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Unit information: Digital Marketing: Strategy, Tools and Tactics in 2021/22

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. Javornik
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, also in reference to the latest technological developments that are relevant for digital marketing

ILO2: Critically analyse an organisation’s existing digital marketing activities using suitable tools with the aim of developing new digital marketing strategies and tactics as needed

ILO3: Identify and discuss a variety of digital marketing strategies and tactics across channels and platforms, and critically evaluate their advantages and disadvantages

ILO4: Create a rigorous digital marketing strategy plan with concrete proposals for strategic and tactical improvements across digital channels and platforms and be able to make credible recommendations regarding monitoring and evaluation

ILO5: Acquire a theoretical understanding of contemporary digital marketing landscape based on the relevant academic literature

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

Groupwork component (50%): 15 minutes presentation of digital marketing strategy, that each group would develop for a chosen organization (ILO4) + 10min for Q&A. The presentation should include:

a) rigorous analysis of the chosen organisation’s current digital marketing activities (ILO2)

b) identification of key strategic areas that should be improved through digital technologies based on the analysis (ILO3);

c) proposal for strategic and tactical approaches that would bring forward improvements of the identified strategic areas in relation to digital marketing channels and platforms (ILO3). This proposal should:

• identify which digital technologies, platforms or features are most suitable for addressing the identified challenges and explain why, also by considering the latest technological developments (ILO1, ILO3);

• include a mock-up of creative and/or data-driven digital content (e.g. mock-ups of social media content; immersive content; data-driven personalization; mobile app or website features / content) (ILO4)

• include how the proposed strategic and tactical approaches will be evaluated and monitored (ILO4)

• consider any potential societal, ethical or individual well-being challenges that might arise based on proposed digital marketing strategy (ILO1, ILO2)

d) Relevant practitioners’ and academic sources (ILO5)

The groupwork should be subject to peer evaluation.

Individual component (50%): 1500 word academic reflection related to the groupwork. In this part of assessment, students will be expected to demonstrate their understanding of the current relevant digital marketing academic literature and their ability to synthesise it, as well as critically evaluate it (ILO1-3, ILO5).


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. EFIMM0066).

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.