MODULE INFORMATION
OVERVIEW:
Module Name: Social Commerce & Digital Marketing
Module Code: MKT70204
Synopsis:
The social commerce and digital marketing module focus on the development of successful digital marketing plans that effectively meets
the customers’ needs and develops sustainable competitive advantages. Social commerce and digital marketing are the use of social media
platforms to connect with audiences to build the brand, increase sales, and drive website traffic. This involves publishing great content on
your social media profiles, listening to and engaging your followers, analyzing your results, and running social media advertisements.
Businesses are sharing their content on social media to generate traffic to their websites and, hopefully, sales. Nowadays, businesses use
social media in a myriad of different ways. The major social media platforms are Facebook, Instagram, Twitter, LinkedIn, YouTube, and
TikTok.
This module covers tools and platforms for social commerce, digital marketing strategies, digital research, social commerce metrics, legal
aspects and supporting theories and concepts. The content delivery is supported by a combination of lectures and tutorials. During the
delivery, students will be exposed to real-world social commerce and digital marketing examples.
The major assignment involves designing a social media campaign for a company. Students in this module will learn various tools and
techniques required to create a digital marketing plan. In addition, this course provides an experiential understanding of how to effectively
use digital marketing and social media tools for delivering customer value.
1
Name(s) of academic staff teaching the module, module leader and staff email:
Dr. Kimberley Khoo Kim Leng (kimleng.khoo@taylors.edu.my)
Year-level: 1/2
Semester Offered: August 2022
Credit Value: 4
Pre-requisite: None
Co-requisite: N/A
Anti-requisite: N/A
School offering the module: School of Management and Marketing
Module offered as Marketing (elective)
Programme Name:
MBA and MIM
Domain Name (for free electives only): N/A
2
LEARNING OUTCOMES:
Upon completion of the module, you should be able to:
Module
Learning
Outcome
1
2
Apply the necessary theoretical background in the area of Digital
Marketing.
Evaluate the general and ethical issues facing marketers in the rapidly
developing area of digital marketing and social media.
Programme
Learning
Outcomes
Assessments
1
Final exam
3
Individual assignment
3
Conduct research on digital media marketing wherein the existing
marketing concepts such as targeting, positioning, pricing and distribution
are reengaged for emerging e-platforms.
7
Individual assignment
4
Develop and present comprehensive digital marketing and social media
plans that develop and retain customers.
4
Group assignment
Transferable Skills: Skills learned in this module of study can be utilized in other settings. These transferable skills include discipline-specific
knowledge, understand ethical issues, and communication skills.
** PLO 1: Critically apply and evaluate the theories and concepts of business and decision-making process
** PLO 3: Apply the elements of legal, cultural and professional practices in a business setting.
** PL0 4: Demonstrate effective communication skills.
** PL0 7: Generate solutions to problems using scientific and critical thinking skills.
Special requirements to deliver the module: NIL
3
TEACHING, LEARNING AND ASSESSMENT
Description of assessment components:
Weight
Module Learning
Outcomes
Assessed
Programme
Learning Outcomes
Assessed
Assessment Task 1:
Individual Assignment
40%
2&3
3&7
Assessment Task 2:
Group Assignment
20%
4
4
4.1
Assessment Task 3:
Final Exam
40%
1
1.1,1.2, &
1.3
Assessment Task
1
4
TGC
2.1, 2.2,
2.3, 2.4, &
5.4
Due Date
Week 11
11/11/2022, Friday, 6PM
Week 13
25/11/2022, Friday, 6PM
Week 15/16/17
To be announced
Teaching and learning approach:
MLO 1
Assessment of Task/Activities
Apply the necessary theoretical background in
the area of digital marketing.
Assessment Task 3: Final exam (40%)
TGC: 1.1,1.2,1.3
The aim of the final exam is to test the student’s understanding of and ability to apply various
digital marketing concepts under examination conditions.
Teaching and Learning Activities:
MLO1 is achieved by requiring each student to undertake a final exam at the end of the study semester.
Using the outcomes learned from MLO1, students are to answers essay questions on marketing management activities, concepts, theories,
approaches. Students are required to demonstrate the ability to grasp the fundamental knowledge and the application of concepts,
theories, models, relating to marketing management context and business area. Ethical discussions will be included for better
understanding.
