Digital Marketing: Theory, Culture and Practice
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|
BEM1019 Fundamentals of Marketing and BEM2016 Consumer Behaviour
|Duration of module:||
Duration (weeks) - term 2: |
- 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 Activities||Guided independent study||Placement / study abroad|
Details of learning activities and teaching methods
|Category||Hours of study time||Description|
|Scheduled Learning and Teaching Activities||20||Lectures (11 x 2 hours)|
|Scheduled Learning and Teaching Activities||6||Tutorials|
|Guided Independent Study||124||Reading and assignment preparation|
|Form of assessment||Size of the assessment (eg length / duration)||ILOs assessed||Feedback method|
|Feedback on activities in tutorials||During tutorials||1-7||Verbal|
|Campaign concept feedback||1 page outline||2-7||Verbal|
Summative assessment (% of credit)
|Coursework||Written exams||Practical exams|
Details of summative assessment
|Form of assessment||% of credit||Size of the assessment (eg length / duration)||ILOs assessed||Feedback method|
|Digital audit||30||1,000 words||3,4, 7||Written|
|Digital marketing plan||70||2,500 words||1,2,3,5,6,7||Written|
Details of re-assessment (where required by referral or deferral)
|Original form of assessment||Form of re-assessment||ILOs re-assessed||Timescale for re-assessment|
|Digital audit (30%)||Digital audit (30%) 1,000 words||3,4,7||July/August Assessment Period|
|Digital marketing plan (70%)||Digital marketing plan (70%) 2,500 words||1,2,3,5,6,7||July/August Assessment Period|
- 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
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.
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?
Last revision date