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Academy Documents

Please access the Students' Policies & Forms through this link. The following documents are all available in the link - Student Handbook, Student Code of Conduct,  Students' Privacy Notice, Deferral, Suspension, and Cancellation Policy, Assignment Extension Policy, Re-Sit Policy, Complaints Procedure Policy, Equality Policy and Student Disciplinary Policy.

Sessions' Venue

Tuesday and Thursday sessions will be held at 21 Academy's Training Centre in Naxxar

21 Business Centre, No. 20., Triq in-Nutar Debono, Naxxar NXR 2525

Tuesday sessions 17:30 - 20:30hrs

Thursday sessions 09:30 - 12:30hrs (compulsory signature)

Saturday sessions will be held at St Joseph School

Triq Meter Boni Cinsilii, Tarxien

Saturday sessions 09:00hrs - 17:00hrs

Lecture Schedule & Notes

Lecture notes will be available during the week following the respective lecture. Schedule dates are indicative and may change. All changes, if any, may be communicated via email, SMS or telephone calls.

Lecturer/s  

Mr Pierre Portelli

Lecture Summaries & Suggested Reading 

Lecture 1 - The Birth of Digital Marketing

• Self Assessment sitting 1

Following this session, students will learn the strengths of Digital Marketing and be able to compare and contrast traditional and current marketing methods and strategies. They will learn the importance of a sales funnel and how it works in digital marketing. Students will acquire a historical perspective of traditional media and their relevance in today’s digital world.

Core Reading List

• Ellis-Chadwick, D. C. F. (2020). Bt. bm. 528 Digital Marketing Strategy, Implementation and Practice.
• Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2014). Principles of marketing. Pearson Australia.
• Dempster, C., (2015) The rise of the platform marketer: performance marketing with Google, Facebook and Twitter, plus the latest high-growth digital advertising platforms. Hoboken: Wiley.
• Parkin, G. (2016). Digital marketing: Strategies for online success. Fox Chapel Publishing.

Supplementary Reading List

• Shankar, V., Grewal, D., Sunder, S., Fossen, B., Peters, K., & Agarwal, A. (2022). Digital marketing communication in global marketplaces: A review of extant research, future directions, and potential approaches. International Journal of research in Marketing.
• Bala, M., & Verma, D. (2018). A critical review of digital marketing. M. Bala, D. Verma (2018). A Critical Review of Digital Marketing. International Journal of Management, IT & Engineering.

Lecture 2 - Planning and Interpretation

Following this session, students will learn how to create a Digital Marketing Plan from scratch. They will learn how to interpret basic web analytics to be able to build a solid marketing plan based on researched facts and not only on their own perception of their client’s needs.

Core Reading List

• Ellis-Chadwick, D. C. F. (2020). Bt. bm. 528 Digital Marketing Strategy, Implementation and Practice.
• Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2014). Principles of marketing. Pearson Australia.
• Dempster, C., (2015) The rise of the platform marketer: performance marketing with Google, Facebook and Twitter, plus the latest high-growth digital advertising platforms. Hoboken: Wiley.
• Parkin, G. (2016). Digital marketing: Strategies for online success. Fox Chapel Publishing.

Supplementary Reading List

• Shankar, V., Grewal, D., Sunder, S., Fossen, B., Peters, K., & Agarwal, A. (2022). Digital marketing communication in global marketplaces: A review of extant research, future directions, and potential approaches. International Journal of research in Marketing.
• Bala, M., & Verma, D. (2018). A critical review of digital marketing. M. Bala, D. Verma (2018). A Critical Review of Digital Marketing. International Journal of Management, IT & Engineering.

Lecture 3 - Marketing Mix

Following this session, students will be able to interpret the Digital Marketing Channels mix and state their specific use.  They will be expected to comprehend the marketing management tasks required in the field and be able to plan processes that are used to deliver value to customers by using methods to penetrate local and global markets.

Core Reading List

• Ellis-Chadwick, D. C. F. (2020). Bt. bm. 528 Digital Marketing Strategy, Implementation and Practice.
• Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2014). Principles of marketing. Pearson Australia.
• Dempster, C., (2015) The rise of the platform marketer: performance marketing with Google, Facebook and Twitter, plus the latest high-growth digital advertising platforms. Hoboken: Wiley.
• Parkin, G. (2016). Digital marketing: Strategies for online success. Fox Chapel Publishing.

Supplementary Reading List

• Shankar, V., Grewal, D., Sunder, S., Fossen, B., Peters, K., & Agarwal, A. (2022). Digital marketing communication in global marketplaces: A review of extant research, future directions, and potential approaches. International Journal of research in Marketing.
• Bala, M., & Verma, D. (2018). A critical review of digital marketing. M. Bala, D. Verma (2018). A Critical Review of Digital Marketing. International Journal of Management, IT & Engineering.