The assessment will allow students to understand the digital marketing environment and harness it to optimize the customer experience,
shape the customer decision making and business effectiveness. This module will also engage students to share the most up to date
practices and insights to enhance their understanding of contemporary marketing practices.
MLO 2 & MLO3
Assessment Task/Activities
MLO2: Evaluate the general and ethical issues
facing marketers in the rapidly developing
area of digital marketing and social media.
Assessment Task 1: Individual Assignment (40%)
TGC: 5.4
MLO3: Conduct research on digital media
marketing wherein the existing marketing
concepts such as targeting, positioning,
Students are required to select ONE organization and write a report comprising general and
ethical issues in the current market, discussion on social commerce and digital marketing
strategies adopted by the chosen company and provide recommendations with execution
plans for the improvement of current strategies.
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pricing and distribution are reengaged for
emerging e-platforms.
TGC: 2.1, 2.2, 2.3, & 2.4
Teaching and Learning Activities:
MLO2 is achieved after students have gauged current market issues in a business-related context. Students are expected to answer class
discussions and present their ideas/opinions to others in the class.
Using the outcomes learned from MLO2, students are able to evaluate general and ethical issues facing marketers in the area of social media
and digital marketing. Students are required to demonstrate the ability to grasp the fundamental knowledge and the application of concepts,
theories, models, relating to marketing management context and business area.
The assessment will allow students to resolve related marketing issues and challenges by using different tools, strategies, concepts, business
theories and models of social commerce and digital marketing.
MLO3 is demonstrated by project output that reflects students’ competencies, self-confidence, creativity, and innovative idea on how to apply
knowledge of digital marketing strategies, concepts, and tools to analyse problems in the business-related context.
The aim of this assessment is to enable students to acquire some skills in research, synthesize empirical evidence, and apply the concepts,
models and theories which can help to ensure the market expansion is successful. Based on the research, students are expected to integrate
knowledge effectively from relevant functional business areas while having a mastery of fundamental concepts and theories in social
commerce and digital marketing. Students will be able to understand the digital marketing environment and harness it to optimize the
customer experience, shape customer decision making and business effectiveness.
MLO 4
Assessment Task/Activities
6
Develop and present comprehensive digital
marketing and social media plans that
develop and retain customers.
TGC: 4.1
Assessment Task 2: Group Assignment (20%)
Students will work in a group comprising 3-4 (max) students to propose how to increase a
company’s brand awareness and make the company one of the market leaders within 5 years.
The proposed social commerce and digital marketing strategies should be convincing to
challenge the existing strong competitors in the beauty tech industry. State the strategies
encapsulating both online and offline tactics to increase brand awareness. The aim of this
assignment is to test the student’s understanding of and ability to apply various digital
marketing concepts via a communicative element, thus enhancing their communication skills.
Teaching and Learning Activities:
MLO 4 is achieved after students have worked together in a group assignment and each student will then be able to: •
•
•
Have an understanding of the current market and problem statement.
Develop digital strategies (online and offline) and execution plans to enhance the company’s market share.
Understand the possible challenges of the recommendations.
During the class, students are constantly given the opportunity to complete discussions by working in groups. This exercise prepares the
students to work well in groups so that they are able to apply digital marketing management activities, concepts, theories and approaches.
Working in groups will allow students to practice their communication and leadership skills.
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Details of each assessment task:
A. Assessment Task 1: Individual Assignment – 40%
“The deceased donation rates in Asia are disproportionately lower than those in Western countries. Similarly, regardless of serious efforts of the
Malaysian government to increase deceased organ donation, the donation rate currently stands at 0.19 donor per one million population.”
You are required to select ONE social marketing campaign from a non-profit organization and write a report comprising the following:
1. Analyse and discuss the general and ethical issues of social marketing campaigns in Malaysia.
2. Analyse and discuss the current digital marketing strategies adopted by the chosen organization in promoting the social marketing
campaign.
3. Provide recommendations and execution plan for improvement of current strategies.
Your report should have the following structure (but not limited to):
•
•
•
•
•
•
•
•
•
Executive summary
Table of contents
Market analysis – evaluate general and ethical issues of social marketing campaigns in Malaysia.
