module specification

MC7080 - Digital Marketing and Social media (2020/21)

Module specification Module approved to run in 2020/21
Module title Digital Marketing and Social media
Module level Masters (07)
Credit rating for module 20
School Guildhall School of Business and Law
Total study hours 200
45 hours Scheduled learning & teaching activities
155 hours Guided independent study
Assessment components
Type Weighting Qualifying mark Description
Coursework 30%   Group Presentation including supporting material
Coursework 70%   Individual written report & reflective document
Running in 2020/21
Period Campus Day Time Module Leader
Spring semester North Wednesday Afternoon

Module summary

Marketing operates in an evolving and dynamic digital landscape. Effective marketers need to develop the skills and awareness of the challenges and opportunities within the ever changing digital ecosystem. Digital and social media marketing provides students with a Masters-level introduction to the development, theory and practice of digital and social media marketing to support marketing activities. The module presents theoretical frameworks and models which are relevant to digital and social media marketing practice. It examines the development and planning of supporting technologies for digital marketing and examines digital channels and their suitability for inclusion for effective integrated marketing programmes and campaigns.

Module aims

The  aims to:
• Enable students  gain a comprehensive understanding of digital and social media  marketing techniques applicable to marketing theory and practice, research and advanced scholarship

• Provide students with an understanding and the development of critical awareness of current theoretical research in digital and social media for the evaluation and effectiveness of different tools and technologies in digital and social media marketing

• Enhance students cognitive/intellectual, transferable digital  practical skills and applied decision-making skills needed successful career in digital and social media  marketing

• Create originality in the application of digital and social media  knowledge, together with a practical understanding of how established techniques of research and enquiry are used to create and interpret  digital and social media marketing knowledge in a rapidly changing marketing environment  


• The principles and drivers of digital& social 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.
•  Analyses of the disruptive digital environment and emerging themes- macro and micro environment.
• Digital Models – Revenue, Intermediary, Attribution Communication models , social media models
• 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 cross-, multi- and omni-channel marketing and integrated marking campaigns
• The Introduction and application of digital marketing tools – Hard ware & software - Mobile, Apps email marketing, viral marketing, online PR, affiliate marketing and social media  display advertising, advergaming, Content marketing, user generated content and their use in effective integrated online and off line marketing programmes and campaigns
• Social media – Developing & nurturing communities, social listening, reputation management, content and engagement. Bench marking/measurements and social media optimisation
• Researching and understanding the consumers on line behaviour with the use of digital metrics. Developing approaches for measuring and improving web marketing & social media performance onsite acquisition, conversion retention and engagement
•  Consumer Engagement & experience -Effective web site design social media content for delivering  the on line consumer experience and engagement –planning web site, researching users requirements, designing the users experience, testing content & service quality
• eCRMand social CRM
• Apply key principles digital & social media marketing planning  &  digital metrics 
• Legislation, regulation and codes of practice related to digital marketing and ethical consideration in digital& social media marketing.

Learning and teaching

The teaching and learning strategy for the module calls for students to actively engage with digital media tools and applications as part of the learning process and the assessment work.
The module adopts a blended learning approach though web lean material and student lead discussions. Students will be actively encouraged to reflect on own personal development of knowledge and skills gained through the delivery of the module. The module will be taught over a 15 week period and consist of workshops split between taught elements which will focus on key issues, concepts of digital and social media marketing and students lead critical discussion on the application to real life digital and social media marketing situations and underlying theoretical concepts. At least 4 sessions will require computer based work. These session will serve to anchor knowledge and practical skills.

Learning outcomes

1. Demonstrate a critical understanding of the technical and commercial factors which have driven the widespread adoption of digital & social marketing and demonstrate a scholarly approach to digital marketing, writing and problem solving

2. Demonstrate a systematic understanding of role of digital andsocialmedia marketing as a component of marketing and wider organisational capability

3. Demonstrate conceptual understanding to distinguish between the varied elements and technology platforms in digital and social media marketing and apply this knowledge in an original way in order to design coherent and integrated digital campaigns

4. Critically reflect on effective digital marketing practice using appropriate theory and models from literature and industry practice

5. Deal with the complexity of digital and social media marketing practice and consider the ethical issues involved in the design and implementation of digital& social media marketing campaigns

Assessment strategy

Group Project  (30%)- Due on Week 9
The group project requires students to work in small groups to analyse the digital and social media marketing presence of a selected organisation. The project requires the group to present a 20 minute analysis of the strengths and weaknesses of all the different online tools and services, the costs and potential benefits of engaging with them.  The task also calls for the group to identify examples of good practice  and (beyond their selected organisation) and to consider how they might adopt that approach

This exercise requires the submission of a PowerPoint document in paper format and for students to attend class to present the material in week 9.

Individual Assessment(70%)– Due on Week 13
The individual assessment involves a digital & social media marketing project 3, 000 word count along with a 1000 word critical reflection on their experience of the issues raised in the module. The assessment requires students to reflect on what they have learned from their own experiments and explorations in social media and digital marketing.

The individual report also requires students to relate their own insights to cases and theoretical ideas explored in the module.

The assessment strategy is designed to complement the learning teaching strategy and encourage a synthesis between theories and models from the module, case study material and students’ personal exploration of digital marketing tools. Both components call for students to make links between theories relating to digital marketing, the way it is applied in marketing and their own experience of social media and digital marketing tools.


Core books
Smith, P. Chaffey D. (2017) E Marketing Excellence Planning & optimising and Integrating online marketing 5th Edition. Rutledge

Chaffey, D. Ellis-Chadwick. (2015)  Digital Marketing strategy,Implementation & Practice 6th edition. Pearson Education
Kingsnorth S. (2016) Digital Marketing Strategy: An Integrated Approach to Online Marketing. Kogan Page
Charlesworth A (2015) An introduction to social media marketing  Routledge

Additional Helpful  Reading
Kaufman I. Horton C. (2014) Digital Marketing: Integrating Strategy and Tactics with Values, A Guidebook for Executives, Managers, and Students.Routledge
Herman C. Burbary (2013) Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World  Que Publishing
Dodson I  (2016 ) The Art of Digital Marketing: The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns

Claudiu V. Dimofte C.  Haugtvedt C. ,Yalch R .  (2016 ) Consumer psychology In a social  media world Routledge

Rowles D. (2017) Mobile Marketing  2nd edition Kogan page
Ryan D. (2015) Understanding Social Media: How to Create a Plan for Your Business that Works Kogan page
Blunt C. Hill- Wilson M.  (2013) Delivering Effective Social Customer Service. Wiley

Academic Journals
Journal of Interactive Marketing
Journal of Interactive Advertising
Computers in human behaviour
Journal of Direct Marketing
International Journal of Mobile Marketing

New Media & society

Journal of Direct, Data and Digital Marketing Practice
International Journal of Electronic Commerce
International journal of Electronic Business management
The Journal of Mobile user experience
Journal of New Communications Research
The journal of database marketing and customer strategy management
International journal of digital multimedia broadcasting
Journal of targeting, measurement and analysis for marketing

Mintel, Euromonitor-GMID, Key Note

Leading portals covering digital & social media marketing developments
emarketer -
Smartinsights -
Clickz -
Interactive Advertising Bureau
The internet Advertising  Bureau
Marketing Sherpa:
Direct Marketing Association
Interactive Media in Retail Group-
Retail digital
e commerce times
e commerce week
The social media monthly
Digital Marketing Magazine
Social Media examiner
Mobile commerce daily. com
The drum