Core Module Information
Module title: Digital Marketing Strategy (CPD)

SCQF level: 11:
SCQF credit value: 20.00
ECTS credit value: 10

Module code: MKT11211
Module leader: Agata Krowinska
School The Business School
Subject area group: Marketing
Prerequisites

Study or practical experience of marketing at an appropriate level.

Description of module content:

This module introduces the theory, principles, and practice of digital marketing strategy.
Using contemporary frameworks and recent case studies you will learn about paid,
earned and owned media and their role in digital marketing strategy. You will investigate recent changes in online consumer behaviour and their impact on marketing practice.
Some of the key topics discussed in this module will include: social media marketing,
digital advertising, digital PR, online market research, user-generated content, mobile
marketing, eCRM, content marketing strategy, email marketing, and online Public
Relations.

Learning Outcomes for module:

LO1: Critically evaluate the role of Digital Marketing within marketing, marketing
communications and business frameworks
LO2: Demonstrate an extensive, detailed and critical knowledge and understanding of
the principal theories and concepts related to digital marketing strategy.
LO3: Establish a comprehensive understanding of the processes and techniques
involved in analysing, planning and executing digital marketing campaigns and the ability
to produce realistic and workable digital marketing solutions.
LO4: Identify, conceptualise and define new and abstract problems and issues related to
the latest developments in technology and their impact on online consumer engagement
behaviours.
LO5: Critically appraise the contemporary issues and problems facing digital marketing
practitioners

Full Details of Teaching and Assessment
2022/3, Trimester 1, ONLINE,
VIEW FULL DETAILS
Occurrence: 001
Primary mode of delivery: ONLINE
Location of delivery: ONLINE
Partner:
Member of staff responsible for delivering module: Agata Krowinska
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
Learning & teaching methods including their alignment to LOs: This course is delivered online. A core textbook is recommended. The module team will offer online support and live academic sessions. (LO1-5) This module develops in you an active approach to study and the capacity for independent learning. Interactive learning packages and
participative tutorial workshops ensure that you are engaged throughout the taught element of the module. A variety of approaches are used such as audio-visual
resources, group discussion, case studies.
You will gain experience of a digital learning environment and planning study autonomously. Embedding of employability/PDP/scholarship skills: You'll apply theory from lectures to practical exercises which enhance your knowledge of digital marketing strategy. You'll complete Moodle online exercises covering the key digital marketing techniques and how these apply in different business contexts.
Research/teaching linkages: You'll develop a final assessed report (LO1,2,3,4,5) at the end of the module. Throughout the module, you'll engage with both academic and practitioner sources to allow critical engagement and facilitate deep understanding of how theory applies to practice. All those involved in the delivery of this module are actively engaged in research in the area of digital marketing. This knowledge and expertise feeds directly into teaching content, leading to a dynamic and contemporary module that meets the needs of employers and addresses current and future market trends.
Supporting equality and diversity: Materials will follow accessibility and inclusion best
practice. Internationalisation. Examples from
Europe, the US and the Far East are used and participant-generated examples are
encouraged.

Formative Assessment:
Formative assessment takes place throughout the weeks of attendance. Formative
feedback is also available via the completion of the online exercises and case studies
associated with this module

Summative Assessment:
There is one component of summative assessment which comprises of 2 elements of
work

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Online Lecture 20
Online Tutorial 10
Independent Learning Guided independent study 170
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Class Test 10 2 7
Report 90 1,2,3,4,5 13 , WORDS= 3000
Component 1 subtotal: 100
Component 2 subtotal: 0
Module subtotal: 100
2022/3, Trimester 2, ONLINE,
VIEW FULL DETAILS
Occurrence: 001
Primary mode of delivery: ONLINE
Location of delivery: ONLINE
Partner:
Member of staff responsible for delivering module: Agata Krowinska
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
Learning & teaching methods including their alignment to LOs: This course is delivered online. A core textbook is recommended. The module team will offer online support and live academic sessions. (LO1-5) This module develops in you an active approach to study and the capacity for independent learning. Interactive learning packages and
participative tutorial workshops ensure that you are engaged throughout the taught element of the module. A variety of approaches are used such as audio-visual
resources, group discussion, case studies.
You will gain experience of a digital learning environment and planning study autonomously. Embedding of employability/PDP/scholarship skills: You'll apply theory from lectures to practical exercises which enhance your knowledge of digital marketing strategy. You'll complete Moodle online exercises covering the key digital marketing techniques and how these apply in different business contexts.
Research/teaching linkages: You'll develop a final assessed report (LO1,2,3,4,5) at the end of the module. Throughout the module, you'll engage with both academic and practitioner sources to allow critical engagement and facilitate deep understanding of how theory applies to practice. All those involved in the delivery of this module are actively engaged in research in the area of digital marketing. This knowledge and expertise feeds directly into teaching content, leading to a dynamic and contemporary module that meets the needs of employers and addresses current and future market trends.
Supporting equality and diversity: Materials will follow accessibility and inclusion best
practice. Internationalisation. Examples from
Europe, the US and the Far East are used and participant-generated examples are
encouraged.

Formative Assessment:
Formative assessment takes place throughout the weeks of attendance. Formative
feedback is also available via the completion of the online exercises and case studies
associated with this module

Summative Assessment:
There is one component of summative assessment which comprises of 2 elements of
work

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Online Lecture 20
Online Tutorial 10
Independent Learning Guided independent study 170
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Class Test 10 2 7
Report 90 1,2,3,4,5 13 , WORDS= 3000
Component 1 subtotal: 100
Component 2 subtotal: 0
Module subtotal: 100

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