Organization background – provide the background, segmentation, targeting, and positioning of the chosen organization
Current social commerce and digital marketing strategies – find out the chosen organization’s current digital marketing strategies in
promoting the social marketing campaign.
Critical analysis – provide critical analysis based on the existing strategies.
Recommendations and execution plan for improvement of current strategies – provide recommendation and execution plan to improve
the existing strategies.
List of references
Appendices (if relevant)
Assignment Format:
•
•
•
•
Times News Roman font sized 12 and 1.5 line spacing.
Length: 4,000 words (+/-10%). This word count excludes citations, reference list, tables, charts, and illustrations. Marks will be deducted
for insufficient/excessive length.
All pages should be numbered.
All sections should be numbered (i.e., 1.0 Market analysis, 2.0 Company background, etc).
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•
•
•
You are required to use at least 8 scholarly articles to support your report. The assignment should also contain references from relevant
books, journals, magazines, official websites, newspapers, discussions with industrialists, opinion leaders, etc. Sources from Wikipedia and
unofficial blogs/social networking sites are not acceptable. The Harvard Referencing guidelines are to be followed.
In the writing assignment, you have to use the passive voice and the third person. Avoid using the first person such as “I”, “we”, “our”,
etc.
Please take note that plagiarised work will be penalised. Ensure that the similarity index is not more than 20% for your assignment.
B. Assessment Task 2: Group Assignment – 20 %
INSTRUCTIONS: Students are required to work in a group comprising 3-4 students per group.
Video pitch presentation
You have recently been appointed as key marketing personnel of Taylor’s University and been assigned to provide a digital marketing plan to: (1) Increase organ donation awareness in Malaysia
(2) Communicate the importance of organ donation through the stories of those people involved in the process of donation and
transplantation.
The proposed digital marketing strategies should be convincing to encourage social change behaviour. In this assignment, you and your team
members are required to create a video pitch (10 to 15 minutes) which includes (but is not limited to): •
•
•
The digital marketing strategies and execution plan to increase organ donation awareness.
The possible challenges of the strategies.
A real example of how Taylor’s University could implement the tactics.
Assignment Format:
•
•
•
•
Pre-recorded video.
Length: 10 to 15 minutes. Marks will be deducted for insufficient/excessive length.
All members should present in the video.
Microsoft PowerPoint Slides.
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C. Assessment Task 3: Final Exam – 40%
The aim of the final exam is to test the student’s understanding of and ability to apply various digital marketing concepts under examination
conditions. The final exam is an online exam*. The exam shall comprise calculations, applications, and structured questions. All students are
granted only four attempts at a module. However, if you do not attend the final examination, it will be deemed that you have forfeited your right
to a second attempt (re-sit). In which case, you will be required to repeat the module and undertake all assessments again (as the third attempt
(repeat)).
General Academic Progression Rules
Passing a Module
a)
A minimum grade of B (65-69) is required for a pass in all modules under all module category
b)
Students need to repeat modules below the specified pass for the respective categories.
Marginal Fail and Re-Sit Assessment
a)
A student who obtains a final grade of B-, C+ or C (Marginal Fail) will be allowed to re-sit the examination or resubmit an assessment
for the failed module, to be determined by the Board of Examiners, before the commencement of the next semester.
b)
The maximum passing grade awarded for the re-sit examination will be a grade B, irrespective of the actual mark of the re-sit
examination / re-submitted assessment.
c)
Student who fails to attend the re-sit will not be granted any further re-sit and may need to repeat the module.
d)
Project or thesis-based modules that require postgraduate students to submit a substantive piece of work at the conclusion of the
module would NOT have re-sit as an option.
e)
This re-sit opportunity is removed in the following circumstance: i)
ii)
iii)
Student who is found guilty of academic misconduct during the examination and in any major piece of assignment.
Student who does not attend the examination or submit the assignment (especially if the assessment components are above
20% accumulatively) without a valid reason.
Barred from examination due to poor attendance as stipulated in Student Handbook.
