Digital Marketing (772N1)

15 credits, Level 7 (Masters)

Spring teaching

This module discusses how digital media technology has changed marketing, and gives detailed strategies on how to embrace the online environment challenges.

The main aim of this module is to provide you with a critical understanding of the key concepts, fundamentals and challenges of e-marketing. This module explores the impact of the web on the traditional marketing mix of goods and services, and examines the key ingredients of the online micro and macro environment. Moreover, e-marketing analyses online consumers’ behaviour and their response to social media strategies and new technologies used by companies.

The impact of electronic technologies on marketing strategy, market segmentation, positioning and communication strategies is also addressed. An emphasis is placed on the utilisation of customer relationship marketing approaches within a dynamic online environment.

Online marketing strategy formulation and implementation within a changing technology environment is thoroughly described. By the end of the module, you are expected to develop and demonstrate knowledge and skills in the following areas:

• the theoretical and practical importance of the e-marketing mix and its impact on marketing strategy
• the online consumer behaviour and online decision-making process
• various online marketing strategies for social media
• strategic analysis of the online environment
• online performance measurement.

Contact hours and workload

This module is approximately 150 hours of work. This breaks down into about 33 hours of contact time and about 117 hours of independent study. The University may make minor variations to the contact hours for operational reasons, including timetabling requirements.

We regularly review our modules to incorporate student feedback, staff expertise, as well as the latest research and teaching methodology. We’re planning to run these modules in the academic year 2025/26. However, there may be changes to these modules in response to feedback, staff availability, student demand or updates to our curriculum.

We’ll make sure to let you know of any material changes to modules at the earliest opportunity.