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University of Exeter Business School

Digital Marketing Planning

Module titleDigital Marketing Planning
Module codeBEMM782
Academic year2023/4
Module staff

Mrs Annette Harpham (Convenor)

Mrs Annette Harpham (Lecturer)

Duration: Term123
Duration: Weeks


Number students taking module (anticipated)


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.  

Module aims - intentions of the module

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.

Intended Learning Outcomes (ILOs)

ILO: Module-specific skills

On successfully completing the module you will be able to...

  • 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

On successfully completing the module you will be able to...

  • 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

On successfully completing the module you will be able to...

  • 6. Effectively communicate detailed, evidence-led and compelling recommendations
  • 7. Exhibit highly developed analytical and evaluative skills

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

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 1 hour whole cohort sessions & seminars
Guided independent study130Core 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

Indicative learning resources - Basic reading

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

Indicative learning resources - Web based and electronic resources

ELE Module pages

Indicative learning resources - Other resources


Key words search

Digital Marketing, Social Media Marketing, Marketing Planning, Online Marketing

Credit value15
Module ECTS


Module pre-requisites

BEMM778 – Applied Digital Marketing Analytics

Module co-requisites


NQF level (module)


Available as distance learning?


Origin date


Last revision date