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QB5902: DIGITAL MARKETING (2019-2020)

Last modified: 25 Sep 2019 09:58


Course Overview

The course provides both a strategic orientation and tactical orientation:

Strategic:

§  How to align digital strategy with a wider business strategy

§  The value that (internal and external) research and analytics can bring to digital marketing decisions

Tactical:

§  Assess the quality of any website based on a range of important measures

§  Benchmark a website’s performance against online competitors

§  Investigate the potential of a business idea for a given market sector

§  Present digital marketing research and advice to a generalist audience

§  Understand the potential commercial value of social media

§  Interpret onsite analytics in support of business objectives

Course Details

Study Type Postgraduate Level 5
Term Third Term Credit Points 15 credits (7.5 ECTS credits)
Campus Offshore Sustained Study No
Co-ordinators
  • Mr Russell Williams

What courses & programmes must have been taken before this course?

  • Any Postgraduate Programme (Studied)

What other courses must be taken with this course?

None.

What courses cannot be taken with this course?

None.

Are there a limited number of places available?

No

Course Description

Focussing on the B2C sector, the course begins with an overview of the online environment in terms of technologies, sectoral adoption rates, user-profiles etc. The course then proceeds with a focus on the vendor-consumer encounter in cyberspace. In doing so, the course considers topics including: usability; accessibility; motivation (flow); online trust, and information processing.


Contact Teaching Time

Information on contact teaching time is available from the course guide.

Teaching Breakdown

More Information about Week Numbers


Details, including assessments, may be subject to change until 30 August 2024 for 1st term courses and 20 December 2024 for 2nd term courses.

Summative Assessments

Class Test - Multiple Choice Questions

Assessment Type Summative Weighting 10
Assessment Weeks Feedback Weeks

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Feedback

Students will gain access to the quiz questions on Sunday 14th April 2019 There are three quizzes to complete, each quiz will display 10 questions selected at random. The quizzes must be completed by 11.59 pm Qatar Time on Sunday 28th April. The pass mark for the quizzes is 70% and two attempts at each quiz will permitted.

Learning Outcomes
Knowledge LevelThinking SkillOutcome
Sorry, we don't have this information available just now. Please check the course guide on MyAberdeen or with the Course Coordinator

Class Test - Multiple Choice Questions

Assessment Type Summative Weighting 10
Assessment Weeks Feedback Weeks

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Feedback

Students will gain access to the quiz questions on Sunday 14th April 2019 at 4.00 pm Qatar Time. There are three quizzes to complete, each quiz will display 10 questions selected at random. The quizzes must be completed by 9am on Sunday 28th April at 11.59 pm Qatar Time. The pass mark for the quizzes is 70% and students will be allowed two attempts at each quiz.

Learning Outcomes
Knowledge LevelThinking SkillOutcome
Sorry, we don't have this information available just now. Please check the course guide on MyAberdeen or with the Course Coordinator

Oral Presentation: Group

Assessment Type Summative Weighting 20
Assessment Weeks Feedback Weeks

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Feedback

Only one person from each group needs to present. Your individual contribution to the presentation is subject to review by your peers.

Learning Outcomes
Knowledge LevelThinking SkillOutcome
Sorry, we don't have this information available just now. Please check the course guide on MyAberdeen or with the Course Coordinator

Report: Individual

Assessment Type Summative Weighting 60
Assessment Weeks Feedback Weeks

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Feedback

On Thursday 02nd May 2019 at 4.00 pm you will receive a report briefing. The format is 3,000 words (+/- 10%) with a deadline for submission of Sunday 09th Jun 11.59 pm Doha Time June.

Learning Outcomes
Knowledge LevelThinking SkillOutcome
Sorry, we don't have this information available just now. Please check the course guide on MyAberdeen or with the Course Coordinator

Formative Assessment

There are no assessments for this course.

Course Learning Outcomes

Knowledge LevelThinking SkillOutcome
Sorry, we don't have this information available just now. Please check the course guide on MyAberdeen or with the Course Coordinator

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