Digital Marketing: Theory, Culture and Practice

Module description

This module explores the role and consequences of digital technologies for both marketing practice and culture. Digital technologies are now pervasive, infiltrating many aspects of our lives and changing the way in which we live and communicate with others. Working closely with local businesses, this module takes a strategic approach to utilising digital channels to address marketing challenges. By responding to the brief set by a live case study, this module offers participants the opportunity to develop creative solutions to deliver real-world benefits. We start by exploring the dynamic and disruptive nature of digital marketing before progressing to consider the role of metrics and online tools. Next, we apply this learning to better understand how clients can utilise the digital environment to generate greater awareness, loyalty and customer satisfaction.

Full module specification

Module title:Digital Marketing: Theory, Culture and Practice
Module code:BEM3054
Module level:3
Academic year:2021/2
Module lecturers:
  • Ms Emma Wood - Lecturer
Module credit:15
ECTS value:



BEM1019 Fundamentals of Marketing and BEM2016 Consumer Behaviour



Duration of module: Duration (weeks) - term 2:


Module aims

  • To advance understanding of the social setting fuelled by the rise of digital technologies.
  • To hone critical thinking skills by examining how academic theory and modern practice can be applied to real world challenges
  • To encourage the development of a creative, strategic approach to digital marketing practice, focusing on opportunities, challenges and implications.
  • To encourage the confidence and ability to engage responsively and proactively in an environment characterised by complexity and change.

ILO: Module-specific skills

  • 1. explain the environment which comes along with the rise of digital technologies, and assess its role in communication and commerce;
  • 2. creatively employ digital marketing tools and strategies to meet organisational/marketing goals;
  • 3. effectively utilise digital marketing tools to understand and benchmark performance.

ILO: Discipline-specific skills

  • 4. critically reflect on digital marketing practices;
  • 5. critically synthesise academic theory and effectively apply this to address real-world challenges.

ILO: Personal and key skills

  • 6. part in the creation of a digital marketing campaign;
  • 7. communicate effectively using digital marketing tools.

Learning activities and teaching methods (given in hours of study time)

Scheduled Learning and Teaching ActivitiesGuided independent studyPlacement / study abroad

Details of learning activities and teaching methods

CategoryHours of study timeDescription
Scheduled Learning and Teaching Activities20Lectures (11 x 2 hours)
Scheduled Learning and Teaching Activities6Tutorials
Guided Independent Study124Reading and assignment preparation

Formative assessment

Form of assessmentSize of the assessment (eg length / duration)ILOs assessedFeedback method
Feedback on activities in tutorialsDuring tutorials1-7Verbal
Campaign concept feedback1 page outline2-7Verbal

Summative assessment (% of credit)

CourseworkWritten examsPractical exams

Details of summative assessment

Form of assessment% of creditSize of the assessment (eg length / duration)ILOs assessedFeedback method
Digital audit301,000 words3,4, 7Written
Digital marketing plan702,500 words1,2,3,5,6,7Written

Details of re-assessment (where required by referral or deferral)

Original form of assessmentForm of re-assessmentILOs re-assessedTimescale for re-assessment
Digital audit (30%)Digital audit (30%) 1,000 words3,4,7July/August Assessment Period
Digital marketing plan (70%)Digital marketing plan (70%) 2,500 words1,2,3,5,6,7July/August Assessment Period

Syllabus plan

  • Marketing in a digital world
  • Digital marketing strategy and practice
  • Digital marketing tools and techniques
  • Understanding the digital consumer
  • Digital self and implications for communication  
  • Digital promotion  and implications for business models
  • The ethics of digital marketing

Indicative learning resources - Basic reading

Core Text:

Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy, Implementation and Practice. 7th Edition. Pearson.

A reading list of journal articles and web resources to accompany the lectures will be made available.

Supplementary Text:

Roberts, M., & Zahay, D. (2012). Internet Marketing: Integrating Online and Offline Strategies. Cengage Learning.

A reading list of up to date peer reviewed journal articles and web resources to accompany the lectures will be made available on ELE.

Module has an active ELE page?


Origin date


Last revision date