Module Information

Module Identifier
Module Title
Digital Marketing
Academic Year
Semester 2

Course Delivery



Assessment Type Assessment length / details Proportion
Semester Assessment 5 Minute Group Presentation and 500 Word Individual Report  20%
Semester Assessment 2,500 Word Individual Report  50%
Semester Exam 1.5 Hours   Examination Case Study Analysis  30%
Supplementary Assessment Repeat Failed Elements or Equivalent  20%
Supplementary Assessment 2,500 Word Individual Report; Repeat Failed Elements  50%
Supplementary Exam 1.5 Hours   Examination Case Study Analysis; Repeat Failed Elements  30%

Learning Outcomes

On successful completion of this module students should be able to:

Identify the key differences between digital marketing and traditional marketing

Identify and describe the different elements of the digital environment that impact on an organisations Digital Marketing Strategy

Assess the moral, legal, and ethical constraints and opportunities to an organisation and devise solutions to accommodate them

Relate the digital marketing strategy to the marketing and business strategies whilst identifying and explaining some alternative strategic approaches to the digital channel

Apply the elements of the marketing mix to a digital context

Evaluate the potential of digital marketing and the internet to support one-to-one marketing and the range of techniques and systems available to support dialogue with the customer over digital channels

Define the factors that are combined to deliver an effective digital customer experience

Understand and promulgate the importance of integrating digital and offline promotion

Develop a process to collect measures for digital marketing effectiveness

Identify the key uses of digital communications for b2c, b2b and g2c

Brief description

This module addresses the International context of Digital Marketing in the 21st century providing students with a macro-, and micro-environmental understanding of key facets driving the growth and development of the principal channels of sell side and buy side activities.
It aims to provide students with the facilitating knowledge to effectively examine, evaluate, create and deliver digital marketing initiatives


Digital Marketing Fundamentals;
Digital Marketing Micro Environment
Digital Marketing Macro Environment;
Digital Marketing Strategy;
Digital Marketing and the Marketing Mix;
Relationship Marketing;
Delivering a digital customer experience;
Digital Interactive Marketing Communications;
Maintaining and monitoring the Digital Presence;
B2B, B2C, and G2C digital marketing

Module Skills

Skills Type Skills details
Application of Number Opportunities will be present in both coursework and case study preparation for class tasks
Communication Oral communication will be developed through class participation and group work. Written communication will be developed through case preparation, assessment preparation, note taking and information based dialogue.
Improving own Learning and Performance Through both class and self-directed learning.
Information Technology Office will be used, including Word Processing, Number manipulation and Presentations. Numerous industry standard digital marketing packages will be introduced, practiced and mastered.
Personal Development and Career planning Development of skills, theory and analysis capabilities. Focus is on industry specific skills to facilitate seamless transition into professional opportunities.
Problem solving Identification of business issues related to digital marketing strategy implementation. Identification of the relevant information for decisions and formulation of decisions and the choice of appropriate channels.
Research skills Qualitative methods, survey methods and basic preparation and analysis of various digital marketing activities including micro and macro environmental research, and the development of measurement processes.
Subject Specific Skills Web Analytics Web usability Digital Channels Various “usage” specific
Team work Through class preparation, the use of breakout group work, case preparation and through the group assessment


This module is at CQFW Level 7