module specification

MC5055 - Digital Marketing (2020/21)

Module specification Module approved to run in 2020/21
Module title Digital Marketing
Module level Intermediate (05)
Credit rating for module 15
School Guildhall School of Business and Law
Total study hours 150
39 hours Scheduled learning & teaching activities
102 hours Guided independent study
9 hours Assessment Preparation / Delivery
Assessment components
Type Weighting Qualifying mark Description
Group Presentation 30%   Group oral presentation 30 minutes
Coursework 70%   Individual report word count 2,500 words
Running in 2020/21
Period Campus Day Time Module Leader
Autumn semester North Monday Afternoon

Module summary

In the current business environment it is imperative that marketers keep pace with the dramatic and far-reaching changes fuelling digital transformation. 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, mobile marketing, email marketing, viral marketing, online PR, affiliate marketing, social media, video and multichannel marketing are all explored in detail. It introduces students to digital marketing metrics and related legislation, regulation and codes of practice related to digital marketing.
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 builds on the acquisition of the  following Skills
• Analysing data & problem solving
• Application of Knowledge and Presenting Data
• Digital literacy and IT skills


• The principles and drivers of digital marketing - The relationship between digital and traditional marketing concepts.
• Analysing the digital macro and micro environment.-including Legislation, regulation and codes of practice related to digital marketing and ethical consideration in digital marketing.
• The digital environment – Digital transformation, programmatic marketing, Artificial intelligence, 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.
• Factors influencing on line consumer- Motives for going on line Chafferys 6 C framework. Expectations & concerns re security & privacy on line buying Chaffey & Smiths on line buying process. Understanding touch points .The digital sales funnel. Developing personas .Researching and understanding the consumers on line behaviour
• Social Media & Influence on consumer – Blogging , social sharing, social media  Digital tribes customer service ECRM

Operational Digital Marketing
• E- Commerce – Multichannel retailing , fulfilment , Comparison shopping engines e-market places  third party shopping
• Traffic generation techniques Search engine optimisation(SEO)- Key words, paid search  Affiliates(PPC)
• Web site development – web ownership, usability, content development. The global web presence. LO1

• 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. 
Marketing communication - Platforms & tools – On line video, Embedded video  Blogs , podcast, wikkis, widgets NFC Mobile Digital communication – Apps  location based SMA QR codes  mobile banner ads
• Advertising – Ad formats  , search advertising, Network advertising ,landing pages Email Marketing & news letters
• Digital Content –
Digital content Differences between traditional and digital.  The marketer the publisher, Digital value and interest. Hofacker 5 stage framework
Steps in producing content – Customer needs entertainment or information Develop or curate. Linking content to purchasing
Types of content – Stock and Flow content, Formats Bosonworths Framework- Inspire/Entertain/Educate formats /convince
Consumer generated content. Consumers as part of the brand story  . Content sharing. Discussion forums

SOSTAC planning model
• The Developing approaches for measuring and improving web marketing performance onsite acquisition, conversion and retention
• Metrics & analysis LO2

Balance of independent study and scheduled teaching activity

The module will be taught over a 15 week period and consist of 1 hour lectures and 2 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 5 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 bridge the gap between web developers and marketers.
During lectures and seminars students will be given cases digital topics 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 the material. Where possible guest lecturers from digital marketing companies will be 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 web learn blogs to share their views of contemporary digital marketing issues.  There may be 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

Learning outcomes

On completion of this unit the students will be able to:

1.  Explain and assess the impact and influence of the dynamic digital environment on marketing activity and consumers
2. Develop a conceptual and analytical approach in the planning of digital marketing programmes to an organization and its markets.

Assessment strategy


The assessment has been designed to test achievement of the module’s learning outcomes requires students to 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 presentation
Students will be required to work in groups of 3 for oral presentation. Each group should address a specific current aspect of digital marketing in a given sector.  This will relate to the previous weeks lecture material. Therefore this will run as rolling presentations from week 5-14.  The aim is for the presentations to be a student’s led activity to allow groups of students to investigate specific aspects of digital marketing and to critically analyse in more detail and share their analysis knowledge with colleagues. This has been designed to be a learning tool for both the presenters and the audience. Therefore the presentation has been designed to encouraged debate and participation by audience. They will be expected to consider wider implications of the digital marketing activity from both an organisational and consumer perspective Each presentation will be marked out of 30%. Each presentation will last 30 minutes
Individual coursework
This report provides students with experience in identifying, analysing and evaluating digital marketing campaigns and programmes within a market sectors.  Students will then  be required to choose a specific market sector and produce a  digital plan

The report will be marked out of 70% and will have a word count of 2,500 words


Core book
Smith, P. Chaffey D. (2017) Digital Marketing Excellence Planning, optimising and Integrating Online Marketing 5th Edition Rutledge
Kingsnorth S. (2016) Digital Marketing Strategy : An Integrated Approach to Online Marketing

Additional Helpful reading
Charlesworth A. (2018) Digital Marketing A practical approach 3rd Edition Routledge
Kaufman I . Horton C. (2015) Digital Marketing Integrating strategy and tactics with values Routledge
Dhal S.(2015) Social Media Marketing Sage publications
Charlesworth A. (2015) An introduction to social media marketing  Routledge
Straus, J.  Frost, R. (2016) E-marketing: International Student 7 Edition Persons Education
Charlesworth A. (2014) Digital  Marketing a practical Taylor & Francis Ltd
Thomas, B. Housden  M .(2017) Direct and Digital Marketing in Practice Bloomsbury Business
Rowles D. (2017) Mobile Marketing  2nd edition Kogan page

Academic Journals
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

Brand Republic , Retail Gazette , Internet retailing,  Retail Focus, Marketing Week, Marketing, Campaign
Web sources
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