Digital Marketing Strategy
This module, in partnership with integrated creative communications agency AB, focuses on the role and consequences of digital technology and social media developments for both marketing theory and 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, mixed realities, and Big Data, 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 theory around marketing, particularly from a sociological perspective to consider how ‘consumers’ engage with digital marketing and what it means to live in a digital world. Next, the course examines digital marketing practices that are now integral, if not essential, to marketing strategy from a ‘real world’ perspective, including the role and practice of communication, market research, campaign planning and evaluation. Finally, the course considers the implications of digital marketing, not only related to marketing practice but also to the social.
Full module specification
|Module title:||Digital Marketing Strategy|
|Duration of module:||
Duration (weeks) - term 2: |
This module will provide students with an introduction into principles of digital marketing as an increasingly important and integral part of marketing theory and practice. An in-depth analysis of the theory and practice of digital marketing will be provided, from both cultural and practical perspectives. Students will be given the opportunity to work with a digital marketing firm (AB), as well as the opportunity to develop their own critical assessment of digital marketing and its implications for practice, theory and culture.
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 social theory.
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 Activities||Guided independent study||Placement / study abroad|
Details of learning activities and teaching methods
|Category||Hours of study time||Description|
|Lectures||22 hours||11x 2 hour lectures|
|Seminars||4 hours||Fortnightly 1 hour x 4|
|Independent study||124||Core and supplementary reading, individual and group assignments|
|Form of assessment||Size of the assessment (eg length / duration)||ILOs assessed||Feedback method|
|Seminar discussions of the certification process||4 hours of tutorial||1-4, 6-7||Verbal|
Summative assessment (% of credit)
|Coursework||Written exams||Practical exams|
Details of summative assessment
|Form of assessment||% of credit||Size of the assessment (eg length / duration)||ILOs assessed||Feedback method|
|Group report (5 per group)||40||3,500 words||1- 3, 5-8||Written|
|Attainment of a certification (Google Analytics, Google Adwords and/or Hubspot certifications totalling at least 4.5 hours of study) and a critically reflective essay on the process and societal implications||60||Certification and a 1,500 word essay||2-5, 7-8||Written|
Details of re-assessment (where required by referral or deferral)
|Original form of assessment||Form of re-assessment||ILOs re-assessed||Timescale for re-assessment|
|Group Report||Individual Report||1- 3, 5-8||July/August|
- Marketing in a digital culture
- Understanding the digital ‘consumer’
- Social media, marketing and implications
- Online market research, web analytics and technologies
- Campaign planning and communications using digital platforms
- Ethics, security and privacy
- Commercialisation and virtual worlds
Indicative learning resources - Basic reading
Chaffey, D., & Ellis-Chadwick, F. (2016) DigitalMarketing: Strategy, Implementation and Practice. 6th Edition. Pearson.
Fuchs, C. (2017). Social Media: A Critical Introduction. Sage.
Module has an active ELE page?
Last revision date