Course Regulatory Schedule

The course shall conform to both University Scheme and University Academic Regulations.

9.0 USEFUL INFORMATION

10.0 DIRECTORY OF MODULES FOR THE COURSE Core modules

Digital Marketing – This module introduces students to the current practices relating to digital media and marketing. It also presents theoretical frameworks and models which are relevant to digital marketing practice as the discipline develops. It begins by situating digital marketing within the business functions of an

organisation and its integrated marketing communications. It then examines the development of supporting technologies for digital marketing which enable web design, online advertising, email and search marketing, customer relationship management and loyalty. The module examines the role of social media in marketing, other new media developments and the evaluation of digital marketing campaigns.

Data Mining Business Applications – Data mining is an important emerging technology for discovering valuable 'knowledge' for businesses by analysing data from large databases and other data repositories. The technology has been increasingly and successfully used in a wide range of business applications, facilitating the possible identification of hidden patterns/correlations among datasets and the prediction of future trends for businesses.

This module aims to develop an understanding of the data mining technology for business applications. It introduces the concepts and practical techniques/tools for data mining in a business context. It also allows the students to gain awareness of the latest developments in data mining, particularly in an Internet-enabled business environment. The module is designed to help equip the students with useful skills in applying data mining techniques in a modern business environment.

Experiential Marketing – Experiential Marketing is an emerging industry which has developed from early theories proposed by a number of authors, such as Pine & Gilmore (1999). This module critically explores the relationships between the founding theories of Experiential Marketing, whilst delivering the creative

components of industry practice. In this module students will analyse the relationship between concepts of Traditional Marketing, Digital Marketing, the Brand, and Experiential Marketing; and investigate the practical aspects of developing and delivering Live Brand Experiences.

Brand Equity – The brand has become the primary business asset for most companies, in all sectors of the marketplace. This module will create a strong analytical base for understanding how brands are built.

Students will analyse the components of brand equity and assess different measures of brand strength and value. Brand assets are described and measured in terms of awareness, associations, and degrees of loyalty and perceptions of quality, and financial value. This module will enable students to understand how brand strategies influence these asset categories.

E Solutions and Digital Media Applications – This module introduces students to the applications of new media technologies and electronic services. Students will evaluate and analyse current and future trends in the digital media industries and identify the application of communication technology to business and

everyday life. Students will learn to evaluate and address the needs of a client group and produce e-solutions appropriate for such needs.

Marketing Research - This module provides a practical insight into marketing and social research. Training is given in secondary, qualitative and quantitative research techniques. Throughout the module students are

encouraged to develop their research skills as well as their dissertation research proposals, which must be described in the context of the research process.

Dissertation–The dissertation is a significant (60 credit) module that provides an opportunity for the student to undertake a substantial piece of research in an aspect of the field of digital and experiential marketing. The student is expected to demonstrate a synthesis of the knowledge and skills developed throughout the course.

This is the largest piece of assessed work undertaken on the course and is seen as the clearest expression of your ability to study at Masters level.

Research

This postgraduate course draws significantly on the research carried out by staff in the London Metropolitan Business School, The Faculty of Computing and the Department of Applied Social Science. The University has an active research culture and supports a number of research institutes and research centres. The Centre for Research in Marketing is engaged in a range of projects in corporate and marketing

communications, international marketing, non-profit and voluntary sector marketing fields. London Met's Department of Applied Social Sciences is an exciting multidisciplinary department which has achieved national recognition. For example, researchers in the Media, Information and Communications area of DASS have been awarded £180k by the Arts & Humanities Research Council (AHRC) to explore the impact of television’s digitalisation and its convergence with digital media on the future of public service broadcasting.

The Faculty of Computing has a number of research centers including Digital Media Research Group which conducts theoretical and applied research into the development of digital multimedia artifacts and

applications.

11.0 INDEX OF KEY SOURCES OF INFORMATION

(Section 10.1) (Notes only) Limits to the amount of APL, which can be claimed, are detailed within the Awards Framework and Regulations that regulate

Faculties and

Professional Service Departments

https://intranet.londonmet.ac.uk

Academic Regulations www.londonmet.ac.uk/academic-regulations Examination Timetable

(and Exam Track)

www.londonmet.ac.uk/coursework-exams www.londonmet.ac.uk/examtrack Evision www.londonmet.ac.uk/evision Learning Development

Unit www.londonmet.ac.uk/college-of-london/ldu Postgraduate Offices www.londonmet.ac.uk/registry

Postgraduate Students www.londonmet/pg-students

PostGrad-Line https://intranet.londonmet.ac.uk/prog-plan/postgrad-line Programme Planning www.londonmet.ac.uk/evision/progplan

Student Handbook www.londonmet.ac.uk/student-handbook

Student Services https://intranet.londonmet.ac.uk/studentservices Timetable information www.londonmet.ac.uk/pg-course-information WebLearn www.londonmet.ac.uk/tltc/weblearn