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Unit information: Digital Marketing: Strategy, Tools and Tactics in 2019/20

Please note: Due to alternative arrangements for teaching and assessment in place from 18 March 2020 to mitigate against the restrictions in place due to COVID-19, information shown for 2019/20 may not always be accurate.

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

Description including Unit Aims

In this unit, you will develop a comprehensive and critical understanding of the role of digital marketing 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:
ILO1: Examine contemporary issues and challenges in the field of digital marketing
ILO2: Critically analyse an organisation’s internal and external environment using suitable tools to inform a digital marketing plan
ILO3: Identify and discuss a variety of digital marketing channels and tactics, and critically evaluate their advantages and disadvantages
ILO4: Create a rigorous digital marketing plan and be able to make credible recommendations regarding monitoring and evaluation

Teaching Information

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 Information


A 20-minute individual video presentation supported by 1,500 word appendix. Students are required to present a digital marketing plan utilising an appropriate framework (ILO4). Students 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 decisions involved in devising a digital marketing plan. They will also be required to identify and discuss a variety of digital marketing channels and tactics, and critically evaluate their advantages and disadvantages (ILO3) for achieving the digital marketing objectives set as part of the plan.

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

Charlesworth, A. (2018). Digital Marketing: A Practical Approach (3rd ed.), Routledge.
Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: Moving from Traditional to Digital. John Wiley &Sons.

Recommended journals

Marketing Theory

Journal of the Academy of Marketing Science

Journal of Consumer Research

European Journal of Marketing

Journal of Interactive Marketing

Journal of Retailing and Consumer Services

Computers in Human Behavior

Decision Support Systems

Expert Systems with Applications

International Journal of Electronic Commerce

Information and Management