module specification

In the current business environment, it is imperative that marketers keep pace with the dramatic and far-reaching changes fuelling digital transformation. As a marketing & marketing communications student it is important that you appreciate and develop skills and knowledge in the ever-evolving, dynamic digital marketing landscape. This module introduces you to the digital marketing channels and their applications. It presents theoretical frameworks and models, which are relevant to digital marketing practice. The module examines the development of supporting technologies for digital marketing and examines digital channels and their suitability for inclusion for effective integrated online and offline marketing programmes and campaigns. Digital marketing techniques will be explored and applied such as Search engine optimisation (SEO), Search Engine Marketing (SEM) Key words, Email, social media, Paid search, Affiliate marketing, Content marketing including Marketing Technology, or MarTech and the impact of AI which are essential in facilitating and execution of marketing activities for customer acquisition retention and engagement.
The module identifies the importance of effective digital monitoring and measurement techniques that enable organisations to improve digital marketing effectiveness performance and planning.

The module aims
• You will develop an understanding and knowledge of the current issues in digital marketing.
• You will gain an understanding & application of the nature of digital marketing concepts and techniques.
• You will develop analytical, problems solving & evaluative skills necessary in digital marketing for improving an organization marketing effectiveness and planning.

The module builds on the acquisition of the following Skills
• Application of Knowledge and presenting Data
• Analysing data & problem solving
• Digital literacy and IT skills

MC4060 Practice in Marketing or MC4061 Principles of Marketing
Available for Study Abroad YES.

LO1:
• Analysing the digital macro and microenvironment. -including Legislation, regulation and codes of practice related to digital marketing and ethical & responsible consideration in digital marketing.
• The digital environment – Digital transformation, programmatic marketing, Artificial intelligence, Martech, virtual augmented reality. The internet of things. Platforms- Mobile apps.
• The benefits of internet marketing, using 5 S frameworks.  The 10cs of internet marketing, marketing models of the digital world B2B, B2C G2C etc.

LO2:
Factors influencing online customer - Motives for going online - Chaffey 6 Cs framework. Expectations & concerns re security & privacy online buying,
Customer journey experiences & touch points Developing personas, researching and understanding the consumers & B2B online behaviour.
• Social media & Influence on consumer – Blogging, vologing, social sharing, user generated content.

LO3
- Digital metrics & software – Understanding & using data for evaluating performance & digital marketing plan creation 

The module will be delivered over a 12 week period and consist of 2 hour lecture and 1 hour seminar each week.  The seminars will consist of a focus on key issues, concepts of digital marketing and their application to real life digital marketing situations. This will assist on building knowledge on the key topic areas in Digital Marketing. A blended learning approach will be applied for seminars activities and students through web learn will be given material in advance to prepare for seminars. Students are expected to prepare material. Additionally the seminars will serve to anchor knowledge through small group discussions, problem solving analysis and digital skill activities and interchange of questions answers and debate. The aim will be to on enabling students to apply knowledge into real life scenarios to prepare them for the individual assessments. A formative assessment will be set in week 6 to enable students to collate and analyse material for digital marketing audit Formative feedback will be given in workshops based on student’s ability to work through the given material. This has been designed to assist and build on digital skills and analysis. A number of seminars will require prepared computer-based activities. This is to assist in applied understanding of technological skills required for digital marketing to bridge the gap between web developers and marketers.

The use of WeLearn facilities is central to the delivery of module handbook, case studies, external web links and student feedback. Students will also be encouraged to use web learn blogs to share their views of contemporary digital marketing issues.  As part of their personal development, students will be encouraged to consider the development of digital skills.

On completion of this module the students will be able to:
1. Assess & analyse the online external environment and the impact influence of the dynamic digital environment on marketing activity LO1

2. To understand online buyer behaviour & customer journey mapping LO2

3. Conduct, engage & evaluate digital metrics to facilitate the creation of digital planning LO3

Library Reading List Links
https://rl.talis.com/3/londonmet/lists/755E0BB4-45A5-9207-69C2-01C7E0A3A231.html

Core
Smith, P. Chaffey D. (2023) Digital Marketing Excellence Planning, optimising and Integrating Online Marketing 6th Edition Rutledge
https://www.routledge.com/Digital-Marketing-Excellence-Planning-Optimizing-and-Integrating-Online-Marketing/Chaffey-Smith/p/book/9780367444754?srsltid=AfmBOoq2kjVr3q7tq9LShImLeVsLTEj1USkn5WpckWUiP1XMFfBDXFBK

Hanlon A .(2025) Digital Marketing: Strategy, Planning & Disruption Sage publications
https://uk.sagepub.com/en-gb/eur/digital-marketing/book287854

Helpful Supporting source
Chaffey D.  Ellis-Chadwick F, Majd Abed-Rabbo M. (2025) Digital Marketing 9th Edition Pearsons
https://www.pearson.com/en-gb/subject-catalog/p/digital-marketing/P200000012456/9781292470061

Journals
Journal of Interactive Marketing
Journal of Interactive Advertising
Journal of Internet commerce
Computers in Human Behaviour
Journal of Internet Business
Websites:
emarketer - http://www.emarketer.com/
Smartinsights - http://www.smartinsights.com/
Clickz -http://www.clickz.com
Social media today http://www.socialmediatoday.com/
Search engine land  http://searchengineland.com/
Internet retailing http://internetretailing.net/
Ecommerce times  http://www.ecommercetimes.com/
Mobile commerce http://www.mobilecommerce.co.uk/
Marketing Sherpa:  www.marketingsherpa.com
The social media monthly  http://thesocialmediamonthly.com/
Digital Marketing Magazine http://digitalmarketingmagazine.co.uk/
Social Media examiner http://www.socialmediaexaminer.com/
Similar web https://www.similarweb.com/
Semrush https://www.semrush.com/
Googletrends https://trends.google.com/trends/
The Internet Advertising Bureau (IAB) UK https://www.iabuk.com/
Social Media Sources
Facebook
Snapchat
X Formally Twitter
Instagram
Pinterest