Skip to main content

Module information

Digital Marketing and Communications

Module description

A good understanding of how firms, individuals, brands communicate with their stakeholders is not just useful for a future in marketing but is essential to a management career regardless of discipline or sector. Having a fundamental understanding of how you reach customers, how promotional messages are developed to meet a firm’s objectives, and then how these messages are communicated in a digital world, will benefit your overall management abilities.

By the end of this module students will have confidence in their knowledge of Digital Communications and their abilities to appreciate how different Digital Communications can maximise consumer/service user engagement.

You will not need any prior knowledge of marketing, however, if you do have previous knowledge you will find that this module will challenge you to think in different ways about the ways in which marketing theory is used in practice throughout a variety of different organisations and for differing purposes.

Full module specification

Module title:Digital Marketing and Communications
Module code:MBAM965
Module level:M
Academic year:2021/2
Module lecturers:
  • Ms Jill Nurse - Convenor
Module credit:10
ECTS value:






Duration of module: Duration (weeks) - term 3:

5 days

Module aims

The aim of this module is to enable students to gain a greater appreciation of the role of Digital Communications in the strategic management of organisations. The module will enable you:


  • To explore the relevance of digital marketing and social media to an organisation and its markets.
  • To understand the potential of digital technologies and social media in the achievement of strategic marketing objectives.
  • To develop the knowledge and skills needed to design, implement and evaluate a digital marketing campaign.

ILO: Module-specific skills

  • 1. demonstrate a critical understanding of the development of digital marketing, its associated business models and technologies, and the trends shaping its future
  • 2. articulate advanced knowledge of challenges and critical success factors involved in managing digital components of integrated marketing campaigns and continuous digital communications3
  • 3. demonstrate a critical appreciation of campaign strategy, creative approaches, and performance optimisation and evaluation methodologies

ILO: Discipline-specific skills

  • 4. evaluate an organisation's current marketing capabilities including demand for, and barriers to, the use of digital marketing channels
  • 5. critically analyse quality customer data from internal and external sources, and extract relevant information, in order to devise targeted digital and mobile marketing communications
  • 6. scope, plan, implement, manage and evaluate an effective and ethical digital marketing campaign.

ILO: Personal and key skills

  • 7. present and defend strategic analyses in multiple forms (written, verbal, digital) based on case material, desk based and empirical research;
  • 8. give and receive feedback at all levels, building confidence and developing trust that enables Self and others to take more assertive actions;
  • 9. work effectively in multi-cultural groups to research, explore and prepare a persuasive and carefully considered argument against an assignment or client brief;
  • 10. improve personal effectiveness through consciously and diligently developing own communication skills.

Syllabus plan

Indicative content:

  • The digital marketing landscape development, nature and scope
  • Understanding the digital customer
  • Data capture, consumer profiling and customised marketing communications
  • Integrated digital campaigns planning and execution
  • Website marketing design, planning, implementation, usability, usage, etc.
  • Social media, online advertising and PR, email marketing, affiliate marketing, etc.
  • Search engine marketing
  • Mobile communications, location-based services and mobile marketing tactics
  • Affiliate marketing programmes technologies, channels, remuneration models, etc.
  • Digital marketing programmes optimisation, control and evaluation
  • Codes of practice, regulatory issues and digital marketing ethics
  • Digital marketing futures

The summative assessment of the module is designed to test the acquisition and articulation of knowledge and critical understanding, and skills of application and interpretation within the business context

Indicative learning resources - Basic reading

Chaffey, D. and Ellis-Chadwick, F. (2012) Digital Marketing Strategy, Implementation and Practice, Pearson 5th  Edition

Roberts, M., & Zahay, D. (2012). Internet Marketing: Integrating Online and Offline Strategies. 3rd edition, Cengage Learning

Ryan, D. and Jones, C. (2012) Understanding Digital Marketing, Kogan Page

Ryan, D. and Jones, C. (2012) The Best Digital Marketing Campaigns in the World, Mastering the art of customer engagement, Kogan Page

Wymbs C. (2011) Digital Marketing: The Time for a New “Academic Major” Has Arrived

Indicative learning resources - Other resources

Journal of Consumer Marketing

Journal of Digital and Social Media Marketing

Journal of Research in Interactive Marketing

Journal of Marketing Education

Other resources: Various Readings, Videos, Guest Lectures, Webinars etc

Last revision date