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ASSESSMENT RUBRIC FOR INDIVIDUAL ASSIGNMENT (40 MARKS)
TGC 2.1: Inquiry
TGC 2.2: Originality and creativity
TGC 2.3: Critical thinking
TGC 2.4: Contribution of knowledge
TGC 5.4: Professional ethics
TGC
Weightage
Sub-Attributes
Outstanding (80-100)
Mastering (65-79)
2.1
10
Inquiry: Demonstrate critical intellectual
enquiry and acquire up-to-date
knowledge and research skills in a
discipline or profession.
Converts an ill-defined problem
situation into a question (or
questions) that can be addressed
within the discipline; does this with
a high degree of efficiency,
accuracy, and thoroughness.
Converts an ill-defined problem
situation into a question (or
questions) that can be addressed
within the discipline; does this with
mixed or moderate degrees of
efficiency, accuracy, and
thoroughness.
Misses the major discipline-linked
question(s) that could be derived
from an ill-defined problem
situation; focuses on irrelevant
aspects; misses major aspects of
the problem; and/or poses the
wrong question.
2.2
5
Originality and creativity: Demonstrate
complex problem solving, analytical
thinking, creativity and system analysis
with a reasonable degree of originality
and creativity.
Demonstrates comprehensive
exploration and analysis of issues,
ideas, artefacts, and events in a
highly logical and extensive
manner before accepting or
formulating an opinion or
conclusion.
Demonstrates enough
interpretation/evaluation to
develop a coherent exploration
and analysis of issues, ideas,
artefacts, and events in a mostly
logical and sufficient manner
before accepting or formulating an
opinion or conclusion.
Demonstrates enough
interpretation/evaluation to
develop a coherent exploration
and analysis of issues, ideas,
artefacts, and events in a
somewhat logical manner, and
unable to formulate a coherent
opinion or conclusion.
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Developing (below 65)
2.3
10
Critical thinking: Apply critical thinking
through independent thought and
informed judgement based on evidence
and/or experience.
Independently and critically
evaluates and justifies conclusions
by examining strengths and
weaknesses of an argument
informed by evidence and/or
experience.
Demonstrates some ability to
critically evaluate and justify
conclusions by examining strengths
and weaknesses of an argument;
misses some important strengths
or weaknesses.
Does not take an evaluative
position or takes a position on
weak evidence; does not defend
position when called for or
conclusions are not supported by
evidence.
2.4
5
Contribution of knowledge: Generate
research outcomes/solutions through
process of research and inquiry that are
relevant to the national and
international contexts.
Formulates a new perspective or
position in a highly effective
manner demonstrating original,
well-reasoned, and justifiable
perspective(s) that extensively
considers potential implications.
Formulates a new perspective or
position in a mostly effective
manner demonstrating a generally
original, well-reasoned, and
justifiable perspective(s) that
sufficiently considers potential
implications.
Formulates a new perspective or
position in a partially effective
manner. Lacks an original,
demonstrating original, wellreasoned, and justifiable
perspective(s) with limited
consideration of potential
implications.
5.4
10
Professional ethics: Execute ethical
reasoning in the context of research
and/or professional practice.
Independently applies and assesses
ethical perspectives/concepts to an
ethical question accurately and is
able to consider full implications of
the application.
Independently applies and assesses
ethical perspectives/concepts to an
ethical question accurately but
does not consider the specific
implications of the application.
Applies and assesses ethical
perspectives/ concepts to an
ethical question with support
(using examples, in a class, in a
group, or a fixed-choice setting)
but is unable to apply ethical
perspectives/concepts
independently (to a new example).
Strengths
Weaknesses
Overall Comments
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Appendix A
Group Assignment Cover Sheet
Please complete the form (in capital letters) and attach it in the email before submitting your assignment.
Name:
Name:
Student ID:
Student ID:
Name:
Name:
Student ID:
Student ID:
Name of module: Social Commerce and Digital Marketing
Name of lecturer: Dr. Kimberley Khoo
Module code:
M
K
T
7
0
2
0
4
Assignment title: ………………………………………………………………………………………………………………..
We understand this will involve the University or its contractor copying our work and storing it on a database to be used in
future to test work submitted by others.
Note: The attachment of this statement on any electronically submitted assignments will be deemed to have the same
authority as a signed statement.
