module specification

This module introduces you to the core principles and practices of digital marketing in both local and international contexts. You will explore how digital technologies shape marketing at operational, tactical, and strategic levels, with a focus on areas such as brand management, social media, content strategy, and digital analytics.

You will examine how digital trends influence consumer behaviour, marketing communication, and the role of the marketing professional within the global economy. Through practical tasks and critical reflection, you will develop the skills needed to respond strategically to dynamic market environments and to understand the impact of digital forces on branding and organisational performance.

Throughout the module, you will also strengthen key transferable skills including critical thinking, teamwork, negotiation, and self-management. By the end, you will be able to apply strategic and analytical approaches to solve digital marketing challenges with confidence and creativity.

• Introduction to Digital Marketing and online marketplace analysis
• Digital marketing strategy
• Digital Models
• Digital Customer – customer motivation, expectations and engagement
• Designing digital experiences and delivering the digital customer experience
• Content marketing, social media marketing and Search engine optimisation
• Evaluation and improvement of digital channel performance
• Digital marketing plan
• Post covid digital marketing
• AI in digital marketing

Weekly interactive lectures, seminars and discussions will cover the different themes outlined in the syllabus and also develop the various learning skills through practical exercises performed individually, in pairs and in groups. The teaching/facilitating process will focus on enhancing and boosting students’ confidence and commitment in their learning experience and collaborative work.

Regular sessions will also be scheduled to improve such skills as note-taking, information seeking, critical reading and academic writing among others. Lecturers’ teaching materials will be made accessible to students on WebLearn and activity sheets will be provided to them during seminar sessions for problem-solving activities.

Learning Objectives:

LO1 Understand current literature, research, concepts, theories and techniques specific to the subject area of Digital Marketing.

LO2 Demonstrate understanding of contemporary issues within the specialist subject area of Digital Marketing.

LO3 Understand basic digital marketing strategies and demonstrate understanding on planning a digital marketing pitch

https://rl.talis.com/3/londonmet/lists/370F813E-09E2-984F-F8DF-B4840DE80B0F.html

Core book:

• Chaffey, D., & Smith, P. (2022). Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing (6th ed.). Routledge. https://doi.org/10.4324/9781003009498

• Chaffey D.& Ellis-Chadwick F. (2022). Digital marketing. Harlow: Pearson.

Addition reading:
• Kingsnorth, S., 2022. Digital marketing strategy: an integrated approach to online marketing. 3rd ed. London: Kogan Page.

•  Kotler, P., Kartajaya, H. and Setiawan, I., 2021. Marketing 5.0: technology for humanity. Hoboken, NJ: Wiley.
Journal:
• Journal of Interactive Marketing
• Journal of Marketing
• Journal of Digital & Social Media Marketing
• International Journal of Advertising
• Internet Research
• Journal of Consumer Behaviour
Online Learning Platforms (Web Sources)
•  Google Digital Garage, n.d. Fundamentals of digital marketing. [online] Available at: https://learndigital.withgoogle.com/digitalgarage [Accessed 9 Apr. 2025].

• HubSpot Academy, n.d. Free online courses. [online] Available at: https://academy.hubspot.com [Accessed 9 Apr. 2025]