module specification

MC5055 - Digital Marketing (2017/18)

Module specification Module approved to run in 2017/18
Module title Digital Marketing
Module level Intermediate (05)
Credit rating for module 15
School Guildhall School of Business and Law
Total study hours 150
50 hours Scheduled learning & teaching activities
100 hours Guided independent study
Assessment components
Type Weighting Qualifying mark Description
Group Presentation 30%   Group presentation in seminars
Coursework 70%   Individual project
Running in 2017/18
Period Campus Day Time Module Leader
Autumn semester City Monday Afternoon

Module summary

In the current global climate it is imperative that marketers keep pace with the dramatic and far-reaching changes of the digital age. This module introduces students to the fast-moving world of digital marketing technologies and their applications.  It presents theoretical frameworks and models which are relevant to digital marketing practice. It examines the development of supporting technologies for digital marketing and examines digital channels and their suitability for inclusion for effective integrated online and off line marketing programmes and campaigns. Search Engine Optimization (SEO), customer acquisition and retention, display advertising, advergaming, mobile marketing, email marketing, viral marketing, online PR, affiliate marketing, social media, video and etailing, are all explored in detail. It introduces students to digital marketing metrics and related legislation, regulation and codes of practice related to digital marketing. LMBS PRME objective ethics and entrepreneurshipwill be addressed in this module.

Module aims

This module has been designed to build on level 4 marketing knowledge
The module will deal with a range of theoretical , practical techniques and digital marketing tools
The module aims to -
• Develop students' understanding and knowledge of the issues in digital marketing.
• Provide  and develop students the technical skills and knowledge in  applying  the key technologies, tools and techniques for digital marketing, thus enhancing technical employability skills
• Provide students an understanding of the nature of digital marketing concepts and techniques, and the role of digital marketing in improving an organizations marketing effectiveness.

The module also aims to assist students in the acquisition of the following skills:
1. Digital literacy and IT skills
2. Researching & analysing
3. Inter-personal/Inter-cultural communication and oral presentation
4. Application of knowledge and presenting data


• The principles and drivers of digital marketing - The relationship between digital and traditional marketing concepts. 
• The benefits of internet marketing, using 5 S frameworks.  The 10cs of internet marketing, marketing models of the digital world B2B, B2C G2C etc
• Analysing the digital macro and micro environment.
• The internet and the marketing mix- Examining and applying the marketing mix in an online context and evaluating the options available to use digital channels to vary and integrate  the marketing mix
• The role of digital tools in multichannel marketing and integrated marking campaigns- 
• The Introduction and application of digital marketing tools – Hard ware & soft ware - Mobile, display advertising, advergaming, email marketing, viral marketing, online PR, affiliate marketing and social media, user generated content and their use in effective integrated online and off line marketing programmes and campaigns.
• Researching and understanding the consumers on line behaviour with the use of digital metrics. Search engine Marketing and optimizing digital marketing channels.
• Developing approaches for measuring and improving web marketing performance onsite acquisition, conversion and retention.
• Effective web site design for delivering  the on line consumer experience and engagement –planning web site, researching users requirements, designing the users experience, testing content & service quality.
• Legislation, regulation and codes of practice related to digital marketing and ethical consideration in digital marketing.

Learning and teaching

The module will be taught over a 15 week period and consist of 1.5 hour lectures and 1.5 hour seminars each week.  Lectures will focus on key issues, concepts of digital marketing and their application to real life digital marketing situations. At least 4 seminars will require computer based work. Seminar serves to anchor knowledge imparted in the lectures and provides a forum for:-

• A better understanding of lectures through students lead oral presentations, small group discussions,   case study/ journal article/problem solving analysis and interchange of questions and answers.
• Applied understanding of  technological skills required for digital marketing in order to assist in  employability skills for future careers in marketing (computer seminars)
During lectures and seminars students will be given cases and will be required to think critically and decide what are the key issues pertaining to the case and how they can best be addressed. Formative feedback will be given in seminars based on student’s ability to work through case material.
Where possible guest lecturers from digital marketing companies shall be incorporated in the teaching.
Students in teams will prepare all assignments well in advance of the date on which materials will be covered.
The use of WebLearn facilities is central to the delivery of module handbook, case studies, journal articles, external web links and student feedback. Students will also be encouraged to use blogs RSS feeds and social networking sites such as face book to share their views of contemporary digital marketing issues. 
Activity week 20 will be devoted to extra-curricular activities involving guest speakers from internet marketing and also career development personnel to provide students with career development support. As part of their personal development students will be encouraged to consider the development of digital skills and be able to produce a portfolio of examples  for future employers to consider.

