MS70114E: Strategic marketing
and psychology in digital era
20 credits
Academic Year 2023-24
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Table of contents
1 Key team contact details 3
2 Module content 3
3 Learning materials 5
4 Maintaining Academic Honesty and Integrity 5
5 Meeting Deadlines 5
6 Getting Support 6
7 Preparing for your Assessment 6
8 Summative Assessments 6
Summative Assessment 1 ................................................................................................... 7
Summative Assessment 2 ………………………………………………………………………..9
Summative Assessment ………………………………………………………………………...11
9 Glossary and Acronyms 14
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1 Key team contact details
Module Leader Isurini Wickramanayake
Email
[email protected] External Examiner Manal Ghosh, University of Sunderland
2 Module content
As the role of digital technology and data intensifies, the strategic considerations of senior
marketers need to be frequently reassessed. This module aims to create a productive discourse
on contemporary marketing challenges and future digital marketing trends and their impact on
marketing, industry, consumers and the environment. Students will gain the knowledge and skills
required to develop and provide an industry standard, consultative approach to defining and
delivering effective marketing projects. Through this module, students would also gain a valuable
portfolio of marketing and research skills which would enable them to critically reflect on the role
and responsibilities of contemporary marketers, develop effective marketing proposals and gain an
in-depth understanding of conducting research in marketing.
This module aims to develop strategic creative thinking which is an essential attribute desired by
most employers. Ability to grasp the core principles of marketing and applying them across various
contexts to solve problems faced by modern day organisations is a skill needed for marketers to
be successful in this digital era. This module will help student acquire relevant knowledge and skill
both through learning material and classroom exercises.
Pls note that more information is available about the module in the course handbook which details
out how the module forms a core element in the course.
Indicative topics;
1. Traditional and contemporary theories in marketing
2. Current and emerging trends in marketing
3. The science and psychology behind key marketing concepts
4. Marketing/ Digital marketing strategy
5. Consumer psychology
6. Story telling in digital era
7. Consumer profiling in the digital world
8. Basics of artificial intelligence and its uses in marketing
9. Big data and marketing strategy
10. Market research in digital era
11. Social media marketing
At the end of this module, the student will be able to:
LO1. Critically evaluate the strategic frameworks, concepts and paradigms that underpin emerging
themes in marketing theory to contrast with traditional theory.
LO2. Demonstrate systematic knowledge and understanding of current and emerging marketing
trends and issues in a complex post-industrial society and evaluate current research
advancements.
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LO3. Demonstrate originality and thought leadership in critically reflecting on the contested space
between industry, consumers, society and the government, including complex psychological
factors relating to marketing and consumer consumption across a broad range of contexts.
LO4. Critically examine digitalisation in the fourth revolution and critically assess how these
technologies impact digital marketing and productivity in business.
LO5. Identify and critically debate the threats to cyber security and data protection, and the need
for regulations in the digital age.
LO6. Develop insightful recommendations, which take account of the complexities posed by a
post-modern society, contradictory perspectives on contemporary marketing and the new digital
and social marketing tools and techniques available, and clearly communicate those to specialist
and non-specialist audiences, using appropriate digital tools and software.
Expectations
Specific expectations students can have of tutors:
1. Guidance and support: Your tutor will provide you with academic guidance and will help you
reflect on your academic progress so that you get the most out of your studies. Your tutor and
student support team will also provide advice on the wider network of specialist student support
services at the University to help you have the best possible experience during your studies.
2. Confidentiality: Some information may be sensitive. Although it may be necessary to consult
colleagues, University staff will treat such information as confidential and will limit disclosures to
the minimum necessary.
3. Assessment marks and summative: feedback Assessment marks and summative feedback
will be given within 3 working weeks from the assessment submission deadline.
Specific expectations tutors will have of students:
Tutors expect students to fully commit to the learning process both online and in class. We expect
you to follow the University code of conduct and treat all staff, each other, and all visitors with
respect and in a manner that is compatible with the University’s Equality and Diversity statement.
