Modules

Core Module Information
Module title: Digital Marketing
SCQF level: 08:
SCQF credit value: 20.00
ECTS credit value: 10
Module code: JAC08126
Module leader: Pauline Miller Judd
School School of Arts and Creative Industries
Subject area group: Media and Humanities
Prerequisites

There are no pre-requisites for this module to be added
Description of module content:

This module explores concepts, theories and different approaches to the ever evolving practices of digital marketing. You will review consumer behaviour and the marketing mix. You will then explore issues such as social media marketing, content marketing, mobile marketing, digital analytics, multi-channel campaigns, search engine optimisation and content analysis. You will evaluate a range of digital tools currently used in digital marketing practices as well as engage with emerging technologies which are disrupting the market. Additionally you will address regulatory considerations such as advertising standards and data protection.
Learning Outcomes for module:

Upon completion of this module you will be able to

LO1: Describe and discuss the elements of the marketing mix and the role of digital marketing.

LO2: Evaluate key theories and concepts associated with digital marketing.

LO3: Understand and evaluate a range of key digital marketing metrics.

LO4: Plan and analyse digital marketing campaigns.

LO5: Understand the need for responsible and ethical digital marketing strategies.
Full Details of Teaching and Assessment
2025/6, Trimester 2, IN PERSON,
VIEW FULL DETAILS
Occurrence: 001
Primary mode of delivery: IN PERSON
Location of delivery: MERCHISTON
Partner:
Member of staff responsible for delivering module: Pauline Miller Judd
Module Organiser:


Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)NESH Description
Face To Face Lecture 10 Lectures will introduce you to the key concepts and theories surrounding digital marketing.
Face To Face Tutorial 20 Tutorials enable you to explore the concepts and theories in more depth. You might engage in small group discussion or work on evaluating case studies. You may be asked to prepare work for the tutorials to enable you to engage more effectively.
Online Guided independent study 170 You will engage in independent learning, researching and analysing digital marketing campaigns. You will develop a proposal for a small digital marketing campaign.
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words Description
Report 40 2~3~4 Week 9 , WORDS= 1500 Focusing on a local organisation, you will write a critical analysis of their current digital marketing strategy.
Project - Written 60 1~2~4~5 Exam Period , WORDS= 2000 Building on your critical analysis, you will develop a proposal for a new digital marketing strategy for your organisation. This will be based on your research about the organisation, their audience, their context and resources.
Component 1 subtotal: 100
Component 2 subtotal: 0
Module subtotal: 100

Indicative References and Reading List - URL:
Contact your module leader
 

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