Lecture 4 - Target Groups

Following this session, students will learn how to manage content for a digital marketing campaign and the importance of Target Groups. They will learn how to create and analyse such groups according to their client’s needs.

Core Reading List

• Ellis-Chadwick, D. C. F. (2020). Bt. bm. 528 Digital Marketing Strategy, Implementation and Practice.
• Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2014). Principles of marketing. Pearson Australia.
• Dempster, C., (2015) The rise of the platform marketer: performance marketing with Google, Facebook and Twitter, plus the latest high-growth digital advertising platforms. Hoboken: Wiley.
• Parkin, G. (2016). Digital marketing: Strategies for online success. Fox Chapel Publishing.

Supplementary Reading List

• Shankar, V., Grewal, D., Sunder, S., Fossen, B., Peters, K., & Agarwal, A. (2022). Digital marketing communication in global marketplaces: A review of extant research, future directions, and potential approaches. International Journal of research in Marketing.
• Bala, M., & Verma, D. (2018). A critical review of digital marketing. M. Bala, D. Verma (2018). A Critical Review of Digital Marketing. International Journal of Management, IT & Engineering.

Lecture 5 - Distribution Strategy

Following this session, students will learn how to use digital tools to plan, design and operate a marketing campaign. They will learn how to develop a distribution strategy based on pricing related to cost and growth factors that enable clients to reach their goals. They will learn how to integrate advertising, sales promotions, public relations, direct mail and internet-based communication strategies.

Core Reading List

• Ellis-Chadwick, D. C. F. (2020). Bt. bm. 528 Digital Marketing Strategy, Implementation and Practice.
• Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2014). Principles of marketing. Pearson Australia.
• Dempster, C., (2015) The rise of the platform marketer: performance marketing with Google, Facebook and Twitter, plus the latest high-growth digital advertising platforms. Hoboken: Wiley.
• Parkin, G. (2016). Digital marketing: Strategies for online success. Fox Chapel Publishing.

Supplementary Reading List

• Shankar, V., Grewal, D., Sunder, S., Fossen, B., Peters, K., & Agarwal, A. (2022). Digital marketing communication in global marketplaces: A review of extant research, future directions, and potential approaches. International Journal of research in Marketing.
• Bala, M., & Verma, D. (2018). A critical review of digital marketing. M. Bala, D. Verma (2018). A Critical Review of Digital Marketing. International Journal of Management, IT & Engineering.

Lecture 6 - Pros & Cons of Digital Marketing

This session is a continuation of the previous lecture, during which students will learn how to evaluate different advertising and promotion strategies for local and international markets.

Core Reading List

• Ellis-Chadwick, D. C. F. (2020). Bt. bm. 528 Digital Marketing Strategy, Implementation and Practice.
• Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2014). Principles of marketing. Pearson Australia.
• Dempster, C., (2015) The rise of the platform marketer: performance marketing with Google, Facebook and Twitter, plus the latest high-growth digital advertising platforms. Hoboken: Wiley.
• Parkin, G. (2016). Digital marketing: Strategies for online success. Fox Chapel Publishing.

Supplementary Reading List

• Shankar, V., Grewal, D., Sunder, S., Fossen, B., Peters, K., & Agarwal, A. (2022). Digital marketing communication in global marketplaces: A review of extant research, future directions, and potential approaches. International Journal of research in Marketing.
• Bala, M., & Verma, D. (2018). A critical review of digital marketing. M. Bala, D. Verma (2018). A Critical Review of Digital Marketing. International Journal of Management, IT & Engineering.

Lecture 7 - Social Media Marketing

Following this session, students will learn how to define the dynamics of Social Media groups. They will learn how to use marketing tools to construct a digital campaign by creating tailor-made content for a broad audience and how to narrow it down to specific target groups.

Core Reading List

• Ellis-Chadwick, D. C. F. (2020). Bt. bm. 528 Digital Marketing Strategy, Implementation and Practice.
• Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2014). Principles of marketing. Pearson Australia.
• Dempster, C., (2015) The rise of the platform marketer: performance marketing with Google, Facebook and Twitter, plus the latest high-growth digital advertising platforms. Hoboken: Wiley.
• Parkin, G. (2016). Digital marketing: Strategies for online success. Fox Chapel Publishing.

Supplementary Reading List

• Shankar, V., Grewal, D., Sunder, S., Fossen, B., Peters, K., & Agarwal, A. (2022). Digital marketing communication in global marketplaces: A review of extant research, future directions, and potential approaches. International Journal of research in Marketing.
• Bala, M., & Verma, D. (2018). A critical review of digital marketing. M. Bala, D. Verma (2018). A Critical Review of Digital Marketing. International Journal of Management, IT & Engineering.

