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DRPS : Course Catalogue : Business School : Business Studies

Undergraduate Course: Digital Marketing (BUST10130)

Course Outline
SchoolBusiness School CollegeCollege of Arts, Humanities and Social Sciences
Credit level (Normal year taken)SCQF Level 10 (Year 4 Undergraduate) AvailabilityAvailable to all students
SCQF Credits20 ECTS Credits10
SummaryThis course studies digital marketing practices and consumer behaviour that inform these.
Course description Session 1: Introduction
Session 2: e-Word-of-Mouth (eWOM) and Viral campaigns
Session 3: Digital Consumers
Session 4: Content Marketing, and Relationship Building
Session 5: Targeting in a Digital World
Session 6: Search Engine Optimisation (SEO) and Pay Per Click (PPC)
Session 7: Digital Marketing Analytics and Digital Strategy
Session 8: Mobile Marketing
Session 9: Consumer privacy and Augmented Reality
Session 10: Viral video presentations (Group Work)

Student Learning Experience
The course will engage with practice through 1) Guest speakers who are experts in digital marketing, 2) Assessment two will be the creation of a digital marketing plan to address marketing issues, and 3) Practitioners will be involved in judging the top digital marketing plans and viral videos for the giving of prizes. These prizes will be given by the marketing agencies that we are engaging with through the course.

For marketers knowledge and experience with digital technologies is crucial to achieving and sustaining a competitive position within the market. Digital Marketing (i.e. the achievement of marketing aims through digital technologies), is upheld as both the present and future of marketing. From the widespread engagement with the internet through personal devices, to interactive televisions and intelligent billboards, marketers are now faced with a plethora of new means with which to segment, target, communicate and build relationships with consumers. It is therefore imperative that students wishing to become marketing practitioners acquire a detailed understanding of this field. The course Digital Marketing will offer a theoretical understanding of these phenomena; address important practical issues, overall providing the students with valuable skills that can be applied in industry.
Entry Requirements (not applicable to Visiting Students)
Pre-requisites Students MUST have passed: Marketing (BUST08004)
Prohibited Combinations Other requirements Year 4 only. Business Studies Honours Entry.
Additional Costs Students will be encouraged to use their own cameras and smartphones, however will also be made aware they can also loan HD cameras centrally.
Information for Visiting Students
Pre-requisitesVisiting students must have at least 4 Business courses at grade B or above. This MUST INCLUDE at least one Marketing course at intermediate level. This course cannot be taken alongside BUST08004 Marketing. We will only consider University/College level courses.
High Demand Course? Yes
Course Delivery Information
Not being delivered
Learning Outcomes
On completion of this course, the student will be able to:
  1. Demonstrate a knowledge that covers and integrates most of the principal areas, features, boundaries, terminology and convention of digital marketing.
  2. Use a range of principal skills, practices and materials associated with digital marketing.
  3. Critically identify, define, conceptualise and analyse professional level problems and issues.
  4. Use a wide range of routine skills and some advanced and specialised skills of support of established practices in the field of digital marketing. For example make formal presentations about specialised topics to informed audiences.
  5. Deal with complex ethical and professional issues in accordance with professional and ethical codes of practice.
Reading List
Quirk (2013) eMarketing: the essential guide to marketing in a digital world. 5th Edition


