Digital Marketing (772N1)

15 credits, Level 7 (Masters)

Spring teaching

This cutting-edge marketing 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 also placed on the utilisation of customer relationship marketing approaches within a dynamic online environment. Finally, online marketing strategy formulation and implementation within a changing technology environment is thoroughly described. By the end of the module, you will be 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.

Teaching and assessment

We’re currently reviewing teaching and assessment of our modules in light of the COVID-19 situation. We’ll publish the latest information as soon as possible.

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.

This module is running in the academic year 2020/21. We also plan to offer it in future academic years. It may become unavailable due to staff availability, student demand or updates to our curriculum. We’ll make sure to let our applicants know of such changes to modules at the earliest opportunity.


This module is offered on the following courses: