Module Information

Module Identifier
Module Title
Digital Marketing
Academic Year
Semester 1
Reading List
Other Staff

Course Delivery



Assessment Type Assessment length / details Proportion
Semester Assessment Applied Emergent Trends Report  Written critical appreciation 2500 Words  50%
Semester Assessment Creation of a digital marketing asset  Creation of a digital marketing asset 1000 Words  50%
Supplementary Assessment Assessment 2  2500 Words  50%
Supplementary Assessment Assessment 1  Equivalent to Semester Assessment 1000 Words  50%

Learning Outcomes

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

​1. Outline the process and options to develop multi-faceted online presences.

2. Investigate the variation in strategy and tactics for omni-channel digital marketing.

3. Explain how online entities drive traffic, describe the options available for online advertising, including new initiatives and describe how Social Media is used to engender engagement and the fostering of communities.

4. Investigate new channels, media, and tools in digital marketing.​

Brief description

This module addresses the context and application of Digital Marketing providing students with a macro-, and micro-environmental understanding of key facets that drive the growth and development of the principal channels of sell side and buy side digital marketing.


The online environment

Developing the online presence

Omni-channel digital marketing Traffic Generation

Online Advertising: Current and Future Developments

Permission, Content, and User Generated Content and its strategic implementation Engagement Mechanisms: Social Media

Emerging Digital Channels I

Emerging Digital Channels II

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 dev eloped through class participation and group work. Written communication will be dev eloped 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 Central to the aim of the module, that the student understands the context and content of this module and its application in industry
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, Usability, Ux, various channel specific skills, e.g. Media Buying.
Team work Through class preparation, the use of breakout group work, case preparation and through the group assessment.


This module is at CQFW Level 6