Signed:
Signed:
Signed:
Signed:
1
Date:
ASSESSMENT RUBRIC FOR GROUP ASSIGNMENT (20 MARKS)
TGC 4.1: Effective communication
TGC
4.1
Weightage
20
Sub-Attributes
Outstanding (80-100)
Mastering (65-79)
Developing (below 65)
Effective communication:
Communicate information and
knowledge clearly, confidently and
persuasively with respect to the
needs of diverse audiences.
Communicates information and
knowledge through different
forms of representation clearly,
confidently and persuasively in
ways that enhance meaning,
making clear the interdependence
of language and meaning, thought
and expression.
Communicates information and
knowledge through different
forms of representation clearly,
confidently and persuasively to
explicitly connect content and
form, demonstrating awareness of
purpose and audience.
Communicates information and
knowledge through different
forms of representation that
connects in a basic way the
content with what is being
communicated (content) with how
it is said (form).
Strengths
Weaknesses
Overall Comments
1
ASSESMENT RUBRIC FOR FINAL EXAM (40%)
TGC 1.1: Knowledge and understanding
TGC 1.2: Practical/Professional Skills
TGC 1.3: Knowledge integration and application
TGC
Weightage
Sub-Attributes
Outstanding (80-100)
Mastering (65-79)
Developing (below 65)
1.1
15
Knowledge and understanding:
Develop comprehensive and indepth knowledge in the field of
study and relate inter/multidisciplinary knowledge to the
field of study.
Exhibits accurate and elaborated
breadth and depth of
understanding of concepts in the
knowledge domain.
Independently creates wholes out
of multiple parts (synthesizes) or
draws conclusions by combining
examples, facts, or theories from
more than one field of study or
perspective.
Exhibits breadth and depth of
understanding of concepts in the
knowledge domain.
Independently connects
examples, facts, or theories from
more than one field of study or
perspective.
Exhibits adequate breadth, but
limited depth of understanding of
basic concepts. When prompted,
connects examples, facts, or
theories from more than one field
of study or perspective.
1.2
10
Practical/Professional Skills:
Apply appropriate theories,
methodologies, techniques and
practical skills which are informed
by knowledge and latest
development to the field of study.
Effectively executes procedures
and skills that are embedded
within a theoretical framework.
Selects from a range of options,
appropriate ways of proceeding
taking contextual factors into
account and providing a
theoretically defensible rationale
for doing so. Can prioritise and
make compromises and provide a
justification.
Can independently complete all
tasks and standard procedures
successfully and safely. Can
provide theoretical explanation
for them. Can adapt standard
procedures and protocols
effectively for novel contexts to
meet situational demands and
can use theory to defend the
adaptations. Can critique their
own practice and identify ways to
improve.
Can successfully complete most
tasks largely unaided. Does not
exhibit a capacity to make
adaptations to account for
situational factors unaided. Can
practice safely under supervision.
1.3
15
Knowledge integration and
application: Apply knowledge
critically, and integrate complex
information, theories,
methodologies, and practice to
solve complex problems in the
field of study/practice.
Adapt and applies knowledge
critically, and integrate complex
information, theories,
methodologies, and practice to
solve complex problems or
explore complex issues in original
ways.
Applies knowledge critically, and
integrate complex information,
theories, methodologies, and
practice to solve problems or
explore issues.
Uses skills, abilities, theories, or
methodologies gained in one
situation in a new situation to
contribute to understanding of
problems or issues.