Lecture 8 - Tutorial Session 01

• Self Assessment sitting 2

Under the guidance of the lecturer, the students will analyse some of the following successful case studies:

• Starbucks: A marketing strategy case study and how the coffee brewing industry changed with the introduction of this brand to American and global consumers.
• Old Spice: "The Man Your Man Could Smell Like" - Old Spice's campaign featured humorous and engaging videos that quickly went viral, increasing brand awareness and sales.
• Airbnb: "Live There" Campaign - Airbnb's "Live There" campaign focused on experiences and local connections rather than just accommodations, leading to increased user engagement.

Core Reading List

• Induction Session 03 slides
• All of the 1 to 7 sessions slides
• Starbucks: A marketing strategy case study and how the coffee brewing industry changed with the introduction of this brand to American and global consumers.
• Old Spice: "The Man Your Man Could Smell Like" - Old Spice's campaign featured humorous and engaging videos that quickly went viral, increasing brand awareness and sales.
• Airbnb: "Live There" Campaign - Airbnb's "Live There" campaign focused on experiences and local connections rather than just accommodations, leading to increased user engagement.

Lecture 9 -  Tutorial Session 02

Under the guidance of the lecturer, the students will analyse some of the following successful case studies:

• Red Bull: Stratos Jump - Red Bull sponsored Felix Baumgartner's record-breaking stratospheric jump, turning the event into a major online spectacle that enhanced the brand's image.
• Nike: Breaking2 - Nike's Breaking2 campaign aimed to break the two-hour marathon barrier, combining digital marketing with a live event, creating significant buzz and engagement.
• Coca-Cola: "Share a Coke" - Coca-Cola's personalised "Share a Coke" campaign replaced its logo with popular names, encouraging consumers to share personalised bottles on social media.

Core Reading List

• Induction Session 03 slides
• All of the 1 to 7 sessions slides
• Red Bull: Stratos Jump - Red Bull sponsored Felix Baumgartner's record-breaking stratospheric jump, turning the event into a major online spectacle that enhanced the brand's image.
• Nike: Breaking2 - Nike's Breaking2 campaign aimed to break the two-hour marathon barrier, combining digital marketing with a live event, creating significant buzz and engagement.
• Coca-Cola: "Share a Coke" - Coca-Cola's personalised "Share a Coke" campaign replaced its logo with popular names, encouraging consumers to share personalised bottles on social media.

Lecture 10 - Assessments

During this session students will:

• Receive the scored self-assessment
• Deliver the group presentations and answer to questions from both students and tutor
• Go through the last assignment issues, if any.

Methods of Assessment

Self Assessment 15% of final score - Students will be expected to sit for a multiple choice test during the module's first lecture on 6 January 2024. Students will be handed out with the test sheet and their answers during the session 8 on the 30 January 2024 and will be asked to correct their own submission.

Group Presentation 20% of final score

Reflective Notes 10% of final score

1 Assignment 55% of final score

Assignment

You have to choose 1 out of the 3 questions which are available in the Assignment Submission form below. Assignment should be submitted by not later than Thursday 15 February 2024. The assignment has to be submitted together with the Assignment Submission Form through 21 Academy's plagiarism software Turnitin. Please indicate the questions which you have addressed in the Assignment Submission form and upload assignments in pdf format. Do not scan assignment but convert/save it directly to pdf. We ask you to keep the similarity percentage very low and definitely below 20%. You should  review and rephrase any assignments which show more than 20% similarity. Any assignments submitted above 20% similarity will not be scored and considered as failed.

Assignment Submission Form

If you need information on how to plan, draft and submit your assignment follow the 21 Academy presentation on Writing and Submitting your Assignment.

We are also making the 21 Academy's Assignments Rubric available for your guidance. This is a performance-based assessment tool. Tutors will use the rubric to assist them to allocate scoring while it allows students to understand what is required in the assignment and how it will be graded. The Harvard Referencing Style should be used.

Group Presentation

You will be asked to design and deliver a group presentation about a business you plan to create together. This will be the same group you worked together with in-class. The presentation should be  delivered in 20 minutes and each member of the group should deliver part of the presentation . The presentation will be delivered on Tuesday 6 February 2024 between 17.30 and 20.30hrs.

This Presentation Rubric is being made available for your guidance. This is a performance-based assessment tool. Tutors will use the rubric to assist them to allocate scoring while it allows students to understand what is required in the presentation and how your presentation will be graded.

The presentation should be submitted in pdf format together with the Presentation Submission Form through Turnitin by not later than Monday 5 February, 2024 at 23.59hrs. Do not scan the presentation but convert/save it directly to pdf.

Note that the submitted presentations will be scanned for plagiarism.

Reflective Notes

Each student should submit Reflective Notes about their experience during the preparatory phase of the Group Presentation. From here you can download 21 Academy's Reflective Notes template in Word Format or pdf format. The Reflective Notes have to be submitted to the academy through Turnitin by not later than Monday 5 February, 2023 at 23.59hrs.

If you need information on how to write and keep your reflective notes for your involvement in the group work to prepare the presentation please refer to the Induction Presentation 04.