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module specification

MC7080 - Digital Marketing and Social media (2022/23)

Module specification Module approved to run in 2022/23
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
Coursework 20%   Group Presentation -20 minutes and individual supporting reflection presentation handout and supporting notes
Coursework 80%   Individual report - 1500 word limit (excl. references and appendices)
Running in 2022/23

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

Prior learning requirements


Module aims




• Introduction to theoretical framework of digital marketing
• Digital marketing strategy and planning
• 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 and 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 – 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.
• 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 on line consumer experience and engagement –planning web site, researching users requirements, designing the users experience, testing content & service quality.
• eCRMand social CRM
• Setting systems & processes, guidelines, checklists mini action plans.
• 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& social media marketing.

Balance of independent study and scheduled teaching activity

The module will be taught over a 12-week period and consist of 2-hour interactive learning sessions and 1-hr lecture on key issues, concepts of digital and social media marketing.

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 examine digital marketing practice using appropriate theory and models from literature and industry practice.

2. 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 in assessing digital marketing and social media platforms.

3. Demonstrate a systematic understanding of role of digital and social media marketing as a component of marketing and wider organisational capability.

4. 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.

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

The module is assessed by two components:  Group presentation and supporting material (20%) as well as individual written report 80% (1500 words).

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 Texts:

- Chaffey, D. and Ellis-Chadwick, F. (2019). Digital Marketing strategy, Implementation &
   Practice 7th edition. Pearson Education.
- Chaffey, D. and Smith, PR. (2017). E Marketing Excellence Planning & optimising and
   Integrating online marketing 5th Edition. Routledge.
- Tuten, T.L. (2020). Social media marketing, 4th Edition, SAGE Publications Ltd.

Supplementary Reading:
- Bendoni, W. (2017) Social Media for Fashion Marketing: Storytelling in a Digital World,
  London : Bloomsbury Visual Arts (ebook).
- Claudiu, V., Dimofte, C., Haugtvedt, C., Yalch R. (2016) Consumer psychology In a
  social media world Routledge.
- 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. and Cruz, A. (2017) Digital and Social media
  Marketing, Routledge.
- Kingsnorth S. (2016) Digital Marketing Strategy: An Integrated Approach to Online
  Marketing. Kogan Page.
- Peppers, D. and Rogers, M., (2017) Managing Customer Experience and
  Relationships, 3rd ed. [e-book] New Jersey: Wiley.
- 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.
- Sponder, M. and Khan, G.F. (2018) Digital Analytics For Marketing, Routledge.
- Watkinson, M., (2013) The Ten Principles Behind Great Customer Experiences.
  Harlow: Pearson.

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