1. Engagement: You are expected to attend all the classes and seminars and be punctual.
You will get the most out of your support by working in partnership with your tutor and
student support team. This is a two-way process and by taking part fully you will gain more
benefits from your experience at the University. You are therefore, expected to actively
participate and engage in class activities and inform the tutor by email when and if you are
unable to attend any classes.
2. Preparation: You are expected to ready any preparation material and prepare any required
tasks ahead of each weekly lecture. Similarly, you are expected to follow up each lecture
with further required reading and tasks as instructed by your tutor. These are essential to
actively participate and engage in class activities.
3. Professional conduct: You are expected to behave professionally in classes and not
cause any disruption that might affect other students’ learning. You are also expected to
communicate with your tutors in a professional manner.
4. Attempt all assessments: You are expected to attempt all assessments by submission
deadline unless there are extenuating circumstances (in which case please contact your
Course Leader for extension request or mitigation claim prior to the assessment deadline).
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3 Learning materials
The reading list for this module is available on Blackboard in the module area and online by
searching readinglists. This shows real-time availability of books in the library and provides direct
links to digital items, recommended by your lecturer.
Remember to log into Blackboard daily to receive all the latest news and support available
at your module sites!
Subject guides (libraryguides) are also available to help you find relevant information for
assignments, with contact details of the Subject Librarian for your School.
Essential Reading:
• Johnson, G et al. (2017) Exploring Strategy: Texts and Cases, 11th Edition, Pearson
• Gabay, J (2015) Brand Psychology: Consumer Perceptions, Corporate Reputations. Kogan
Page
• Dougherty, R and Wilson, H.J (2018) Human and Machine: Reimagining Work in the Age of
AI, Harvard Business Press Review
• Osterwalder, A and Pigneur, Y. (2010) Business Model Generation, Wiley
Recommended Reading:
• Chaffey, D. and Ellis-Chadwick, F. (2019) Digital Marketing Strategy: Implementation and
Practice 7th Edition, Pearson Education Limited
4 Maintaining Academic Honesty and Integrity
Academic Integrity means avoiding plagiarism and cheating and owning your own work, the use of
essay mills and AI content is also considered academic misconduct. This is when you submit a
piece of work which is not completely your own, but which you are presenting as your own without
acknowledging the author or properly referencing the original source. All your work must
demonstrate Academic Integrity; it must be an honest and fair submission, complying with all the
requirements of the assessment. Failure to meet these standards of behaviour and practice is
academic misconduct, which can result in penalties being applied under the Academic Offences
Regulations. You can get support with your academic writing by speaking to our Study support
team.
5 Meeting Deadlines
You should always try your best to submit your work on time. You can submit coursework up to 10
calendar days late without penalty if you request an extension before the submission deadline.
Without an extension, the maximum mark you will be able to get for that work will be the pass
mark.
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6 Getting Support
There may be times when you experience circumstances outside of your control and talking to
your Module Leader and other support services available to you in the university will help keep you
on track with your studies. You can access information on support services and further guidance
at our Support for current students page.
If your circumstances mean that you are not able to submit at all or are unable to attend an in-
person assessment like an exam or in-class test, then you can request mitigation for the
assessment. Approved mitigation means that you can have another attempt without penalty if you
fail an assessment or do not submit.
If you request an extension or mitigation before the deadline you can choose to self-certify, without
providing evidence, so long as you have a valid reason. You can only self-certify three
assessments per academic year. If you have used all your self-certification opportunities, or
requested mitigation after the deadline, you will need to provide evidence of your exceptional
circumstances for your request to be granted.
Your Students’ Union Advice Team will be able to support you through the process.
7 Preparing for your Assessment
A key part of your learning will be preparation for your summative assessment. You will be
provided feedback on your formative assessments, and this will help you to better understand
what is required of you when you submit your summative assessment. Please see below guidance
on your formative assessment and how to access your feedback.
