Strategic digital marketing

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Strategic Digital Communications

Module number: BSM805

MSc Corporate Communications and Public Affairs

MSc International Marketing Management

MSc Tourism and Hospitality Management

MSc Fashion Management

Module Handbook 2019/20:

· Programme of Study

· Coursework Details

· Assessment Information

· Digital tools

· Reading list

Module Co-ordinator:

Helen Dargie

[email protected]

BSM805 Strategic Digital Communications– Programme of Study

Full Time Students

WEEK

Lecture Topic

Tutorial Task

Reading from Chaffey & Smith 2019 only. Additional reading found on lecture slides and Moodle.

Introduction to Digital Communications

Client Website Analysis

• Chapter 2

• Chapter 10: Section 10.8

Digital Communication Strategies

Situational Analysis Continued

• Chapter 4

• Chapter 10: Sections 10.1-10.7

Search Engine Optimisation (SEO)

Client Visit – more information in due course

• Chapter 3: Section 3.4

• Chapter 7: Section 7.1

Google Analytics

SEO Task

• Chapter 7: section 7.6

Content Marketing

Competitor Analysis

• Chapter 8

Digital Public Relations

Google Analytics Task

• Chapter 6

• Chapter 7: Section 7.2

Social Media

Content and Online Partners

• Chapter 5

Blogs and Influencer Marketing

Social Media Task

• Chapter 8: Section 7.7

Email Marketing

Email Task

• Chapter 1: Section 1.9

Digital Branding and Advertising

Objective Setting

• Chapter 7: Sections 7.3,

7.4 and 7.5

Coursework Overview Session

Digital Communication

Priorities

Robert Gordon University

School of Creative and Cultural Business

Session :

2019-20

Semester :

Module Number :	BSM805
Module Title :	Strategic Digital Communications
CW (e.g. C1, C2, C3) :	CW1
Sub deadline :	Monday 25th May by 1pm
Module Co-ord :	Helen Dargie [email protected]

• Coursework Aim

To develop an advanced understanding of digital communications strategy and the effective use of digital communication tools.

• Coursework Objectives

1. To critically evaluate the digital communications strategy for a live client and make recommendations based on your findings.

2. Apply a range of digital communication tools in the context of a live client

• Presentation Format / Instructions

Individually you should complete the Digital Communications Audit Report (available on Moodle), clearly demonstrating your analytical, critical and evaluative skills. The report should appraise the allocated live client’s use of digital communications, using a strategic digital framework.

The emphasis should be on the website and social media. Report sections include situation analysis, digital channel evaluation, objective setting, digital strategy, measurement and future recommendations.

The report should not exceed 6,000 words and should be in the style of a professional business report.

• Submission Date

Monday 25th May by 1pm.

Coursework should be submitted electronically via the designated Assignment Dropbox in the Module Study Area in CampusMoodle.

Hand back to students: four working weeks.

• Where you can lose marks:

· If you deviate substantially from the specified word count (+ or – 10%), up to 1 grade point may be deducted.

· Presentation and professionalism is important in this assessment - the penalty for poor spelling and grammar is the deduction of up to 1 grade point. Check your work carefully before submission.

· Coursework received late, without valid reason, will be regarded as a non-submission (NS) and one of your assessment opportunities will be lost.

The University operates a Fit to Sit Policy which means that if you undertake an assessment then you are declaring yourself well enough to do so.

• Coursework Extension:

The University operates a Fit to Sit Policy which means that if you undertake an assessment then you are declaring yourself well enough to do so.

· Deferrals – If you are not fit to sit an assessment, you should complete a ‘Deferral Request Form’.

· Extensions – If you require a short extension, you should complete and submit a ‘Coursework Extension Form’.

These forms are available on the RGU website at: www.rgu.ac.uk/academicregulationsstudentforms or through the RGyoU Portal under the ‘My Results’ tab. You should submit the form through your RGU email account to your School-specific email address, which can be found at: www.rgu.ac.uk/academicregulations

Supporting evidence should be scanned and included with the email.

Coursework received late, without valid reason, will be regarded as a Non-Submission (NS) and one of your assessment opportunities will be lost.

