Last modified: 25 Sep 2019 09:58
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
| Study Type | Postgraduate | Level | 5 |
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| Session | Third Sub Session | Credit Points | 15 credits (7.5 ECTS credits) |
| Campus | Offshore | Sustained Study | No |
| Co-ordinators |
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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.
Information on contact teaching time is available from the course guide.
| Assessment Type | Summative | Weighting | 10 | |
|---|---|---|---|---|
| Assessment Weeks | Feedback Weeks | |||
| 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. |
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| Knowledge Level | Thinking Skill | Outcome |
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| Assessment Type | Summative | Weighting | 10 | |
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| Assessment Weeks | Feedback Weeks | |||
| 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. |
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| Knowledge Level | Thinking Skill | Outcome |
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| Assessment Type | Summative | Weighting | 20 | |
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| Assessment Weeks | Feedback Weeks | |||
| Feedback |
Only one person from each group needs to present. Your individual contribution to the presentation is subject to review by your peers. |
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| Knowledge Level | Thinking Skill | Outcome |
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| Assessment Type | Summative | Weighting | 60 | |
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| Assessment Weeks | Feedback Weeks | |||
| 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. |
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| Knowledge Level | Thinking Skill | Outcome |
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There are no assessments for this course.
| Knowledge Level | Thinking Skill | Outcome |
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