module specification

MC7080 - Digital Marketing and Social media (2024/25)

Module specification Module approved to run in 2024/25
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
36 hours Scheduled learning & teaching activities
124 hours Guided independent study
40 hours Assessment Preparation / Delivery
Assessment components
Type Weighting Qualifying mark Description
Group Presentation 30%   Group presentation 20 minutes with supporting presentation notes .
Coursework 70%   Individual Report 1,500 words excl. references and appendices)
Running in 2024/25

(Please note that module timeslots are subject to change)
Period Campus Day Time Module Leader
Spring semester North Monday Afternoon
Spring semester North Wednesday Morning
Spring semester North Wednesday Afternoon
Spring semester North Thursday Morning
Spring semester North Friday Morning
Summer studies North Thursday Morning
Summer studies North Thursday Afternoon

Module summary

This module will equip you with Masters-level skills and awareness of the challenges and opportunities within the everchanging digital ecosystem. You will be able to critically explore the theoretical frameworks and models which are relevant to digital and social media marketing practice. You will look at the development and planning of supporting technologies for digital marketing and examine digital channels and their suitability for inclusion for effective integrated marketing programmes and campaigns.

The module aims to:

- enable you gain a comprehensive understanding of digital and social media marketing techniques applicable to marketing theory and practice, research and advanced scholarship.

- provide you 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 your cognitive/intellectual, transferable digital practical skills and applied decision-making skills needed successful career in digital and social media marketing.

Module aims




• Introduction to theoretical framework of digital marketing
• Digital marketing strategy and planning SOSTAC model
• The principles and drivers of digital & social marketing - The relationship between digital and traditional marketing concepts. 
• The benefits of internet marketing, using 5S 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 microenvironment.
• Digital Models – Revenue, Intermediary, Attribution Communication models, social media models.
•  Researching and understanding the consumers online behaviour with the use of digital metrics.
• Buyer persona, mapping customer journey and experience across digital & social media platforms.
• 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 – Hardware & 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.
• Developing approaches for measuring and improving web marketing & social media performance onsite acquisition, conversion retention and engagement.
• Traffic building through SEO, PPC & display advertising. e-PR, Online partnerships including affiliate marketing, opt-in email and viral marketing.
• Consumer Engagement & experience -Effective web site design social media content for delivering the online consumer experience and engagement –planning web site, researching users’ requirements, designing the users experience, testing content & service quality.
• eCRM and social CRM
• Managing digital marketing- Setting control system and monitoring site performance systems. Apply key principles digital & social media marketing planning & digital metrics, KPIs and contingency plans.
• Legislation, regulation and codes of practice related to digital marketing and ethical consideration in digital l& social media marketing

Balance of independent study and scheduled teaching activity

The module will be taught over a 12-week period and consist of  3 hour work shop (1-hr lecture on key issues, concepts of digital and social media marketing.  And 2-hour interactive learning sessions .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. students lead critical discussion on the application to real life digital and social media marketing situations and underlying theoretical concepts. The module adopts a blended learning approach through Weblearn material. Students will be actively encouraged to reflect on own personal development of knowledge and skills gained through the delivery of the module. At least 4 sessions will require computer-based work. These sessions will serve to anchor knowledge and practical skills

Learning outcomes

On completion the module, you will be able to:

1. Critically, assess examine and evaluate digital marketing practice using appropriate theory and models from literature and industry practice.

2. Demonstrate a critical & conceptual understanding of the technical and commercial factors which have driven the widespread adoption of digital & social marketing and demonstrate a scholarly approach in assessing and analysing digital marketing and social media platforms.

3. Demonstrate a systematic and conceptual understanding of digital and social media marketing as a component of marketing and wider organisational capability and apply this knowledge in an original way in order to design coherent and integrated digital marketing programmes &  campaigns.


Chaffey, D. and Ellis-Chadwick, F. (2022. Digital Marketing strategy, Implementation &
Practice 8th edition. Pearson Education.
Chaffey, D. and Smith, PR. (2022). E Marketing Excellence Planning & optimising and integrating online marketing 5th Edition. Routledge.
Heinze A. Fletcher G. Rashod T. Cruz A. (2022) Digital & Social Media Marketing  A results -Driven approach  2nd Edition Routledge
Tuten, T.L. (2020). Social media marketing, 4th Edition, Sage Publications Ltd
Dahl S. (2021) Social Media Marketing Theories and Applications Third Edition Sage publications 

Supplementary Reading:
Charlesworth A. (2018) Digital Marketing A practical approach 3rd Edition Routledge
Charlesworth A. (2015) An introduction to social media marketing Routledge.
Dodson, I.  (2016) The Art of Digital Marketing: The Definitive Guide to Creating
  Strategic, Targeted, and Measurable Online Campaigns.
Heinze A. Fletcher G. Rashid T. & Cruz A. (2017) Digital & Social media marketing Routledge
Kingsnorth S. (2016) Digital Marketing Strategy: An Integrated Approach to Online
Marketing. Kogan Page.
Peppers D. Rogers M. (2017) Managing Customer Experience and Relationships 3rd Ed (e-book) New jersey
Rowles D. (2017) Mobile Marketing 2nd edition Kogan Page.
Sponder M and Khan G. F (2018) Digital Analytics for Marketing Routledge
Waltkinson M. (2013) The ten principles Behind Great customer reexperiences Hallow Pearson

Journal of Interactive Marketing
Journal of Interactive Advertising
Journal of Internet commerce
Computers in Human Behaviour
Journal of Internet Business
The Journal of Database Marketing and Customer Strategy Management
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
International Journal of Electronic Commerce Studies (open access)
International Journal of Mobile marketing
The Journal of Mobile User Experience
Journal of Targeting, Measurement and Analysis for Marketing

emarketer -
Smartinsights -
Clickz -
Social  media today
Search engine land
Internet retailing
Ecommerce times
Mobile commerce
Retail Technology
Marketing Sherpa:
The social media monthly
Digital Marketing Magazine
Social Media examiner
Mobile commerce daily. com
The drum
Similar web
Google trends
The Internet Advertising Bureau (IAB) UK

Social Media Sources