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Unit information: Digital Marketing in 2022/23

Please note: It is possible that the information shown for future academic years may change due to developments in the relevant academic field. Optional unit availability varies depending on both staffing, student choice and timetabling constraints.

Unit name Digital Marketing
Unit code EFIM30060
Credit points 20
Level of study H/6
Teaching block(s) Teaching Block 1 (weeks 1 - 12)
Unit director Dr. Emma Slade
Open unit status Not open
Units you must take before you take this one (pre-requisite units)

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

Units you must take alongside this one (co-requisite units)


Units you may not take alongside this one


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

Unit Information

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

Your learning on this unit

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

ILO1: Appraise contemporary developments and challenges affecting digital marketing, from advances in technology to changes in consumer behaviour and legislation;

ILO2: Critically examine organisations’ current digital marketing activities, reflecting on internal and external factors influencing effectiveness and potential development;

ILO3: Evaluate a variety of digital marketing channels and tactics considering their strengths and weaknesses in different contexts as well as ethical issues for consumers and society;

ILO4: Develop a strategic and creative digital marketing plan and identify relevant metrics for monitoring and evaluation.

How you will learn

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

How you will be assessed


Tasks which help you learn and prepare you for summative tasks (formative):
Formative assessment within this unit will take many forms, including but not limited to:
• Practice quizzes;
• Practice exercises; and
• Informal presentations of ideas ‘in progress’.


Tasks which count towards your unit mark (summative):
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 (3,000 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).

When assessment does not go to plan:
The reassessment of this unit will require you to choose a different organisation to your original submission and complete a new digital marketing campaign plan (3,500 words) as above.


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.