Digital Marketing

Module description

This module, in partnership with integrated creative communications agency AB, explores the role and consequences of digital technologies on both social relations and marketing practice.  Digital technologies are now pervasive, infiltrating many aspects of our lives.  Digital technologies are not mere tools to achieve traditional business and marketing goals; they are part of a paradigm shift, with an increasing emphasis on social interaction and consumer collaboration.  From this perspective, not only does this module consider implications, opportunities and challenges faced by marketing practitioners in a digital setting, but it also critically examines what it means for ‘consumers’ to live in a digital world from a cultural perspective.  As such, the module first examines digital culture and the position of the ‘consumer’.  Next, the module explores digital marketing practices and techniques, including the role and practice of communication, market research, campaign planning and evaluation, which is the focus of group work.  Finally, the course considers the implications of digital marketing for marketers and consumers alike.

Full module specification

Module title:Digital Marketing
Module code:BEM3044
Module level:3
Academic year:2017/8
Module lecturers:
  • Dr Aliette Lambert - Convenor
Module credit:15
ECTS value:



BEM1019 Fundamentals of Marketing and BEM2016 Consumer Behaviour



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


Module aims

  • To advance understanding of the social setting fuelled by the rise of digital technologies.
  • To hone critical thinking skills by examining not only marketing practices but also cultural implications.
  • To encourage the development of a creative, strategic approach to digital marketing practice, focusing on opportunities, challenges and other implications for marketing practices.
  • To encourage the confidence and ability to engage responsively and proactively in an environment characterised by complexity and change.

ILO: Module-specific skills

  • 1. Explain the social paradigm which comes along with the rise of digital technologies, and critically discuss its impact for marketing practices and social life.
  • 2. Creatively employ digital marketing tools and strategies to meet organisational/marketing goals
  • 3. Critically analyse the suitability and ethics of different digital marketing practices

ILO: Discipline-specific skills

  • 4. Critically reflect on digital marketing practices
  • 5. Critically synthesise academic literature and evaluate implications of digital marketing on marketing and social theory

ILO: Personal and key skills

  • 6. Demonstrate the ability to take part in the creation of a digital marketing campaign
  • 7. Exhibit care for written and spoken communication skills
  • 8. Demonstrate the ability to work effectively as part of a team
  • 9. Demonstrate critical thinking ability and skills
  • 10. Demonstrate propensity for collaboration and participative learning

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 Activities22Lecturers (11 x 2 hours)
Scheduled Learning and Teaching Activities4Tutorials
Guided Independent Study124Reading, individual and group assignment work

Formative assessment

Form of assessmentSize of the assessment (eg length / duration)ILOs assessedFeedback method
Reflective writing250-500 words1, 4, 7, 9Verbal
Group presentations (selected groups)Selected groups to present to a panel of experts2, 6-10Verbal

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
Individual Essay502500 words1, 3, 5, 7, 9Written
Group project report and slide deck (max 6 per group)404,000 words2, 3, 5-10Written
Attendance10Present 3 of 4 times attendance is taken10Written

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

Original form of assessmentForm of re-assessmentILOs re-assessedTimescale for re-assessment
Individual Essay (60%) & Attendance (10%)Individual Essay (60%) 2,500 words1, 3-5, 7, 9July/August
Group Project (40%)Individual Report (40%) 1,000 words2, 3, 5-7, 9July/August

Syllabus plan

  • Marketing in a digital world
  • Exploring the digital ‘consumer’
  • Digital marketing strategy
  • Online market research, web analytics and technologies
  • Campaign planning for digital media
  • The ethics of digital marketing: security and privacy
  • Marketing for the future: virtual worlds

Indicative learning resources - Basic reading

Core Text:

  • Fuchs, C. (2017). Social Media: A Critical Introduction. Sage.
  • Chaffey, D., & Ellis-Chadwick, F. (2016). Digital Marketing: Strategy, Implementation and Practice. 6th Edition. Pearson.

A reading list of journal articles and web resources to accompany the lectures will be made available.

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