Belk, R. W. (2013). "Extended self in a digital world." Journal of Consumer Research 40(3): 477-500.
Hollenbeck, C. R. and A. M. Kaikati (2012). "Consumers' use of brands to reflect their actual and ideal selves on Facebook." International Journal of Research in Marketing 29(4): 395-405.
Marder, B, Slade, E, Houghton, D, & Archer-Brown, C. (2016) ¿I like them but wont Like them: An examination of ¿Liking¿ behaviour of political parties on Facebook¿ Computers in Human Behavior (3* ABS) (In Press)
Marder, B, Joinson, A, Shankar, A & Houghton, D. (2016) ¿The chilling effect of ubiquitous social networking¿ Computers in Human Behavior. (In Press)
Marder B, Joinson A N, Shankar A, Houghton D & Bull E. (2016) ¿Understanding the psychological process of avoidance-based self-regulation on Facebook", Cyberpsychology, Behavior, and Social Networking. (IF 2.2) (In Press)
Marder, B, Joinson, A, Shankar, A & Thirlaway, K. (2016) ¿Strength matters: Examination of the lowest common denominator vs. the strongest audience effect¿ Computers in Human Behavior (In Press).
Panteli, N & Marder, B. (In press), ¿Constructing and Enacting Normality Online Across Generations; the case of social networking sites¿, Information Technology and People (In Press)
McAfee, A. and Brynjolfsson, E. (2012) Big Data: The Management Revolution. Harvard Business Review, Vol 90 Issue 10 p60-68.
Boyd, d. and Crawford, K. (2011) Six Provocations for Big Data. Presented at Oxford Internet Institutes / A Decade In Internet Time: Symposium on the Dynamics of the Internet and Society on September 21, 2011.
Berners-Lee, T., Hendler, J and Lassila, O (2001) The Semantic Web Scientific American.
Brown, J., Broderick, A.J. and Lee, N. (2007) Word of mouth communication within online communities: Conceptualizing the online social network. Journal of Interactive Marketing. Vol 21, Issue 3 pp 2-20.
Day, G.S. (1969). Attitude Change, Media and Word of Mouth. Journal of Advertising Research. Vol 11 Number 6. pp31-39.
Dichter, E. (1966) How Word-of-Mouth Advertising Works. Harvard Business Review. Nov-Dec. pp147-166.
Barwise, P. and Meehan, S. (2010) The One Thing You Must Get Right When Building a Brand. Harvard Business Review. Vol. 88 Issue 12, p80-84
Kietzmann, J., Hermkens, K., McCarthy, I.P. and Silvestre, B.S. (2011). Social Media? Get serious! Understanding the functional building blocks of social media. Business Horizons. Vol 54, Issue 3 pp241-151.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68.
Mills, A. J. (2012). Virality in social media: the SPIN framework. Journal of Public Affairs, 12(2), 162-169.
Barnes, S.J. and Vidgen, R.T. (2001) An Integrative Approach to the Assessment of E-Commerce Quality. Journal of Electronic Commerce Research. Vol 3, No 3. pp 114-127.
Parasuraman, A., Zeithaml, V.A. and Malhotra, A. (2005) E-S-Qual A multiple item scale for assessing electronic service quality Journal of Service Research Vol 7 No 3
Stephen, A. T. & Toubia, O. 2010. Deriving value from social commerce networks. Journal of marketing research, 47, 215-228.
Lee, K. 2013. Rise of social commerce Influencing how people spend for shopping online [Online]. Available:
Katona, Z and Sarvary M. (2014) Maersk Line - B2B Social Media - "It' s Communication, Not Marketing" Berkeley-Haas Case Series Vol 56 No 3
Brennan, R and Croft, R (2012) The use of social media in B2B marketing and branding: An exploratory study Journal of Consumer Behaviour Vol 11 No 2 pp 101-115
Additional Information
Graduate Attributes and Skills The course will support the following graduate plus attributes.

Research and Enquiry; Those having taken the course will be able to:
1) Be able to ask key questions and exercise rational enquiry associated with digital marketing practice.
2) Be able to critically assess existing understand and the limitations of their own knowledge with regards to digital marketing practice, and recognise the need to regularly challenge all knowledge related to business phenomenon.
3) Be able to identify, define and analyse business problems (specifically marketing related) and identify or create processes to solve them.
4) Be able to critically evaluate existing digital marketing activities amongst other non-digital marketing activities.

Personal and Intellectual Autonomy; Those having taken the course will be able to:
1) Be open to new ideas, methods, technologies and ways of thinking applicable in a business context.
2) Be creative and imaginative, able to think outside the box with regards to addressing business issues.
3) Be able to use collaboration and debate with colleagues to effectively test, modify and strengthen their own views.

Communication; Those having taken the course will be able to:
1) Make effective use of oral, written and visual means to critique, negotiate, create and communicate understanding of business phenomenon.
2) Use effective communications to articulate their business skills as identified through self-reflection.
3) Further their own learning through effective use of the full range of communications approaches.

Personal Effectiveness; Those having taken the course will be able to:
1) Be able to create and harness business opportunities.
2) Be able to work effectively with others, capitalizing on their different business stakeholders, thinking, experience and skills.
3) Have the confidence to make decisions based on their own business understandings and their personal and intellectual autonomy.
Course organiserMr Ben Marder
Course secretary
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