Digital Marketing Strategy

Module description

This module, in partnership with integrated creative communications agency AB, focuses on the role and consequences of digital technology and social media developments for both marketing theory and practice and culture more generally.  Digital marketing has fast become an essential area of marketing for many, if not all, organisations.  Not only that, it has become an integral part of our daily lives.  Digital marketing is not only marked by significant cultural changes, but also changes in the ways that marketers operate and relate to consumers, and the way that we operate and relate to one another.  Along with these changes come far-reaching implications related to data security and privacy, social relations, mixed realities, and Big Data, among many others.  Looking across a variety of issues, this course interrogates the relationship between digital and ‘traditional’ marketing strategy, with a critical eye to societal implications.  As such, this course begins by examining theory around marketing, particularly from a sociological perspective to consider how ‘consumers’ engage with digital marketing and what it means to live in a digital world.  Next, the course examines digital marketing practices that are now integral, if not essential, to marketing strategy from a ‘real world’ perspective, including the role and practice of communication, market research, campaign planning and evaluation.  Finally, the course considers the implications of digital marketing, not only related to marketing practice but also to the social.

Full module specification

Module title:Digital Marketing Strategy
Module code:BEMM177
Module level:M
Academic year:2017/8
Module lecturers:
  • Dr Aliette Lambert - Convenor
Module credit:15
ECTS value:





BEMM148, BEMM120

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


Module aims

This module will provide students with an introduction into principles of digital marketing as an increasingly important and integral part of marketing theory and practice.  An in-depth analysis of the theory and practice of digital marketing will be provided, from both cultural and practical perspectives.  Students will be given the opportunity to work with a digital marketing firm (AB), as well as the opportunity to develop their own critical assessment of digital marketing and its implications for practice, theory and culture.

ILO: Module-specific skills

  • 1. Demonstrate core knowledge and critical understanding of the marketing techniques, tools and methods required to develop and evaluate a digital marketing strategy.
  • 2. Critically evaluate the implications of digital marketing from theoretical, cultural and practical perspectives.

ILO: Discipline-specific skills

  • 3. Critically reflect on digital marketing practices.
  • 4. Critically evaluate the implications of digital marketing on marketing and social theory.

ILO: Personal and key skills

  • 5. Demonstrate written communication expertise of key practices and implications of digital marketing
  • 6. Demonstrate creativity in the application of digital marketing practices, discussing digital strategy within the context of the modern business and its international context.
  • 7. Exhibit analytical and evaluative skills of both the practice of digital marketing and societal implications.
  • 8. Exhibit critical thinking skills.

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
Lectures22 hours11x 2 hour lectures
Seminars4 hoursFortnightly 1 hour x 4
Independent study124Core and supplementary reading, individual and group assignments

Formative assessment

Form of assessmentSize of the assessment (eg length / duration)ILOs assessedFeedback method
Seminar discussions of the certification process4 hours of tutorial1-4, 6-7Verbal

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
Group report (5 per group)403,500 words1- 3, 5-8Written
Attainment of a certification (Google Analytics, Google Adwords and/or Hubspot certifications totalling at least 4.5 hours of study) and a critically reflective essay on the process and societal implications60Certification and a 1,500 word essay2-5, 7-8Written

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

Original form of assessmentForm of re-assessmentILOs re-assessedTimescale for re-assessment
Group ReportIndividual Report1- 3, 5-8July/August
EssayEssay2-5, 7-8July/August

Syllabus plan

  • Marketing in a digital culture
  • Understanding the digital ‘consumer’
  • Social media, marketing and implications
  • Online market research, web analytics and technologies
  • Campaign planning and communications using digital platforms
  • Ethics, security and privacy
  • Commercialisation and virtual worlds

Indicative learning resources - Basic reading

Chaffey, D., & Ellis-Chadwick, F. (2016) DigitalMarketing: Strategy, Implementation and Practice. 6th Edition. Pearson.

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

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