Sarah Penney
Senior Lecturer in Digital Marketing and MRT Education Lead
My profile
Biography
I am an experienced freelance digital marketer and currently a Senior Lecturer in Digital Marketing within Marketing, Retail and Tourism Department. In 2022, I have become the Education Lead for this department and look forward to improving the experience for every student in our department.
I joined Manchester Met and successfully managed the Agency Life programme for 7 years, allowing students to develop employability skills in real work settings early in their courses which has further developed and replaced by RISE internships which you can look at here. I have lead the development of our Digital Marketing Apprenticeship provision as Programme Leader for the BSc Digital Marketing, which has been developed working with industry experts and the apprenticeship standard to help fill the digital skills gap in this area. I teach across the university on several marketing, business technology and digital marketing courses. She is currently researching how universities can help address the digital skills gap, pedagogy in HE and how we can reduce the attainment gap in HE.
Other academic service (administration and management)
Education Lead for MRT 2022- Present
Programme Leader, Digital Marketer Degree Apprenticeship, Manchester Metropolitan University, 2018 - Present
Year Tutor, Foundation Year in Business and Law, Manchester Metropolitan University, 2016-18
Other distinctions
CIM Northern Awards Judge, Best Digital Marketing Campaign, 2017
CIM Northern Awards Judge, Best Digital Marketing Campaign, 2016
Visiting and honorary positions
Copy Editor Grounded Theory Review (2013-14)
Editorial Board membership
Copy Editor Grounded Theory Review (2013-14)
Membership of professional associations
Interaction Design Foundation Member
Teaching
Why study Digital Marketing ?
Digital currently has a ‘global talent crisis’, with over 1.7 million digital jobs being advertised in the last two years. This discipline has jobs for many different talents and interests - the techies, creatives, communicators and business thinkers. That said, the principles of digital marketing is not that different from traditional marketing, we still have a product we need to sell and are looking for new ways to engage with our customers – we just have different tools that we exploit to reach this goal. With an ever-changing industry, a digital economy which is growing and tools that are making us closer to our customers.
I will teach you how to have a customer-centric, digital first view of business problems.
Undergraduate courses
Current Courses (2020-21):
L4 Principles of Digital First Marketing (Digital Marketer Apprenticeship) - Unit Leader
L4 Platform Essentials (Digital Marketer Apprenticeship) - Unit Leader
L4 Digital Marketing Essentials for Media Production - Unit Leader
L4 Principles of E-Commerce - Unit Tutor
L5 Digital Marketing Professional - Unit Leader
L5 The Entrepreneurial Marketer - Unit Leader
L6 Consultancy Project - Supervisor
L7 Strategy for Digital - Unit Leader
Previous Courses (2013-2021):
L3 Introduction to Business (Unit Leader)
L4 Principles of Marketing
L4 Digital Marketing Essentials (Unit Leader)
L4 Business Effectiveness (Unit Leader)
L4 Digital Media and Marketing Platforms (Unit Leader)
L5 Customer Information Management (Unit Leader)
L5 Customer Lifecycle Management (DTS Apprenticeship)
L5 Agency Life Internships (Unit Leader)
L5 The Big Agency (Unit Leader)
L5 Technology Management
L6 Project Management
L6 Research Project (Supervisor)
L7 Live Client Briefs (Unit Leader)
L7 Digital Marketing Dissertation (Supervisor)
L7 Marketing Masters Level Learning
L7 Project Management
Research outputs
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Conference papers
Edmundson-Bird, D., Penney, S. (2021) 'Using the Synchronous E-Learning Delivery Model (SEDM) to engage and retain the interest of learners in remote learning contexts.' In Learning, Teaching & Student Experience. Virtual, 29/6/2021 - 30/6/2021.
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Presentations
Miller, A., Colley, D., Graeupl, A., Grainger, S., Penney, S. Success for all: a critical exploration of the realities facing students in their degree ambitions. [Presentation] Utrecht,
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Posters
Miller, A., Penney, S., Colley, D., Graeupl, A., Grainger, A. (2023) 'Success for all: a critical exploration of the realities facing students in their degree ambitions.' [Poster] Date viewed 10/11/2023.