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DRPS : Course Catalogue : Business School : Common Courses (Management School)

Postgraduate Course: Digital Marketing (CMSE11631)

Course Outline
SchoolBusiness School CollegeCollege of Arts, Humanities and Social Sciences
Credit level (Normal year taken)SCQF Level 11 (Postgraduate) AvailabilityNot available to visiting students
SCQF Credits15 ECTS Credits7.5
SummaryDigital is increasingly becoming a core marketing activity and marketing graduates require specific knowledge and understanding of the impacts of digital technologies on marketing practice and consumer behaviour.
Course description This course teaches key aspects of digital marketing management through both theoretical and practitioner perspectives. In addition to building practical skills using digital marketing tools and resources such as Google Analytics, students will gain a deeper understanding of how digital technologies are embedded in marketing practice. Students will also develop their knowledge and understanding of digitally-integrated marketing communications, creating and executing digital marketing strategies. A specific focus on consumer behaviour in digital spaces is offered, with particular consideration given to real-world ethical issues facing digital marketing practitioners.

Outline content: -

-Digital strategy
-Integrated marketing communications
-Content marketing
-Social media
-CRM/Customer engagement/Personas/Customer journeys
-Analytics/Data insights
-Ethics for digital marketers

Student Learning Experience: -

Teaching will be delivered principally through lectures in each area of the outlined content. Case studies and examples from practice will create opportunities for discussion in small groups as well as with the class more generally. Students will be directed to journal articles etc. for background reading and lecture preparation, and are encouraged to find further research in areas of digital marketing which are of particular interest to them. This course will also use practical and industry perspectives in support of the theoretical underpinnings and examples discussed in class. Assessment of knowledge and understanding will be through individual and group project work.
Entry Requirements (not applicable to Visiting Students)
Pre-requisites Co-requisites
Prohibited Combinations Other requirements None
Course Delivery Information
Academic year 2024/25, Not available to visiting students (SS1) Quota:  None
Course Start Semester 1
Timetable Timetable
Learning and Teaching activities (Further Info) Total Hours: 150 ( Lecture Hours 20, Seminar/Tutorial Hours 1, Programme Level Learning and Teaching Hours 3, Directed Learning and Independent Learning Hours 126 )
Assessment (Further Info) Written Exam 0 %, Coursework 100 %, Practical Exam 0 %
Additional Information (Assessment) Coursework 100%«br /»
- Individual Essay 50% (Assess all Learning Outcomes)«br /»
- Group Report 50% (Assess all Learning Outcomes)
Feedback Formative Feedback: - Feedback will be provided through class discussion and lecture sessions on assessment

Summative Feedback: - Feedback for the individual assessment and grade will be provided after the course has ended
No Exam Information
Learning Outcomes
On completion of this course, the student will be able to:
  1. Develop a critical understanding of the principal areas, features, boundaries, terminology and technologies of digital marketing.
  2. Acquire a range of principal skills, practices and materials associated with digital marketing
  3. Critically identify, define, conceptualise and analyse professional level problems and issues associated with digital marketing and associated technologies
  4. Develop a wide range of routine skills and some advanced and specialised skills of support of established practices in the field of digital marketing.
  5. Critically evaluate complex ethical and professional issues associated with the practice of Digital Marketing in accordance with professional and ethical codes of practice.
Reading List
Digital Marketing - 9781292241579
Contemporary Issues in Digital Marketing - 9781003093909
Additional Information
Graduate Attributes and Skills Communication, ICT, and Numeracy Skills

After completing this course, students should be able to:
- Convey meaning and message through a wide range of communication tools, including digital technology
and social media; to understand how to use these tools to communicate in ways that sustain positive and
responsible relationships.
- Critically evaluate and present digital and other sources, research methods, data and information; discern
their limitations, accuracy, validity, reliability and suitability; and apply responsibly in a wide variety of
organisational contexts

Cognitive Skills

After completing this course, students should be able to:
- Be self-motivated; curious; show initiative; set, achieve and surpass goals; as well as demonstrating
adaptability, capable of handling complexity and ambiguity, with a willingness to learn; as well as being able to
demonstrate the use digital and other tools to carry out tasks effectively, productively, and with attention to

Knowledge and Understanding

After completing this course, students should be able to:
- Demonstrate a thorough knowledge and understanding of contemporary organisational disciplines;
comprehend the role of business within the contemporary world; and critically evaluate and synthesise primary
and secondary research and sources of evidence in order to make, and present, well informed and transparent
organisation-related decisions, which have a positive global impact.
KeywordsNot entered
Course organiserMs Sophie Duncan-Shepherd
Course secretaryMiss Lauren Dunn
Tel: (01316) 513758
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