Digital Marketing (N1578)

15 credits, Level 6

Spring teaching

The main aim of this module is to provide you with a thorough understanding of the main theories and principles of Digital Marketing - specifically in the areas of: Digital Marketing's Micro and Macro environment, Digital Marketing Strategies and the Implementation and Practice of Digital Marketing.

By the end of the module, you are expected to develop and demonstrate knowledge and skills in the following areas:

  • The theoretical and practical impact of digital on the marketing mix;
  • E-customer characteristics and behaviour;
  • Digital marketing technologies;
  • Digital marketing planning and management;
  • Developing competitive advantage through the use of Digital Marketing activities.

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 2021/22. We also plan to offer it in future academic years. However, we are constantly looking to improve and enhance our courses. There may be changes to modules in response to student demand or feedback, changes to staff expertise or updates to our curriculum. We may also need to make changes in response to COVID-19. We’ll make sure to let our applicants know of material changes to modules at the earliest opportunity.


This module is offered on the following courses: