Strategic Digital Marketing Practice
| Module title | Strategic Digital Marketing Practice |
|---|---|
| Module code | BEM3069 |
| Academic year | 2025/6 |
| Credits | 15 |
| Module staff | Mrs Annette Harpham (Convenor) |
| Duration: Term | 1 | 2 | 3 |
|---|---|---|---|
| Duration: Weeks | 11 |
| Number students taking module (anticipated) | 140 |
|---|
Module description
Digital technologies are an essential part of consumers’ daily lives. Marketers now have a vast and evolving array of digital communications channels to help them engage with customers precisely and in real-time. This module takes a strategic approach to choosing and using digital channels to achieve marketing objectives. Responding to a brief set by a real ‘case study’ client, you will analyse their current marketing practices, create digital campaign ideas, and develop a digital marketing plan to meet their objectives. This module will grow your knowledge of digital analytics, search marketing, social media, and more. You will grow your skills and confidence to respond proactively to the changing and complex digital marketing world, while delivering genuine benefits to an organisation.
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 digital 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
- Undertaking a digital marketing audit
- Understanding the digital ‘consumer’
- Digital marketing strategy
- Developing a creative concept
- Digital marketing tools and techniques
- Digital marketing planning
- Measuring and monitoring campaign performance
Learning activities and teaching methods (given in hours of study time)
| Scheduled Learning and Teaching Activities | Guided independent study | Placement / study abroad |
|---|---|---|
| 20 | 130 | 0 |
Details of learning activities and teaching methods
| Category | Hours of study time | Description |
|---|---|---|
| Scheduled learning and teaching activity | 20 | Lectures and seminars |
| Guided Independent Study | 130 | Reading and assignment preparation |
Formative assessment
| Form of assessment | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
|---|---|---|---|
| Feedback on activities in seminars | During seminars | 1-7 | Verbal |
| Early stage campaign concept feedback | One page outline | 1, 6 | Verbal |
Summative assessment (% of credit)
| Coursework | Written exams | Practical exams |
|---|---|---|
| 100 | 0 | 0 |
Details of summative assessment
| Form of assessment | % of credit | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
|---|---|---|---|---|
| Digital Audit | 40 | Equivalent to 1,250 words + tables and images | 2, 4, 5, 7 | Written |
| Digital Marketing Plan | 60 | Equivalent to 2,250 words + tables and images | 1, 2, 3, 5, 6, 7 | Written |
Details of re-assessment (where required by referral or deferral)
| Original form of assessment | Form of re-assessment | ILOs re-assessed | Timescale for re-assessment |
|---|---|---|---|
| Digital Audit | Digital audit (equivalent to 1,250 words + tables and images) (40%) | 2, 4, 5, 7 | Re-assessment period |
| Digital Marketing Plan | Marketing plan (equivalent to 2,250 words + tables and images) (60%) | 1, 2, 3, 5, 6, 7 | Re-assessment period |
Indicative learning resources - Basic reading
Core Text:
Chaffey, D. & Ellis-Chadwick, F. (2022) Digital Marketing: Strategy, Implementation and Practice. 8th Edition. Pearson
Supplementary Text:
Sponder, M. and Khan, G.F. (2017) Digital analytics for marketing. Abingdon, Routledge
Chaffey, D. and Smith, P.R. (2023) Digital marketing excellence: planning, optimizing and integrating online marketing. 6th edition. Routledge.
Indicative learning resources - web based and electronic resources:
A reading list of relevant textbooks, journals and web resources will be available on ELE.
| Credit value | 15 |
|---|---|
| Module ECTS | 7.5 |
| Module pre-requisites | BEM1019 Fundamentals of Marketing and BEM2016 Consumer Behaviour |
| Module co-requisites | None |
| NQF level (module) | 6 |
| Available as distance learning? | No |
| Origin date | 20/01/2022 |
| Last revision date | 28/01/2025 |
