Modules

Core Module Information
Module title: Digital Marketing Strategy
SCQF level: 11:
SCQF credit value: 20.00
ECTS credit value: 10
Module code: MKT11924
Module leader: Jackie Cameron
School The Business School
Subject area group: Marketing
Prerequisites

There are no pre-requisites for this module to be added
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, online Public Relations and the ethical and strategic use of Artificial Intelligence in marketing. This module is accredited by the Institute of Digital Marketing.
Learning Outcomes for module:

Upon completion of this module you will be able to

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
2025/6, Trimester 1, In Person,
VIEW FULL DETAILS
Occurrence: 001
Primary mode of delivery: In Person
Location of delivery: HONG KONG
Partner:
Member of staff responsible for delivering module: Jackie Cameron
Module Organiser:


Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)NESH Description
Face To Face Seminar 15 The seminars include a lecture and interactive workshop activities aimed at applying key concepts and frameworks to marketing problems. You will learn about digital marketing theory and practice.
Independent Learning Practical classes and workshops 15 Practical classes and workshops that involve discussions in understanding digital marketing strategy.
Online Guided independent study 170 You will be required to expand your knowledge through independent study which builds on what you learn in lectures and seminars.
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words Description
Report 50 1~4~5 Week 8 , WORDS= 2000 You will be required to write a report to help you develop your ability to analyse digital marketing challenges and make practical recommendations and plans for implementation in a professional format.
Oral Presentation 50 2~3~5 Week 13 HOURS= 20 minutes You will be required to develop a 20-minute recorded group presentation where you are asked to develop a digital marketing plan using a real brief provided by the Institute of Digital Marketing.
Component 1 subtotal: 50
Component 2 subtotal: 50
Module subtotal: 100
2025/6, Trimester 2, In Person,
VIEW FULL DETAILS
Occurrence: 001
Primary mode of delivery: In Person
Location of delivery: HONG KONG
Partner:
Member of staff responsible for delivering module: Jackie Cameron
Module Organiser:


Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)NESH Description
Face To Face Seminar 15 The seminars include a lecture and interactive workshop activities aimed at applying key concepts and frameworks to marketing problems. You will learn about digital marketing theory and practice.
Independent Learning Practical classes and workshops 15 Practical classes and workshops that involve discussions in understanding digital marketing strategy.
Online Guided independent study 170 You will be required to expand your knowledge through independent study which builds on what you learn in lectures and seminars.
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words Description
Report 50 1~4~5 Week 8 , WORDS= 2000 You will be required to write a report to help you develop your ability to analyse digital marketing challenges and make practical recommendations and plans for implementation in a professional format.
Oral Presentation 50 2~3~5 Week 13 HOURS= 20 minutes You will be required to develop a 20-minute recorded group presentation where you are asked to develop a digital marketing plan using a real brief provided by the Institute of Digital Marketing.
Component 1 subtotal: 50
Component 2 subtotal: 50
Module subtotal: 100

Indicative References and Reading List - URL:
Digital Marketing Strategy (MKT11924)
 

Related information