MKT30120 Digital Marketing

Academic Year 2022/2023

This module provides a comprehensive overview of the fundamentals of digital marketing. The focus of the course examines how businesses can use the Internet and other digital media technologies to support their marketing goals. The module introduces participants to digital marketing principles, strategy development and digital marketing implementation and practice including social media marketing techniques.

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Curricular information is subject to change

Learning Outcomes:

On completion of this module students should be able to:
- Understand the psychology of online consumers.
- Understand the impact of digital on traditional marketing strategy.
- Evaluate and apply theoretical concepts and frameworks to practical online marketing activities.
- Successfully measure the impact of digital marketing efforts.

Student Effort Hours: 
Student Effort Type Hours
Specified Learning Activities


Autonomous Student Learning






Approaches to Teaching and Learning:
Lecturers, discussions and in-class exercises. Students will actively create content, manage a digital presence and measure the effect of their digital marketing effort. 
Requirements, Exclusions and Recommendations

Not applicable to this module.

Module Requisites and Incompatibles
SMGT20220 - Digital Sports Marketing

Assessment Strategy  
Description Timing Open Book Exam Component Scale Must Pass Component % of Final Grade
Group Project: Group project Throughout the Trimester n/a Graded No


Assignment: Digital certification Throughout the Trimester n/a Pass/Fail Grade Scale No


Essay: Term paper Coursework (End of Trimester) n/a Graded No


Carry forward of passed components
Resit In Terminal Exam
Autumn No
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

How will my Feedback be Delivered?

Not yet recorded.

Timetabling information is displayed only for guidance purposes, relates to the current Academic Year only and is subject to change.
Lecture Offering 1 Week(s) - 20, 21, 22, 23, 24, 25, 26, 29, 30, 31, 32, 33 Tues 09:00 - 10:50
Lecture Offering 2 Week(s) - 20, 21, 22, 23, 24, 25, 26, 29, 30, 31, 32, 33 Tues 13:00 - 14:50