Assessment Support
Assessment Teaching Weeks in Outline of Type and Student How will the
which Assessment Form of Preparation Support
Support Takes Place Assessment Required Prior to Session to be
Support to be or After the Delivered
Provided Support Session
A1 Week 3 Q & A to prepare Questions / Answering
for the assessment clarifications questions &
required in order to providing clarity
discuss with the in class
tutor
Week 8 Q & A and other Questions / Answering
A2 resources to clarifications questions &
prepare for the required in order to providing clarity
assessment discuss with the in class
tutor
Week 11/12/13 Q & A, step by Questions / Feedback in
A3 step guide clarifications/ draft class
checking
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8 Summative Assessments
Summative Assessment 1
Assessment title Oral assignment
Submission date and time Week 6 (Exact date to be communicated)
Word Count (or equivalent) 10 min presentation
Where to submit Upload to Turnitin and present in class
Feedback date 15 working days from the original submission date
Assessment Weighting 25%
PSRB requirements (if N/A
applicable)
Submitting, feedback & grades online using Blackboard
Main objectives of the Assessment
Demonstrate the ability to identify and evaluate digital marketing trends in terms of its impact to
consumers as well as organisations.
Assignment brief: As a digital marketer, you are required to select a digital marketing trend which
is impacting how organisations to business and its consumers at present and/or in the near future.
Prepare a presentation for 10 minutes elaborating on the trend, its pros and cons, etc and face a
5-minute Q&A. Your presentation should include below elements.
No. Learning Outcome Marking Criteria
1 Rationale behind your topic
- Why you decided to select the 15
particular trend
- Importance of the trend
- Key statistics behind the trend
2 How the trend is impacting organisations
- Changes in ways of doing business / 25
marketing
- Industry examples
3 How the trend is changing/ impacting
consumer behaviour
25
- What key psychological or
behavioural aspects of consumer this
trend underpins
- How the trend is changing consumer
behaviour with examples
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4 Opportunities & threats
- What are the opportunities this trend 15
poses organisations and consumers
(Provide examples)
- What are the threats this trend poses
organisations and consumers
(Provide examples)
5 Q&A
- Ability to showcase knowledge 10
around the trend selected
- Confidence in answering questions
- Clarity in answers given
6 Presentation skills
- Quality and creativity of the 10
presentation
- Structure and flow
- Delivery of the presentation
- Professionalism
Pass mark for the assessment is 50%
Learning outcomes covered in the assessment are L02 and L03.
Grading criteria:
0-29: The presentation lacks essential elements across the board. It fails to identify a key digital
marketing trend, lacks a clear rationale for the chosen topic, lacks evidence on how the trend is
impacting organisations and consumers and overlooks potential future opportunities and threats.
30-39: The presentation falls short in crucial aspects. Lack of evidence behind the chosen topic,
not enough clarity around the reason for choosing the topic, no clarity around how the trend is
impacting organisations and consumers and fail to identify correct opportunities and threats.
40-49: The presentation is deficient in some key areas. While a trend has been identified, no
sufficient information given around the trend. Fails to identify clearly how the trend is changing
consumer and organisational behaviour with insufficient information around opportunities and
threats.
50-59: A reasonably structured presentation that identifies an essential digital marketing trend. It
offers a good rationale for the chosen topic, explores how the trend affects organisational and
consumer behaviour with some idea on psychology and consumer behaviour with some examples.
Few opportunities and threats identified.
60-69: A well-structured presentation that effectively identifies a critical digital marketing trend. It
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presents a very coherent rationale for the chosen topic, explores potential opportunities and
threats with examples. Identifies how it changes behaviour with sound examples. Presented with
clarity and professionalism with a good level of creativity.
70+: A professionally executed presentation that successfully identifies a pivotal digital marketing
trend. It features an excellent rationale for the chosen topic, thoroughly explores potential
opportunities and threats with outstanding examples. Clearly justifies and elaborates how the trend
is making changes with examples. Presented effectively and creatively.
Employability Skills
This assessment covers the following employability skills, which you could demonstrate on your
CV and at job interviews if you successfully pass the assessment:
• Communication
o Writing
o Speaking
o Listening
o Presenting
o Non-Verbal
• Take initiative and self-motivating
• Critical thinking
• Can work under pressure and to deadline
• Industry/commercial aware
• Digitally literate
• Creativity/lateral thinking
• Time management
• Intellectual curiosity
• Confidence
• Global/cultural awareness
Summative Assessment 2
Assessment title Artefact
Submission date and time Week 10 (Exact date to be communicated)
Word Count (or equivalent) 10 minute Vlog or Podcast
Where to submit Upload to Turnitin
Feedback date 15 working days from the original submission date
Assessment Weighting 25%
PSRB requirements (if N/A
applicable)
Submitting, feedback & grades online using Blackboard
Main objectives of the Assessment
Demonstrate the ability to apply a trending digital marketing concept into practice.
