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Digital Marketing and Society

Module description

This module 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. 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 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 and how academic theory and modern practice can be applied to real-world challenges.  Students will be given the opportunity to work with a live case study to develop their ideas.

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 theory and effectively apply this to address real-world challenges.

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. effectively utilise digital marketing tools to understand and benchmark performance.

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 Activity2010 x 2 hour lectures
Scheduled Learning and Teaching Activity6(Fortnightly) 6 x 1 hour seminars
Guided Independent Study124Core or supplementary reading, individual assignments

Formative assessment

Form of assessmentSize of the assessment (eg length / duration)ILOs assessedFeedback method
Seminar discussions6 hours of tutorials1-4,7-8Verbal
Campaign concept feedback1 page outline1-8Verbal

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
Digital audit 301,000 words1-8Written
Digital marketing plan702,500 words1-3, 5-8Written

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 1,000 (30%) 1-8July/August Reassessment Period
Digital marketing plan (70%)Marketing plan 2,500 (70%) 1-3, 5-8July/August Reassessment Period

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

Indicative learning resources - Basic reading

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

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