• Plagiarism

“Plagiarism is the practice of presenting the thoughts, writings or other output of another or others as original, without acknowledgement of their source(s). All material used to support a piece of work, whether a printed publication or from electronic media, should be appropriately identified and referenced and should not normally be copied directly unless as an acknowledged quote. Text translated into the words of the individual student should in all cases acknowledge the source.”

Before submitting assignments, you should check through it to ensure that:

· all material identified as originally from a previously published source has been properly attributed by the inclusion of an appropriate citation in the text;

· direct quotations are marked as such (using “quotation marks” at the beginning and end of the selected text), and

· full details of the reference citations have been included in the Reference List (in RGU Harvard format).

Students are encouraged to review their work using the Turnitin Plagiarism Detection Service via CampusMoodle before final submission.

For further information on academic honesty, please see:

http://campusmoodle.rgu.ac.uk/course/view.php?id=76611

For further information on academic writing, please see:

http://www4.rgu.ac.uk/energy/induction/page.cfm?pge=48530

For further information on RGU Harvard Referencing, please see:

http://libguides.rgu.ac.uk/rguharvard

• Word Count

If the word count of an assessment is considered critical, then this will be reflected in the assessment criteria for that assessment.

Generally, the title page, executive summary (or abstract), contents page, lists of tables and figures, glossary (if required), reference list, bibliography (if required) and any appendices are not part of the word count.

Everything in the main body of text, including headings, sub-headings, citations and direct quotes, is included in the word count.

Anything you consider essential for your marker to read should be in the main body of text. Anything that is supplementary or supporting material should be in the appendices. Regarding tables in the main body of text:

· A table containing mainly numeric content would not be considered part of the word count.

· A table containing mainly text content would be considered part of the word count.

• Referencing Style

Please use the RGU Harvard Referencing style to identify all sources used to support your assessment submission.

Details of how to use the RGU Harvard Referencing Style can be found on the Library Moodle pages and by attending the Library Harvard referencing classes, which run twice a week during the semester – you can sign up to attend one of these classes from the Library Moodle site.

Before submitting your work, you should check through it to ensure that:

· All material that has been identified as originally from a previously published source has been properly attributed by the inclusion of an appropriate citation in the text.

· Direct quotations are marked as such (using “quotation marks” at the beginning and end of the selected text).

· A full and accurate Reference List is provided.

• Coursework Resubmission

If required, an individual digital audit report based on the same brief as above but including updated client information, will be submitted during re-sit window. Date to be advised - August 2020.

The Robert Gordon University

ASSESSMENT GRID – (BSM805) Strategic Digital Communications

Component 1 – 100% weighting

Student number:

Criteria	Grade A (70-100%) Excellent: Outstanding Performance	Grade B (60-69%) Commendable: Meritorious Performance	Grade C (50-59%) Good: Highly Competent Performance	Grade D (40-49%) Satisfactory: Competent Performance	Grade E (35-39%) Borderline Fail: Open to compensation	Grade F (under 35%) Fail: Unsatisfactory	N/S	Component %
Knowledge (20%)	Excellent demonstration of knowledge of underlying communication theories and concepts	Very good demonstration of knowledge of underlying communication theories and concepts	Good demonstration of knowledge of underlying communication theories and concepts	Satisfactory demonstration of knowledge of underlying communication theories and concepts	Weak demonstration of knowledge of underlying communication theories and concepts	Unsatisfactory demonstration of knowledge of underlying communication theories and concepts
Analysis (30%)	Excellent situational analysis with excellent critical analysis of the client’s current digital communications strategy	Very good situational analysis with clear evidence of critical analysis of the client’s current digital communications strategy	Good situational analysis with reasonable attempt at critical analysis of the client’s current digital communications strategy	Satisfactory situational analysis with some attempt at critical analysis of the client’s current digital communications strategy	Weak situational analysis with very little critical analysis of the client’s current digital communications strategy	Unsatisfactory situational analysis and no attempt at analysis of the client’s current digital communications strategy
Apply (20%)	Excellent application of digital communication tools and techniques evidenced	Very good application of digital communication tools and techniques evidenced	Good application of digital communication tools and techniques evidenced	Satisfactory application of digital communication tools and techniques evidenced	Weak application of digital communication tools and techniques evidenced	Unsatisfactory application of digital communication tools and techniques evidenced
Recommendations (20%)	Excellent recommendations, highly appropriate for the client underpinned with strong justification and evaluation	Very good recommendations appropriate for the client underpinned with commendable justification and evaluation	Good recommendations mostly appropriate for the client underpinned with good justification and evaluation	Satisfactory recommendations but not all appropriate for the client underpinned with justification and evaluation	Weak recommendations, generally not appropriate for the client. Weak justification and evaluation provided	Unsatisfactory recommendations, not appropriate for the client. Very weak justification and evaluation provided
Presentation (10%)	Excellent professional tone and standard of presentation is consistently adopted throughout.	Professional tone and standard of presentation is adopted throughout	Generally a professional tone and standard of presentation is adopted throughout	Has some presentation weaknesses however a professional tone and standard of presentation is generally adopted throughout	Weak professional tone and standard of presentation throughout	Unsatisfactory tone and standard of presentation throughout
Overall %