Assignment brief: As a digital marketing influencer, you are required to select a digital marketing
trend/ concept popular at present and create a podcast or a vlog which gives guidance to an
audience of your choice (Ex: small business owners etc) on how to use the digital marketing trend
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or concept in growing their business. You are supposed to share the topic with the tutor and gain
agreement before working on it by week 8 at least.
No. Learning Outcome Marking Criteria
1 Introduce the trend / concept
- Importance of the trend/ concept 20
- How it has evolved with key
milestones and statistics
- Interesting facts around the topic
2 Step by step guide on how to use the trend
- Give tips, strategies and How-to skills 35
around using this trend / concept in
developing a business
- Give an example elaborating on the
same
3 Advantages and disadvantages of following
or not following the trend / concepts
25
- Explain the advantages of utilising
this trend
- Explain the disadvantages of
following or unfollowing the trend
- Explain how to overcome the barriers
to implement this trend
4 Creativity & design
- Quality and creativity of the 20
presentation
- Structure and flow
- Delivery
- Engagement & interactivity
Pass mark for the assessment is 50%
Learning outcomes covered in the assessment are L01, L03, L04 and L06.
Grading criteria:
0-29: The artefact lacks in quality and content. Concept or trend is not clearly explained. No
specific strategy or tips given to utilize the trend in business. No interactivity or creativity displayed.
Has not been able to identify advantages and disadvantages clearly.
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30-39: The artefact falls short in terms of giving sufficient information and direction. Lacks content
in terms of how the trend can be used. Advantages and disadvantages are not clear. Lacks
creativity and quality.
40-49: The artefact is deficient in some key areas. While a trend has been identified, no sufficient
information given around the trend. Fails to identify clearly how the trend can be used in
developing or growing a business and insufficient information around advantages and
disadvantages. Not up to standard in terms of creativity and quality.
50-59: A reasonably good artefact that identifies an essential digital marketing trend/ concept. It
offers a good explanation for the chosen topic, explores how it can be utilised to grow a business
with an example. Few advantages and disadvantages identified. Some level of creativity and
interactivity displayed.
60-69: A well designed artefact that effectively identifies a critical digital marketing trend. It
presents a very detailed view of the chosen topic, explores how it can be utilised with strategies
and tips with examples. Identifies advantaged and explains how to overcome disadvantages and
barriers. Presented with interactivity with a good level of creativity and quality.
70+: A professionally executed artefact that successfully identifies a pivotal digital marketing
trend. It features an excellent information around the chosen topic, thoroughly explores with
strategies and tips as to how it can help develop a business with outstanding examples. Clearly
identifies and elaborates on the advantages and disadvantages and how to overcome barriers.
Presented effectively and creatively with a great level of interactivity.
Employability Skills
This assessment covers the following employability skills, which you could demonstrate on your
CV and at job interviews if you successfully pass the assessment:
• Communication
o Writing
o Speaking
o Presenting
o Non-Verbal
• Problem solving
• Take initiative and self-motivation
• Critical thinking
• Planning and organisation skills
• Industry/commercial awareness
Summative Assessment 3
Assessment title Written assignment
Submission date and time Week 14 (Exact date to be communicated)
Word Count (or equivalent) 2500 word report
Where to submit Upload to Turnitin
Feedback date 15 working days from the original submission date
Assessment Weighting 50%
PSRB requirements (if N/A
applicable)
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Submitting, feedback & grades online using Blackboard
Main objectives of the Assessment
Showcase the comprehensive understanding and ability to develop a digital marketing strategy.
Assignment brief: As a digital marketer, develop a two year digital marketing strategy and a plan
for a selected organisation/ brand of your choice with clear analysis and justification provided for
strategic choices made. Clear application for strategic frameworks or concepts should be visible.
