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University of Exeter Business School

Strategic Digital Marketing Practice

Module titleStrategic Digital Marketing Practice
Module codeBEM3069
Academic year2023/4
Module staff

Mrs Annette Harpham (Convenor)

Duration: Term123
Duration: Weeks


Number students taking module (anticipated)


Module description

Digital technologies and so-called’ big data’ are now a key feature of marketing, infiltrating many aspects of our lives and changing the way in which we live and interact with others, including brands. This module will focus on helping you to develop the skills, knowledge and  confidence to respond proactively in this marketing environment characterised by complexity and change. 

Working closely with local organisations, 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 you the opportunity to develop creative solutions that 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 then be challenged to apply this learning to better understand how your case study organisation 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 identify practical solutions that can add value to an organisation in our wider community.

This fast-paced and applied module will be particularly suited to students who wish to develop skills that will help prepare them for the workplace.

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. Utilise digital marketing tools to understand and benchmark performance
  • 3. Develop detailed, well-evidenced and co-ordinated proposals for 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. Communicate detailed, evidence-led and compelling recommendations
  • 7. Apply advanced 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 activity1010 x 1 hour whole cohort session
Scheduled learning and teaching activities88 x 1 hour seminars
Guided Independent Study132Reading and assignment preparation

Formative assessment

Form of assessmentSize of the assessment (eg length / duration)ILOs assessedFeedback method
Feedback on activities in seminarsDuring seminars1-7Verbal
Early stage 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 AuditDigital Audit (1,250 words, 40%)2,4,5,7July/August re-assessment period
Digital Marketing PlanMarketing plan (2,250 words, 60%)1,3,4,6,7July/August re-assessment period

Indicative learning resources - Basic reading

Core Text:

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

Supplementary Text:

Sponder, M. and Khan, G.F. (2017) Digital analytics for marketing. Abingdon, Routledge

Indicative learning resources - Web based and electronic resources

A reading list of up to date peer reviewed journal articles and web resources to accompany the lectures will be made available on ELE.

Key words search

Digital marketing, social media marketing, marketing planning, online marketing.

Credit value15
Module ECTS


Module pre-requisites

BEM1019 Fundamentals of Marketing and BEM2016 Consumer Behaviour

Module co-requisites


NQF level (module)


Available as distance learning?


Origin date


Last revision date