2
Student Learning Time (SLT) per topic/week of the content outline (SLT mapping against MLO, Teaching & Learning Activities [Guided Learning
F2F (L, T, P, O), NF2F & Independent Student Learning Time]:
Date/Week
Week 1
Week 2
Week 3
Guided Learning:
Face-to-Face
Lecture, Tutorial
Practical, Other
Guided Learning:
Non-Face-to-Face
Online Learning
Independent
Student Learning
Time
Assessment
Tasks
(Face-to-Face)
Assessment
Tasks
(Online)
Assessment
Tasks
(Independent
Student Learning
Time)
Student
Learning
Time (SLT)
Hours
Hours
Hours
Hours
Hours
Hours
Hours
3
Conduct research on
company background
and current market
trend
2
Conduct research on
company background
and current market
trend
2
Preparing
individual and
group assessment
10
1
Preparing
individual and
group assessment
10
3
Tutorial and
assessment
preparation
2
Search information
on the company’s
current social
commerce and
digital marketing
strategies
1
Preparing
individual and
group assessment
10
3
Tutorial and
assessment
preparation
2
To provide critical
analysis based on the
existing strategies
1
Preparing
individual and
group assessment
10
T: Group discussion
and presentation
2
L: Discussion of
digital marketing
strategies
T: Group discussion
and presentation
Week 4
3
Tutorial and
assessment
preparation
2
L: Introduction to
social commerce
and digital
marketing
4
L: Understanding
the differences of
social commerce
and e-commerce
4
L: Discussion on
online and offline
marketing activities
3
Tutorial and
assessment
preparation
2
Online materials
about digital
marketing
strategies
3
T: Group discussion
and presentation
Week 5
4
L: Understanding
digital marketing
challenges and
opportunities
3
Tutorial and
assessment
preparation
2
To provide critical
analysis based on the
existing strategies
1
Preparing
individual and
group assessment
10
3
Tutorial and
assessment
preparation
2
Search information
on the background,
segmentation,
targeting, and
positioning of the
company
2
Search ideas for the
recommendation
and execution plan
to improve the
existing strategies
1
Preparing
individual and
group assessment
10
1
Preparing
individual and
group assessment
10
3
Search ideas for the
recommendation
and execution plan
to improve the
existing strategies
2
Preparing
individual and
group assessment
10
T: Group discussion
and presentation
Week 6
4
L: Understanding
digital branding
T: Group discussion
and presentation
Week 7
2
L: Tactical planning
and execution for
social commerce
T: Group discussion
and presentation
Week 8
2
L: Digital marketing
implementation
and practice
T: Group discussion
and presentation
2
Online materials
about tactical
planning and
execution for social
commerce
3
Tutorial and
assessment
preparation
2
Online materials
about digital
marketing
implementation
and practice
1
Tutorial and
assessment
preparation
4
Week 9
4
L: Understanding
ethical issues in
online marketing
communications
1
Online discussion
about ethical issues
in online marketing
communications
2
Tutorial and
assessment
preparation
2
To evaluate general
and ethical issues
and current market
trend of beauty tech
industry.
1
Online discussion
about legal aspects
and ROI of social
commerce and
digital marketing
2
Tutorial and
assessment
preparation
2
Online discussion
about digital
research
3
Tutorial
preparation
2
Search more
information on
digital research
1.5
Self-learning
10.5
2
Online materials
about social
commerce
analytics
2
Tutorial
preparation
2
Search more
information on social
commerce analytics
1.5
Self-learning
9.5
T: Group discussion
and presentation
Week 10
Week 11
4
L: Discussion of
legal aspects and
ROI of social
commerce and
digital marketing
T: Group discussion
and presentation
2
L: Overview of
digital research
T: Group discussion
and presentation
Week 12
2
L: Overview of
social commerce
analytics
T: Group discussion
and presentation
5
2
Finalising
individual and
group assessment
11
2
Finalising
individual and
group assessment
9
Week 13
Week 14
2
L: Overview of
social commerce
metrics
2
Online materials
about social
commerce metrics
T: Group discussion
and presentation
4
L: The future of
social commerce
and digital
marketing
2
Tutorial
preparation
1
Read online
journals and mini
case studies
T: Group discussion
and presentation
2
Search more
information on social
commerce metrics
2
Self-learning
10
3
Search more
information on the
future of social
commerce and
digital marketing
2
Self-learning
10
10
Final exam
preparation
10
7
Final exam
preparation
10
Week 15
3
Final exam
Week 16
TOTAL
40
14
34
3
32
37
160 Hours
Recommended Main Text:
1. Visser, M., Sikkenga, B. and Berry, M. (2021). Digital Marketing Fundamentals: From Strategy to ROI. 2nd ed. Routledge.
2. Tuten, T. L. (2021), Social Media Marketing, 4th edition, SAGE Publications, Thousand Oaks, California.
3. Heinze, A., Fletcher, G., and Rashid, T. (2020), Digital and Social Media Marketing: A Results-Driven Approach. 2nd ed., Taylor & Francis.
Additional Reading:
Kotler, P., Kartajaya, H., and Setiawan, I. (2021). Marketing 5.0. Wiley.
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