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Unit information: Digital Marketing: Strategy, Tools and Tactics in 2018/19

Please note: you are viewing unit and programme information for a past academic year. Please see the current academic year for up to date information.

Unit name Digital Marketing: Strategy, Tools and Tactics
Unit code EFIMM0066
Credit points 20
Level of study M/7
Teaching block(s) Teaching Block 2 (weeks 13 - 24)
Unit director Dr. Emma Slade
Open unit status Not open




School/department School of Management
Faculty Faculty of Social Sciences and Law


In this unit, you will develop a critical understanding of the role of digital applications in various organisations. The unit considers what digital marketing strategy means and how it may be planned and implemented looking at a range of examples across business sectors. Various technologies are explored and the relationship between digital marketing strategies and the wider organisation, the key issues in the development and implementation of digital marketing strategies and the threats are examined.

Intended learning outcomes

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

LO1: Critically analyse the competitive, technological, environmental and other challenges that companies to plan and implement a digital marketing strategy.

LO2: Examine the principles and applications of digital marketing and choose relevant tools to serve organisations’ business objectives.

LO 3: Evaluate and apply appropriate techniques and tactics in the context of digital marketing.

LO 4: Create digital marketing campaign strategies to real applications and be able to debate upon implementation as well as report anticipated outcomes.

Teaching details

The learning process will be based on a combination of flipped learning style sessions with seminar style tutorials involving in-class discussion of each topic which is combined with hands-on experience of real business cases. For those less acquainted with practice issues more emphasis will be placed on research, case studies and other problem-solving activities. Some of these sessions may be hosted by guest lecturers from industry or other academic institutions.
You will be expected and directed to read from a range of sources including academic journals. You will interact and communicate within group activities enhancing practical leadership skills, including team, negotiating and influencing skills. You will work autonomously as well as interactively within group exercises.

The unit structure offers 30 contact hours in total. The remaining 170 learning hours will be spent in independent study and in the preparation of assessment.

Assessment Details

The unit is assessed by means of a portfolio of three pieces of online and offline assessments (presentation and coursework) to be processed on an individual basis. These three mini-tasks have equal weightage of 33.3%. In each one of them, students develop different stages of a digital media strategy for a company venturing in a specific industry, producing a range of appropriate outputs. Students should inform their tutor(s) about their selection of a specific industry by week 3 of the term. The first mini-task is an individual 15-minute presentation (with appropriate supporting footnotes provided) that will be covering the challenges anticipated from the external marketing environment and how these may drive the organisation selected to engage with digital marketing (ILO1); this summative piece of assessment has also an important formative role to help students build their coursework. All presentations will be held in week 6 of the term. The second piece of assessment is coursework that will be covering the necessary theoretical underpinnings for choosing proper digital marketing tools according to the organisation’s needs (ILO2, 3). Finally, the third mini-task is coursework that will be detailing the digital marketing plan and how it will be implemented (ILO 3, 4). The second and third mini-tasks should be of 1,500-words long each (3,000 words in total) and will be submitted as one piece of work at the end of the term.

Reading and References

Students are encouraged to read extensively around their subject to inform their knowledge. Students should draw from a range of sources which may include academic texts and papers, practitioner books and journals, market reports and online sources.

Core Texts for this Unit

Chaffey, D. and Smith P. R. (2017). Digital Marketing Excellence: Planning, Optimizing and Integrating Onlilne Marketing, Routledge.

Recommended Reading

Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: Moving from Traditional to Digital. John Wiley & Sons.

Fill, C. (2016). Marketing communications: brands, experiences and participation. 7th ed. Harlow: Pearson.

Academic & Practitioner Journals

Journal of Marketing

Journal of the Academy of Marketing Science

MIS Quarterly

Journal of Management Information Systems

European Journal of Information Systems

Computers in Human Behavior

Information and Management

Decision Support Systems

Expert Systems with Applications