Introduction to Digital Marketing - BUSN4020

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Module delivery information

Location Term Level1 Credits (ECTS)2 Current Convenor3 2024 to 2025
Spring Term 4 15 (7.5) checkmark-circle


This module aims to develop an understanding of the digital marketing environment and introduce the impact that digital technology has had on marketing activity and customers. It also aims to develop an understanding of the range of digital marketing tools available to marketers and how they can be used to develop marketing content.
Indicative topics are:

• Evolution of Digital Technologies in marketing
• Organisation and governance of the internet
• Digital platforms available to Marketers and how they engage with different customers
• Digitalisation and implications for consumer behaviour
• Digital brand management
• The main elements in the digital marketing toolbox
• How digital marketing tools can be used with a range of different customers
• Overview of different content options for Digital Marketing tools
• Key steps for producing successful Digital marketing content.


Contact hours

Total contact hours: 21
Private study hours: 129
Total study hours: 150

Method of assessment

Main assessment methods:
Individual Report (2500- 3000 words) (60%)
Group presentation (20%)
VLE test (20%)

Reassessment methods:
100% coursework

Indicative reading

Chaffey, D and Ellis-Chadwick, F. (2019) Digital Marketing: Strategy, Implementation and Practice 7th Edition, Pearson
Davenport, T.H. and Ronanki, R. (2018). Artificial intelligence for the real world. Harvard Business Review, 96 (1), 108-116.
Campbell, C. and Farrell, J.R. (2020). More than meets the eye: The functional components underlying influencer marketing. Business Horizons, 63 (4), 469-479

Learning outcomes

The intended subject specific learning outcomes.
On successfully completing the module students will be able to:
- Demonstrate knowledge and understanding of the digital marketing environment and its evolution.
- Evaluate the impact of digital technology on marketing activities
- Evaluate the effect of digital technology on customers
- Assess the range and use of key digital marketing tools
- Demonstrate knowledge and understanding of how basic digital marketing content is created.

The intended generic learning outcomes.
On successfully completing the module students will be able to:
- Demonstrate knowledge of the underlying concepts and principles associated with digital marketing
- Link theoretical perspectives to practical situations
- Analyse and interpret information.
- Effectively communicate the results of their study/work accurately and reliably, and with structured and coherent arguments
- Exercise personal responsibility when working independently and/or with others


  1. Credit level 4. Certificate level module usually taken in the first stage of an undergraduate degree.
  2. ECTS credits are recognised throughout the EU and allow you to transfer credit easily from one university to another.
  3. The named convenor is the convenor for the current academic session.
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