No. Learning Outcome Marking Criteria
1 Introduction to the organisation 10
2 Internal & external analysis
- SWOT 15
- PESTEL
- Competitor and industry analysis
- Digital media analysis
3 Objective setting and strategy development
- Set clear corporate, business, 25
marketing and digital marketing
objectives based on the vision and
mission of the organisation
- Conduct a gap analysis to identify the
right course of actions based on the
challenges faced by the organisation
- State a clear strategy to achieve
these objectives
4 Segmentation, targeting and positioning
- Identify key segments based on 25
relevant segmentation criteria
- Suggest with justification a clear
target audience
- Discuss current and desired
positioning
- Discuss value proposition and
suggest any changes if required
5 Propose a digital marketing plan with
justification for the digital marketing mix
suggested 20
- Visibility plan
- Engagement plan
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- Timeline and activity plan
6 Clarity, professionalism and presentation
05
Pass mark for the assessment is 50%
Learning outcomes covered in the assessment are L03, L04, L05 and L06.
Grading criteria:
0-29: A totally inadequate report, lacking the application of theoretical frameworks and offering
weak justifications, exhibits a notably deficient presentation (including multiple grammar issues),
demonstrates no grasp of the macro and micro-level influences, evolving customer preferences,
and consumer psychology, completely falls short of providing sound reasoning for creating
SMART marketing objectives, crafting a suitable marketing mix, and selecting appropriate digital
marketing strategies, fails to offer any insights into campaign measurement strategies and the
potential impacts of legislation.
30-39: An inadequate report, lacking the application of theoretical frameworks and offering fewer
justifications, exhibits a notably deficient presentation (including multiple grammar issues) and
demonstrates a basic understanding of the macro and micro-level influences, evolving customer
preferences, and consumer psychology, fall short of providing sound reasoning for creating
SMART marketing objectives, crafting a suitable marketing mix, and selecting appropriate digital
marketing strategies, offer little insights into campaign measurement strategies and the potential
impacts of legislation.
40-49: A deficient report, lacking the application of theoretical frameworks and offering fewer
justifications, exhibits a notably deficient presentation (including multiple grammar issues) and
demonstrates a superficial understanding of the macro and micro-level influences, evolving
customer preferences, and consumer psychology, fall short of providing sound reasoning for
creating SMART marketing objectives, crafting a suitable marketing mix, and selecting appropriate
digital marketing strategies, offer somewhat insights into campaign measurement strategies and
the potential impacts of legislation.
50-59: A reasonably constructed report, valid application of theoretical frameworks and offering
reasonable justifications, clearly presented (including grammar) and demonstrates a good
understanding of the macro and micro-level influences, evolving customer preferences, and
consumer psychology and provided rational reasoning for creating SMART marketing objectives,
crafting a suitable marketing mix, and selecting appropriate digital marketing strategies, offered
good insights into campaign measurement strategies and the potential impacts of legislation.
60-69: A clearly constructed report, critical application of theoretical frameworks and offering clear
justifications, well presented (including grammar) and demonstrates an above average
understanding of the macro and micro-level influences, evolving customer preferences, and
consumer psychology and provided clear reasoning for creating SMART marketing objectives,
crafting a suitable marketing mix, and selecting appropriate digital marketing strategies, offered
detailed insights into campaign measurement strategies and the potential impacts of legislation.
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70+: An excellent report, critical application of theoretical frameworks and offering excellent
justifications, professionally presented (including grammar) and demonstrates an excellent
understanding of the macro and micro-level influences, evolving customer preferences, and
consumer psychology and provided perfect reasoning for creating SMART marketing objectives,
crafting a suitable marketing mix, and selecting appropriate digital marketing strategies.
Employability Skills
This assessment covers the following employability skills, which you could demonstrate on your
CV and at job interviews if you successfully pass the assessment:
• Communication
o Writing
o Speaking
o Presenting
o Non-Verbal
• Problem solving
• Take initiative and self-motivation
• Critical thinking
• Planning and organisation skills
• Industry/commercial awareness
9 Glossary and Acronyms
Terms and definitions
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