Skip to main content

Unit information: Digital Marketing in 2021/22

Unit name Digital Marketing
Unit code EFIM30060
Credit points 20
Level of study H/6
Teaching block(s) Teaching Block 2 (weeks 13 - 24)
Unit director Dr. Emma Slade
Open unit status Not open

Consumption and Consumer Behaviour (EFIM20046). Issues in Consumer Marketing and Innovation (EFIM20045)



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

Description including Unit Aims

The Internet and digital technologies continue to impact all elements of the marketing mix. In this unit, you will have an exciting opportunity to engage with cutting-edge academic and industry-driven research to develop a comprehensive and critical understanding of the role of digital marketing for various sectors and organisations. You will learn how to develop an informed digital marketing plan and measure effectiveness to facilitate continuous improvement. You will become familiar with a range of digital marketing tactics, from search and social media, to display advertising and immersive technologies, and critically consider the usefulness of these across the customer journey

Intended Learning Outcomes

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

LO1: Explain contemporary issues and challenges in the field of digital marketing
LO2: Identify and critically examine internal and external factors that may affect an organisation’s digital marketing plan;
LO3: Evaluate a variety of digital marketing tactics;
LO4: Devise a digital marketing plan and be able to make credible recommendations regarding monitoring and evaluation.

Teaching Information

The learning process will be based on 10 x 3-hour lectorial sessions which combine elements of both a formal lecture (2 hours) and an interactive seminar (1 hour). 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, other disciplines, 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.

Assessment Information


The unit is assessed by individual written coursework worth 100% of the summative grade, for which you will need to develop a digital marketing campaign plan (3,500 words) together with content assets. You will need to critically analyse an organisation’s micro and macro environment (ILO2) and examine contemporary issues and challenges in the field of digital marketing (ILO1) to inform the plan.

You will also be required to identify and discuss a variety of digital marketing channels, tactics, and technologies, and critically evaluate their advantages and disadvantages (ILO3) for achieving the objectives of your plan. You will need to include credible recommendations regarding implementation, monitoring and evaluation of the plan (ILO4).


If this unit has a Resource List, you will normally find a link to it in the Blackboard area for the unit. Sometimes there will be a separate link for each weekly topic.

If you are unable to access a list through Blackboard, you can also find it via the Resource Lists homepage. Search for the list by the unit name or code (e.g. EFIM30060).

How much time the unit requires
Each credit equates to 10 hours of total student input. For example a 20 credit unit will take you 200 hours of study to complete. Your total learning time is made up of contact time, directed learning tasks, independent learning and assessment activity.

See the Faculty workload statement relating to this unit for more information.

The Board of Examiners will consider all cases where students have failed or not completed the assessments required for credit. The Board considers each student's outcomes across all the units which contribute to each year's programme of study. If you have self-certificated your absence from an assessment, you will normally be required to complete it the next time it runs (this is usually in the next assessment period).
The Board of Examiners will take into account any extenuating circumstances and operates within the Regulations and Code of Practice for Taught Programmes.