MMM077-Digital Marketing

Module Provider: Marketing and Reputation
Number of credits: 20 [10 ECTS credits]
Terms in which taught: Spring term module
Non-modular pre-requisites:
Modules excluded:
Current from: 2023/4

Module Convenor: Dr Rodrigo Perez Vega

Type of module:

Summary module description:

The growth of internet technology has created significant new opportunities for organisations to reach and build relationships with customers. At the same time, many firms struggle with making a successful transition from offline to online marketing. This module provides knowledge of the key tools required to implement a successful digital marketing strategy. This includes search engine marketing, effective engagement with social media and improving performance using web analytics. The module also covers strategic aspects of digital marketing such as inbound marketing strategy and social influence marketing.? Students will also build an understanding of the important ethical issues around consumer privacy and personal data created through digital marketing activities.


This module aims to introduce students to digital marketing and the increasingly important role of technology in both marketing practice and society. By the end of the module students should be able to apply a range of skills to implement digital marketing approaches and understand the key strategic drivers behind the growth of the digital economy.

Assessable learning outcomes:

By the end of the module it is expected that the student will be able to: 

  1. Identify key approaches to digital marketing.? 

  2. Apply a data-driven approach to optimizing marketing effectiveness through web analytics. 

  3. Analyse the effectiveness of the social web for building brands. 

  4. Assess the ethical and legal issues in collecting, storing and analysing customer data. 

  5. Create digital marketing strategies and digital content to support those strategies. 

Additional outcomes:

Whilst students may already have some knowledge of digital platforms such as Facebook, Instagram, or Twitter this module provides students with the ability to understand and explain digital marketing in its business context. This module will also give students considering a career in marketing an understanding of the role and nature of digital marketing in organizations. The module also provides the students with the opportunity to learn how to produce digital assets.

Outline content:

This module is built around two themes. The first theme centres on the strategic elements of digital marketing, including planning and management of digital activities. The second theme gives students knowledge of the key techniques required to implement digital marketing strategies. This includes search engine optimisation, search engine marketing, analytics, mobile marketing and the use of social media for marketing.

Brief description of teaching and learning methods:

Students will be taught in ten two-hour lectures and two practical workshops through the Spring term. The workshops will give an opportunity to apply specific digital marketing techniques and learn to use resources to use as part of an assessed project. As part of their written assignment, students will be engaging in work-based learning by developing digital artefacts to complement the report (e.g. landing pages, websites, mobile apps, digital content, etc.). 

Contact hours:
  Autumn Spring Summer
Lectures 20
Tutorials 5
Guided independent study:      
    Wider reading (independent) 15
    Wider reading (directed) 30
    Exam revision/preparation 17
    Advance preparation for classes 5
    Preparation for tutorials 3
    Preparation of practical report 105
Total hours by term 0 200 0
Total hours for module 200

Summative Assessment Methods:
Method Percentage
Written exam 40
Project output other than dissertation 60

Summative assessment- Examinations:

One 1.5-hour unseen written paper.

Summative assessment- Coursework and in-class tests:

Individual coursework – 60% 

Submission deadline: Week 31 

The individual project includes the creation of a management report of up to 3,000 words (+/- 10% is allowed) on a case relating to the implementation of digital strategies and the development of digital assets to support the strategies suggested by the student.

Formative assessment methods:

Penalties for late submission:

Penalties for late submission on this module are in accordance with the University policy. Please refer to page 5 of the Postgraduate Guide to Assessment for further information:

Assessment requirements for a pass:
A weighted average mark of 50%

Reassessment arrangements:

A single 3,000 word individual essay for submission in August and the mark is capped at 50.

Additional Costs (specified where applicable):

Last updated: 30 March 2023


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