Digital Marketing: Theory, Culture and Practice

Module description

This module, in partnership with integrated creative communications agency AB, 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. Digital technologies are not mere tools to achieve traditional business and marketing goals; they are part of a paradigm shift, with an increasing emphasis on social interaction and consumer collaboration. From this perspective, not only does this module consider the implications, opportunities and challenges faced by marketing practitioners in a digital setting, but it also critically examines implications for social life through academic theory. As such in this module we first explore digital marketing methods, practices and strategy, the focus of group-work. Next, we consider the position of the consumer before situating digital marketing and consumer collaboration in a wider cultural context. Finally, we consider the implications of digital marketing for social life.

Full module specification

Module title:Digital Marketing: Theory, Culture and Practice
Module code:BEM3054
Module level:3
Academic year:2020/1
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 not only marketing practices but also cultural implications through academic theory.
  • 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 social paradigm which comes along with the rise of digital technologies, and critically discuss implications for social life
  • 2. Creatively employ digital marketing tools and strategies to meet organisational/marketing goals
  • 3. Critically analyse the suitability and ethics of different digital marketing practices

ILO: Discipline-specific skills

  • 4. Critically reflect on digital marketing practices
  • 5. Critically synthesise academic literature and evaluate implications of digital marketing on social life through academic theory

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 Activities22Lectures (11 x 2 hours)
Scheduled Learning and Teaching Activities4Tutorials
Guided Independent Study124Reading and assignment preparation

Formative assessment

Form of assessmentSize of the assessment (eg length / duration)ILOs assessedFeedback method
Feedback on activities in seminarsDuring Seminars1-7Verbal

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
Portfolio contribution, part 125Portfolio contribution, part 13,4, 6Written
Portfolio contribution, parts 2753000 words1,2,3,5,7Written

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

Original form of assessmentForm of re-assessmentILOs re-assessedTimescale for re-assessment
Portfolio contribution, part 1 Portfolio contribution, part 1 3,4, 6July/August
Portfolio contribution, parts 2Portfolio contribution, parts 21,2,3,5,7July/August

Syllabus plan

  • Marketing in a digital world
  • Digital marketing strategy and practice
  • Digital marketing tools and technique
  • Understanding the digital consumer
  • Digital self and implications for identity
  • Digital economies and implications for business models
  • The ethics of digital marketing: security, privacy and surveillance 

Indicative learning resources - Basic reading

Core Text:

Fuchs, C. (2017). Social Media: A Critical Introduction. Sage.

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: 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