Digital Marketing Applications - BUSN6020

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Module delivery information

Location Term Level1 Credits (ECTS)2 Current Convenor3 2024 to 2025
Spring Term 6 15 (7.5) Desmond Laffey checkmark-circle


The module looks at how digital marketing applications can be used by modern organisations. The module considers the fundamental technologies that support digital marketing along with the regulatory and societal challenges that must be taken into account, for example, privacy and data protection. The methods available to attract customers through digital marketing are covered making a distinction between paid methods, such as sponsored search, and non-paid methods, such as an organisation's own social media assets. Issues around loyalty are considered especially in the context of falling search costs which enable customers to switch providers.
The unique nature of digital products, for example music downloads or video streaming, are outlined with the marketing challenges and opportunities this presents. The module stresses the importance of implementation, using applied examples, and the uncertainty involved.

Indicative topics are: The digital marketing environment; Enabling technologies for digital marketing; Website design, implementation and analysis; Social media; Social commerce; Customers in the Internet age: knowing, reaching & retaining the customer; Network effects and versioning; Loyalty, Customer Relationship Management and Data Mining; E-Marketing campaigns; Brands in the Internet age; Data protection, privacy and legal issues; Digital marketing and globalisation


Contact hours

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

Method of assessment

Main assessment methods:
Computer Exercise (20%)
Individual Report – 800-1200 words (20%)
Exam, 2 hours (60%)

Reassessment method:
100% Exam

Indicative reading

Gay, R., Charlesworth, A. and Esen, R. (2007) Online Marketing: A Customer Led Approach, Oxford: Oxford University Press.

Chaffey, D., Mayer, D., Johnston, K and Ellis-Chadwick, F. (2012) Digital Marketing: Strategy, Implementation and Practice 5th Edition, London: Financial Times Prentice Hall.

Ryan, D., and Jones, C. (2012) Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation 2nd Edition, London: Kogan Page

Stephen, A.T. and Toubia O. (2010) 'Deriving Value from Social Commerce Networks', Journal of Marketing Research, 47 (April), pp. 215–28.

Laffey, D. (2007) 'Paid search: the innovation that changed the Web', Business Horizons, 50 (3), 211-218.

See the library reading list for this module (Canterbury)

Learning outcomes

The intended subject specific learning outcomes.
On successfully completing the module students will be able to:
- demonstrate both knowledge and understanding of the regulatory and societal challenges faced in the digital marketing arena
- demonstrate a critical appreciation of the range of tools that support digital marketing and how they can be integrated
- demonstrate a critical awareness of the key issues in customer acquisition & loyalty in digital marketing
- critically assess the unique characteristics of digital products and how they are marketed
- demonstrate understanding of the implementation issues involved in digital marketing and the uncertainty involved
- critically appraise the role of social media marketing and its limitations.

The intended generic learning outcomes.
On successfully completing the module students will be able to:
- plan, work and study independently using relevant resources
- organise and present analysis as a considered viewpoint
- find, select, organise and synthesise complex information
- contribute effectively to organisational decision-making
- prepare for a career involving digital marketing
- work in interdisciplinary areas


  1. Credit level 6. Higher level module usually taken in Stage 3 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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