.
- The University does not accept responsibility (other than through the negligence of the University, its staff or agents), for the consequences of any modification or cancellation of any course, or part of a course, offered by the University but will take into consideration the effects on individual students and seek to minimise the impact of such effects where reasonably practicable.
- The University cannot accept any liability for disruption to its provision of educational or other services caused by circumstances beyond its control, but the University will take all reasonable steps to minimise the resultant disruption to such services.
