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Study information

Marketing in a Digital Age

Module titleMarketing in a Digital Age
Module codeBEP1040
Academic year2024/5
Module staff

Jon Paget (Convenor)

Duration: Term123
Duration: Weeks


Number students taking module (anticipated)


Module description

This module will introduce you to aspects of traditional marketing management theory and its application to developments in the new media environment. It will analyse the communications methods and technological advances in developing campaigns, recruiting new customers, managing and maintaining crucial existing customer relationships. Drawing on examples from social media, digital advertising, media buying, analytics, branding and strategic communications, this module will enable you to examine and critique the many different techniques and tools now available to marketing professionals for managing customer relationships and maximising targeted exposure. Case studies will examine the possibilities of delivering value to organisations and their clients through digital communications and marketing. This module will feature a practical component where you will develop your own search optimisation campaign and, or a social media campaign. By the end of this module you will be familiar with the technology and techniques strategically utilised by digital marketing practitioners to increase reach, sales and adoption of their services, ideas and products.

Module aims - intentions of the module

Digital Marketing will equip you with the language, knowledge and skills to become proficient in the debates and skills surrounding developments in new media marketing. It will teach you the fundamentals of marketing theory and will apply these in a new media/digital context. In essence the module is designed to teach you about how people and successful communications between people are at the heart of digital marketing. On completion of this module you will be conversant with the theoretical background to digital marketing as well as the practical application of digital technologies and new media to achieving traditional marketing goals. You will also learn how to implement a digital marketing strategy equipping you with key employability skills for your future career.

Intended Learning Outcomes (ILOs)

ILO: Module-specific skills

On successfully completing the module you will be able to...

  • 1. engage with the debates surrounding advances in new media and digital technology
  • 2. design a website
  • 3. discuss the fundamental principles of marketing and how these have been applied to digital contexts
  • 4. use a digital marketing analytics package
  • 5. design a digital marketing/new media communications strategy

ILO: Discipline-specific skills

On successfully completing the module you will be able to...

  • 6. explain how marketing has evolved with the advent of digital technology and new media and the implications in, for instance, marketing promotions, customer loyalty management or brand positioning
  • 7. identify how human behaviour and connections via targeted communications is at the heart of digital media
  • 8. use the language associated with digital marketing with confidence in both an academic and applied context
  • 9. analyse the success of responsible marketing campaigns in a digital context and consider the implications for reputation management
  • 10. evaluate the short and medium term future for digital/new media opportunities and its use
  • 11. explore the concept of Sustainable Marketing

ILO: Personal and key skills

On successfully completing the module you will be able to...

  • 12. use and advise on the best tools to construct a website
  • 13. analyse and advise on website optimisation strategies
  • 14. assess a variety of tools to enhance search engine optimisation
  • 15. apply appropriate marketing analytics techniques to digital campaigns
  • 16. recognise the characteristics of an unethical marketing campaign strategy

Syllabus plan

Formal Lectures

  • Introduction to Marketing – the evolution of how traditional marketing theory is applied to the new media/digital environment
  • Strategic Thinking – why you need digital marketing strategies
  • Your website – a strategy for construction
  • Search engine optimisation – it’s all about getting to the right consumers at the right time
  • Website Intelligence – analytics, measuring your ROI
  • Different types of campaigns I – email marketing
  • Different types of campaigns II – Social Media and online consumer engagement
  • Online Reputation Management
  • Affiliate Marketing and Strategic Partnerships Mobile – new opportunities for marketing
  • The Future – co-creation, collaborative consumption - the consumer holds the key

Practical Workshops

a)   Constructing a website

b)    Website optimisation

c)   Search engine optimisation strategies

d)    Analytics packages

Learning activities and teaching methods (given in hours of study time)

Scheduled Learning and Teaching ActivitiesGuided independent studyPlacement / study abroad

Details of learning activities and teaching methods

CategoryHours of study timeDescription
Scheduled Learning & Teaching Activities22Formal class room based lectures where you will learn the theory and examine case studies
Scheduled Learning & Teaching Activities4Practical workshops where you will be taught and be able to practice on relevant technologies
Independent Study 124You will produce an independently researched and written theory paper plus a group project with associated presentation. You will be expected to manage your time accordingly.

Formative assessment

Form of assessmentSize of the assessment (eg length / duration)ILOs assessedFeedback method
A plan of the project: detailing the issue for investigation, possible solution, examples of references and sources of data, plus the roles of the group members 1000 words1-16Written and verbal

Summative assessment (% of credit)

CourseworkWritten examsPractical exams

Details of summative assessment

Form of assessment% of creditSize of the assessment (eg length / duration)ILOs assessedFeedback method
Research and present on the purposeful use of a digital marketing platform30Power Point presentation, with accompanying commentary notes of 1000 words.3,7,10,14Written and verbal
Create a social media plan/strategy with accompanying creative mock-ups30Individual report (1750 words)2, 5, 6, 9, 11, 12 Written and verbal
Analytical report of digital marketing tools used by a brand.40Individual report (1750 words)1, 4, 8, 13, 15, 16Written and verbal

Details of re-assessment (where required by referral or deferral)

Original form of assessmentForm of re-assessmentILOs re-assessedTimescale for re-assessment
Research and present on the purposeful use of a digital marketing platformReport 1000 words.3, 7, 10, 14 July/August
Create a social media plan/strategy with accompanying creative mock-upsIndividual report (1750 words)2, 5, 6, 9, 11, 12July/August
Analytical report of digital marketing tools used by a brand.Individual report (1750 words)1, 4, 8, 13, 15, 16July/August

Re-assessment notes

A student will be referred in all failed components if the student fails the module with a mark of below 40% overall.

A student if deferred in a single component will be reassessed in that component only.

Indicative learning resources - Basic reading

All students on the programme will have access to additional material in the form of a customised e-book

  • 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
  • Chaffey, D. and Ellis-Chadwick, F. (2012) Digital Marketing Strategy, Implementation and Practice, Pearson 5th  Edition
  • Journal of Consumer Marketing
  • Journal of Digital and Social Media Marketing
  • Journal of Research in Interactive Marketing
  • Journal of Marketing Education
  • Wymbs C. (2011) Digital Marketing: The Time for a New “Academic Major” Has Arrived
  • Journal of Marketing Education 0273475310392544, first published on February 20, 2011

Indicative learning resources - Web based and electronic resources

Indicative learning resources - Other resources



Key words search

Digital Marketing, Business BSc, New Media Marketing

Credit value15
Module ECTS


Module pre-requisites


Module co-requisites


NQF level (module)


Available as distance learning?


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Last revision date