Postgraduate Course: Digital Marketing (CMSE11716)
Course Outline
| School | Business School |
College | College of Arts, Humanities and Social Sciences |
| Credit level (Normal year taken) | SCQF Level 11 (Postgraduate) |
Availability | Not available to visiting students |
| SCQF Credits | 20 |
ECTS Credits | 10 |
| Summary | Digital 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
- SEO/SEM/PPC
- 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.
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Entry Requirements (not applicable to Visiting Students)
| Pre-requisites |
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Co-requisites | |
| Prohibited Combinations | |
Other requirements | None |
Course Delivery Information
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| Academic year 2026/27, Not available to visiting students (SS1)
|
Quota: None |
| Course Start |
Semester 2 |
Timetable |
Timetable |
| Learning and Teaching activities (Further Info) |
Total Hours:
200
(
Lecture Hours 20,
Programme Level Learning and Teaching Hours 4,
Directed Learning and Independent Learning Hours
176 )
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| Assessment (Further Info) |
Written Exam
0 %,
Coursework
100 %,
Practical Exam
0 %
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| Additional Information (Assessment) |
50% Digital Marketing Analysis (Individual) - 2,000 words - Assesses Learning Outcomes 1,2,3
50% Consultancy Project (Group) - 3,000 words - Assesses Learning Outcomes 3,4,5 |
| Feedback |
Formative: Feedback will be provided throughout the course.
Summative: Feedback will be provided on the assessment within agreed deadlines. |
| No Exam Information |
Learning Outcomes
On completion of this course, the student will be able to:
- Develop a critical understanding of the principal areas, features, boundaries, terminology and technologies of digital marketing
- Acquire a range of principal skills, practices and materials associated with digital marketing
- Critically identify, define, conceptualise and analyse professional level problems and issues associated with digital marketing and associated technologies
- Develop a wide range of routine skills and some advanced and specialised skills of support of established practices in the field of digital marketing
- Critically evaluate complex ethical and professional issues associated with the practice of Digital Marketing in accordance with professional and ethical codes of practice
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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 quality.
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. |
| Keywords | Not entered |
Contacts
| Course organiser | Mr Ben Marder
Tel:
Email: Ben.Marder@ed.ac.uk |
Course secretary | |
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