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Unit information: Digital Marketing: Strategy, Tools and Tactics in 2020/21

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

Teaching will be delivered through a combination of synchronous and asynchronous sessions including lectures, tutorials, drop-in sessions, discussion boards and other online learning opportunities.

Assessment Information

15 minute video + 1,000 word appendix.

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