Digital Marketing and Society

Module description

This module, in partnership with integrated creative communications agency, such as Exeter-based AB, focuses on the role and consequences of digital technology and social media for both marketing 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, 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 digital marketing tools, practices and strategies. Next, it considers how ‘consumers’ engage with digital marketing and what it means to live in a digital world.

Full module specification

Module title:Digital Marketing and Society
Module code:BEMM775
Module level:M
Academic year:2020/1
Module lecturers:
  • Ms Emma Wood - Convenor
Module credit:15
ECTS value:





BEMM148, BEMM120

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


Module aims

This module provides students with an understanding of digital marketing as a practice as well as an in-depth analysis of cultural and social implications of digital marketing. Students will be given the opportunity to work with a digital marketing firm (such as AB), to develop their ideas using a case study.

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 the marketplace

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 hours11 x 2 hour lectures
Seminars4 hours4 x 2 hour seminars (fortnightly)
Independent Study 124 hoursCore or supplementary reading, individual assignments

Formative assessment

Form of assessmentSize of the assessment (eg length / duration)ILOs assessedFeedback method
Seminar discussions4 hours of tutorials1-4,6,7Verbal
Challenge participationWeeks 1-113-4, 7-8Verbal

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 A: Audit & Analysis (report)251250 words1-8Written
Portfolio B: campaign planning (report)551750 words1-3, 5-8Written
Portfolio C: content creation (PDF)20Equivalent of 500 words (250 word blog and visuals)5-6Written

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

Original form of assessmentForm of re-assessmentILOs re-assessedTimescale for re-assessment
Portfolio AResubmission 1250 words1-8July/August
Portfolio BResubmission 1750 words1-3, 5-8July/August
Portfolio CResubmission equivalent 500 words5-6July/August

Syllabus plan

  •        Marketing in a digital culture
  •      Understanding a digital marketing audit
  •        Digital marketing strategy
  •        Understanding the digital ‘consumer’
  •        Exploring digital economies
  •        Ethics of digital marketing: surveillance, privacy and security

Indicative learning resources - Basic reading

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

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