Digital Marketing Planning

Module description

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 focused approach to utilising digital channels to address marketing challenges. By responding to the brief set by a live case study, this module offers you 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., You will be tasked with applying 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 Planning
Module code:BEMM782
Module level:M
Academic year:2022/3
Module lecturers:
  • Ms Emma Wood - Convenor
Module credit:15
ECTS value:






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


Module aims

This module aims to provide you with an understanding of digital marketing and how both marketing 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 and add value to an organisation in our community.

ILO: Module-specific skills

  • 1. create an effective marketing plan in response to a customer brief;
  • 2. effectively utilise digital marketing tools to complete a detailed digital marketing audit and benchmark performance;
  • 3. propose detailed, well-evidenced and co-ordinated marketing actions.

ILO: Discipline-specific skills

  • 4. critically reflect on digital marketing practices and performance;
  • 5. identify and evaluate relevant data to build a detailed understanding of customer needs and behaviour;

ILO: Personal and key skills

  • 6. effectively communicate detailed, evidence-led and compelling recommendations;
  • 7. exhibit highly developed analytical and evaluative 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
Scheduled Learning and Teaching Activity1010 x 1 hour whole cohort sessions
Scheduled Learning and Teaching Activity88 x 1 hour seminars
Guided Independent Study132Core and supplementary reading, individual assignments

Formative assessment

Form of assessmentSize of the assessment (eg length / duration)ILOs assessedFeedback method
Seminar Discussion8 hours of seminar1-7Verbal
Campaign Concept Feedback1 page outline1,3,5Verbal

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 Audit401,250 words2,4,5,7Written
Digital Marketing Plan602,250 words1,3,4,6,7Written

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

Original form of assessmentForm of re-assessmentILOs re-assessedTimescale for re-assessment
Digital audit (40%)Digital audit 1,250 words (40%)2,4,5,7Relevant re-assessment period
Digital marketing plan (60%)Marketing plan 2,250 words (60%)1,3,4,6,7Relevant re-assessment period

Syllabus plan

  • Marketing in a digital culture
  • Understanding a digital marketing audit
  • Understanding the digital ‘consumer’
  • Digital marketing strategy
  • Digital marketing tools and techniques
  • Developing a creative concept
  • Measuring and monitoring campaign performance

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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Indicative learning resources - Web based and electronic resources

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