Digital Marketing: Models and Analytics - BUSN9067

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Module delivery information

Location Term Level1 Credits (ECTS)2 Current Convenor3 2022 to 2023
Spring Term 7 15 (7.5) Desmond Laffey checkmark-circle


The module aims to equip students with the knowledge to participate in the digital marketing efforts of organisations.

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


Contact hours

Total contact hours: 24
Private study hours: 126
Total study hours: 150

Method of assessment

Main assessment methods
Extended Essay (3000 words) (70%)
Moodle Quiz 1 (7.5%)
Moodle Quiz 2 (7.5%)
Group Presentation (15%)

Reassessment method:
100% coursework

Indicative reading

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

Reynolds, J. (2010) E-Business: A Management Perspective, Oxford University Press

Chaffey, D. (2009) E-business and e-commerce management strategy, implementation and practice, Financial Times-Prentice Hall.

Shapiro, C. and Varian, H.R. (1999), Information Rules: A Strategic Guide to the Network Economy, Boston, Massachusetts, Harvard Business School Press

Zott C. and Amit, R. (2010) Business Model Design: An Activity System Perspective, Long Range Planning, 43(2-3), 216-226.

Pitt, L.F., Parent, M., Junglas, I., Chan, A., and Spyropoulou, S. (2011) 'Integrating the smartphone into a sound environmental information systems strategy:
Principles,Practices and a research agenda', The Journal of Strategic Information Systems, 20(1), pp27-37.

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:
- Evaluate the role of the Internet and other digital technologies in marketing
- Assess the threats faced in the digital marketing environment
- Appraise the crucial issues in the implementation of digital marketing across different business sectors
- Critically analyse the nature of digital products and the implications this has for marketing
- Evaluate the different methods of attracting and retaining online customers
- Critically evaluate the role of social media marketing and its limitations.

The intended generic learning outcomes.
On successfully completing the module students will be able to:
- Negotiate and work with peers
- Work under own initiative
- Take a synoptic view of business
- Address problems
- Present a logical case/argument


  1. Credit level 7. Undergraduate or postgraduate masters level module.
  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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