Module description
What is the module about
In today’s economy, the vast majority of marketing activity, consumer decision making, and business operations are digitally mediated. From brand discovery and purchasing behaviour to customer relationship management and strategic communication, digital platforms now shape how organisations compete and grow. As a result digital marketing is no longer optional but foundational to business and management education. This module provides an in-depth, thought-provoking and engaging exploration of digital marketing tools, techniques and strategies within today’s organisational competitive and social environments. It explores how digital environments reshape marketing practice, consumer engagement, and brand positioning, while critically analysing the behavioural, strategic, and cultural dimensions of digital marketing. Through structured case study analysis and evaluation of authentic digital marketing challenges, students develop the ability to assess strategic decisions in light of commercial objectives, ethical considerations, and evolving social expectations. The module integrates theoretical frameworks with applied analysis, enabling students to justify strategic recommendations using theoretical frameworks and evidence based reasoning.
An emphasis on developing employability skills is central to this module. Students will have the opportunity to cultivate real-world competencies through collaborative work. This dynamic learning environment is conducive to improving the interpersonal and professional skills essential for the modern workplace. Through the analysis of authentic case scenarios and real brand challenges, the module places particular emphasis on developing strategic thinking, professional communication, and collaborative problem-solving skills aligned with employer expectations. By the end of the module, students will be well prepared to contribute thoughtfully and confidently to digital marketing strategy within professional and organisational contexts.
Who should take this module?
This module is designed for students who recognise that digital is not a channel - it is the environment in which current business operate. In today’s economy, marketing, purchasing decisions, brand reputation, and organisational growth are fundamentally digitally mediated. Understanding digital marketing is therefore not optional; it is essential to understanding contemporary business itself. This module is ideal for students who want to move beyond surface level tactics and critically examine how digital platforms shape consumer behaviour, cultural narratives, brand power, and competitive strategy. It is particularly suited to those who have completed Consumer Behaviour module and are ready to apply that insight within complex, real-world digital contexts.
Ideal candidates for this module are those who are keen to explore in depth the relationship between the creative elements of marketing strategy such as narrative construction and the development of promotional media and the broader processes of digital marketing planning and management. Students who take this module should be intellectually curious, strategically minded, and interested in analysing authentic digital marketing challenges through case studies and scenario-based discussions. Through collaborative analysis of real brand scenarios, students develop advanced strategic thinking, persuasive communication, and structured problem-solving capabilities. By the end of the module, students will not simply understand digital marketing they will be able to interrogate, critique, and shape digital strategy with confidence and clarity.
Provisional Lecture Outline
Lecture 1: Foundations of Digital Marketing Strategy
Lecture 2: Contemporary Developments and Emerging Trends in Digital Marketing
Lecture 3: Perspectives on Digital Consumer Behaviour
Lecture 4: Strategic Brand Management in Digital Environments
Lecture 5: Website, Search Engine Marketing and Optimisation (SEM and SEO)
Lecture 6: Social Media and Influencer Ecosystems
Lecture 7: Digital Growth Strategy and Competitor-Based Market Expansion
Lecture 8: Sustainability and Ethical Considerations in Digital Marketing
Lecture 9: Social, Cultural, and Community-Oriented Digital Marketing
Lecture 10: Integrated Digital Marketing Campaign Strategy
Assessment details
60% Individual Coursework
40% Group Assessment
Teaching pattern
Weekly Lectures
Weekly Tutorials
Suggested reading list
Key text
Sachdev, R. (2024). Digital Marketing. 1st ed. McGraw Hill: New York
Background reading
Chaffey D. 2022. Digital Marketing. Eighth edition /. (Ellis-Chadwick F, ed.). Pearson.
Atherton J. 2019. Social Media Strategy : A Practical Guide to Social Media Marketing and Customer Engagement . Kogan Page.
Taylor KT, Taylor S, Greulich K, Singleton M, O’Shea C, Surrao A. 2023. The Impact of Storytelling on Innovation Success: Innovators can be more effective storytellers by using the strategies presented in this article and, in turn, achieve strategic alignment, team collaboration, and market success. Research technology management.;66(4):17-27. doi:10.1080/08956308.2023.2212567
Shankar V, Grewal D, Sunder S, Fossen B, Peters K, Agarwal A. 2022. Digital marketing communication in global marketplaces: A review of extant research, future directions, and potential approaches. International journal of research in marketing.;39(2):541-565. doi:10.1016/j.ijresmar
Wu J, Wen N, Dou W, Chen J. 2015. Exploring the effectiveness of consumer creativity in online marketing communications. European journal of marketing.;49(1/2):262-276. doi:10.1108/EJM-03-2013-0148
Koslow S, Stewart DW. 2022. Message and media: the future of advertising research and practice in a digital environment. International journal of advertising. 2022;41(5):827-849. doi:10.1080/02650487.2021.1954804.
Lee H, Cho CH. 2020. Digital advertising: present and future prospects. International journal of advertising. 2020;39(3):332-341. doi:10.1080/02650487.2019.1642015