Feedback:

1st Marker: ………………………………. 2nd Marker: ……………………………….

Digital Communications Tools

The required browser for this course is Google Chrome. A number of relevant tools will be introduced over the course of the module, and the links for each tool can be found below. There is a mix of Chrome browser extensions, online tools and other software that can be used for the module coursework and in your future career.

Chrome browser extensions:

· MozBar

· VStat

· Page Load Time

Google Analytics

· Google Analytics

SEO

Keyword research:

· Ubersuggest

· Keyword Tool

· Google Keyword Planner

Other:

· Moz Link Explorer

· SEMrush

· Similar Web

· Alexa Analytics

The tools below are not required for your coursework but may be helpful in the future.

Social Analytics and Measurement

· Facebook Page Insights (NB you need to have a page to view its Insights)

· YouTube Analytics (see above, must have a YT channel)

· Twitter Analytics (must have Twitter account)

· Google Analytics (social reports)

Content Performance Measurement

· TweetReach

· SharedCount

Social, Content and Influencer Research

· Buzzsumo

· Follower Wonk

· Twitter Search

Management, Operation and Monitoring

· Hootsuite

· TweekDeck

· Sprout Social

Content Marketing (inc. email)

· Google Trends

This helpful web article also includes a list of additional content marketing tools.

Suggested Reading

It is vital to your progress through this module and your performance in the assessment that you read as widely as possible within the subject area. Given the nature of this module, you may find that some of the most useful resources can be found online, nevertheless there are a number of textbooks that you may find useful.

You should be undertaking your own research and reading, and you will find many more resources available within the RGU library.

CHAFFEY, D. and ELLIS-CHADWICK, F., 2019. Digital Marketing: Strategy, Implementation and Practice. 7TH ed. Harlow: Pearson Education Limited.

CHAFFEY, D. and SMITH, P.R., 2017. Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing. 5th ed. Abington, Oxon: Taylor & Francis.

CHARLESWORTH, A., 2018. Digital Marketing: A Practical Approach. 3rd ed. Abingdon, Oxon: Routledge.

DODSON, I., 2016. The Art of Digital Marketing: The definitive guide to creating strategic, targeted and measurable online campaigns. New Jersey: Wiley & Sons Inc.

FILL, C. and TURNBULL, S., 2016. Marketing Communications: Discovery, Creation and Conversations. 7th ed. Harlow: Pearson Education Limited.

KINGSNORTH, S., 2019. Digital Marketing Strategy: an integrated approach to online marketing. 2nd ed. London: Kogan Page Limited.

RYAN, D., 2016. Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation. 4th ed. London: Kogan Page Limited.

Additional Useful Resources:

AdWeek - www.adweek.com

Art Copy & Code - www.artcopycode.com

Econsultancy – https://econsultancy.com/emea/

HSTalks – https://hstalks.com/

Interbrand - www.interbrand.com/en

Mintel – http://www.mintel.com/

Moz – https://moz.com/

Retail week - https://www.retail-week.com/