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MKT46310

Academic Year 2024/2025

Digital Marketing (MKT46310)

Subject:
Marketing
College:
Business
School:
Business
Level:
4 (Masters)
Credits:
8
Module Coordinator:
Mrs Harriet Price
Trimester:
Spring
Mode of Delivery:
On Campus
Internship Module:
No
How will I be graded?
Letter grades

Curricular information is subject to change.

Digital marketing is an important component in the marketing landscape and now makes up the most significant proportion of the marketing mix for many companies and organisations.

This course provides the theoretical knowledge, strategic underpinnings and practical insights for integrating digital marketing into the marketing mix, then monitoring and measuring the results of these efforts. This course is designed as a hands-on experience where you will actively create a website, content, manage a digital presence and measure the effect of your digital marketing efforts. This module is seen as a core competency for students moving into marketing roles in the workplace.

About this Module

Learning Outcomes:

At completion of this module, the student should be able to:

- Undertake digital research and audit of a website
- Develop and plan an integrated digital marketing campaign using the correct mix of digital marketing channels.
- Understand how search engines work and use this knowledge to improve organic search rankings for a website
- Understand the digital media ecosystem (Paid, PPC, Owned, Earned)
- Build distinctive digital messaging and assets
- Set advertising budgets, decide channel mix and weighting
- Use social media channels strategically
- Report findings to stakeholders in an appropriate business report format

Indicative Module Content:


- Introduction to Digital Marketing
- Website establishment & audits
- Analytics, Attribution & Measurement
- Search Engine Optimization (SEO)
- Content Marketing Strategy
- Social Media Marketing
- Digital Advertising (SEM, PPC)
- Digital Advertising (Display, Mobile)
- Integrated Marketing Strategy
- Strategic Planning
- Affiliate and Influencer Marketing / Ethics

Student Effort Hours:
Student Effort Type Hours
Lectures

36
Practical

44
Autonomous Student Learning

70
Total

150

Approaches to Teaching and Learning:
Lectures with a practical/task based assignment. Practical courses and certifications

Requirements, Exclusions and Recommendations

Not applicable to this module.


Module Requisites and Incompatibles
Not applicable to this module.
 

Assessment Strategy  
Description Timing Component Scale Must Pass Component % of Final Grade In Module Component Repeat Offered
Quizzes/Short Exercises: Class Test: Quizzes x 2 Week 3, Week 6 Alternative linear conversion grade scale 40% No

20

 No
Assignment(Including Essay): Assignment: Industry Certification x 2 - Individual Week 7, Week 10 Pass/Fail Grade Scale No

20

 No
Group Work Assignment: Group Project: Group Assignment - submitted online & recorded/presented Week 9 Standard conversion grade scale 40% No

40

 No
Assignment(Including Essay): Assignment: Individual Assignment Week 15 Standard conversion grade scale 40% No

20

 No

Carry forward of passed components
No
 

Remediation Type Remediation Timing
In-Module Resit Prior to relevant Programme Exam Board
Please see Student Jargon Buster for more information about remediation types and timing. 

Feedback Strategy/Strategies

• Feedback individually to students, post-assessment
• Group/class feedback, post-assessment
• Peer review activities
• Self-assessment activities

How will my Feedback be Delivered?

Not yet recorded.

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