Learning outcomes

On successful completion of this module, students should be able to:
1. Explain and assess the principles and roles of digital marketing programmes, how they are applied with links to the different techniques used, and integrated into off line marketing programmes and campaigns. E.g. mobile
2. Develop a conceptual and analytical approach in assessing the relevance and risks of implementing digital marketing programmes to an organization and its markets
3. Demonstrate an awareness of  the impact of legislation, regulations and ethical codes of practice on digital marketing programmes and campaigns
4. Identify the key players in the digital marketing industries and their importance in career development & entrepreneurship

Assessment strategy

The assessment has been designed to test achievement of the module’s learning outcomes requires students to think critically and apply the knowledge gained during the module. Accordingly, the module is assessed by two components: a group presentation weighing 30% and individual coursework weighing 70%.
Group written report and presentation
• Students will be required to work in groups of 3 for oral presentation. Each group should address a specific aspect of digital marketing in a given sector.  This will relate to the previous 2 weeks lecture material. Therefore this will run as rolling presentations from week 18 – 26.  The aim is for the presentations to be a student’s lead activity to allow groups of students to investigate specific aspects of digital marketing in more detail and share their knowledge with colleagues. This has been designed to be a learning tool for both the presenters and the audience. They will be expected to consider wider implications of the digital marketing activity e.g.Legislation, regulation and codes of practice.  Word count 3,000 words
• Each presentation will be marked out of 30%. Each presentation will last 20 minutes

Individual coursework
This project provides students with experience in identifying, analysing and evaluating digital marketing campaigns and programmes within market sectors.  Students will be required to choose a specific market sectorand produce a report on the digital marketing activates of a key organisation operating in the given sector.

- provide  an analysis of digital programmes used
- Evaluate the effectiveness of digital marketing to target segment e.g. how web site used, landing pages etc
- determine  and make appropriate recommendations and rationales for other suitable digital marketing tools to be used in the given organisation
The report will be marked out of 70% and will have a word count of 3,000 words

- Further details on assessments will be included on Module handbook

Assessment strategy Learning Outcomes Skill Development
Group presentation 1, 2,3,4, Digital literacy and IT skills, Researching & analysing, Inter-personal/Inter-cultural communication and oral presentation, Application of knowledge and presenting data
Individual project 1,2,3,4, Digital literacy and IT skills, Researching & analysing, Application of knowledge and presenting data



Core books
Smith, P. Chaffey D. (2008 ) Marketing Excellence 3rd Edition Butterworth-Heinemann
Straus, J.  Frost, R. (2011) E- marketing 6th Edition Persons Education
Chaffey, D. Ellis-Chadwick, F.  Johnston, K. Mayer, R. (2008) Internet Marketing 4th  edition revised Pearson Education Limited Financial Times Prentice Hall  
Gay, R. Charlesworth, A. Esen, R. (2007) On line Marketing a customer led approach Oxford University Press
Tapp, A.(2008) Principles of Direct and Database Marketing 4th Edition   Pearson Education Limited Financial Times Prentice Hall
Shish, C. (2011) Facebook Era, The: Tapping Online Social Networks to Market, Sell and Innovate, 2nd edition, Pearson Education Ltd
Weber, L .(2009)  Marketing to the Social Web  2nd Edition John Wiley and Sons Ltd
Miller, M. (2011) The Ultimate Web Marketing Guide,
Morgan, M. and Hunt, B. (2008) Search Engine Marketing, Inc.: Driving Search Traffic to Your Company's Web Site, 2nd edition, Prentice Hall
John, Ryan, D. Jones C. (2009)Understanding digital marketing strategies for engaging the digital generation Kogan Page
Parkin, G. (2010) Strategies for Online Success New Holland
Thomas, B. Housden ,M. (2010) Direct and Digital Marketing in Practice A& C Black
Varnali, K. Toker ,A. Yilmax, C. (2011) Mobile Marketing McGraw-Hill Education - Europe
Onkin, S.Caleb Whitmore S., Null  L, Justin Cutroni J. (2010) Performance Marketing with Google Analytics: Strategies and Techniques for Maximizing Online ROI  John Wiley and Sons, 
Newland ,M.(2011) Online Marketing A Users Manual John Wiley and Sons Ltd
Spiller, L. Baier M ( 2009) Contemporary Direct and Interactive Marketing  International ed of 2nd revised ed 
Chaffey D. (2007)Total E-mail Marketing: Maximizing Your Results from Integrated E-marketing (EMarketing Essentials) 2nd Edition Butterworth-Heinemann 
Leading portals covering digital marketing developments
emarketer -
Smartinsights -
Clickz -
imediaconnection -
Interactive Advertising Bureau -   
Direct Marketing Association
Interactive Media in Retail Group-

Academic Journals
Journal of Interactive Marketing
Journal of Interactive Advertising
International Journal of Mobile Marketing
Journal of Direct, Data and Digital Marketing Practice
International Journal of Electronic Commerce
Journal of Mobile Communications
The journal of database marketing and customer strategy management
Journal of targeting, measurement and analysis for marketing
Mintel, Euromonitor-GMID, Key Note
National/ International Newspapers, Periodicals, Print trade publication
New media Age,  Revolution Magazine, Precision marketing, Campaign, Mobile Marketing ,The Marketer, Marketing Week, Marketing, Ad week, Brand republic, Media week,  PR week ,Financial Times