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.


33%: Lecture
67%: Seminar


100%: Coursework (Media production, Report)

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 2024/25. 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.


This module is offered on the following courses: