Principles of Digital and Social Media Marketing - BUSN9137

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Module delivery information

Location Term Level1 Credits (ECTS)2 Current Convenor3 2024 to 2025
Autumn Term 7 15 (7.5) Yu-Lun Liu checkmark-circle


This module introduces students to the fast-moving world of digital marketing technologies and their applications. It presents theoretical frameworks and models which are relevant to digital marketing practice. It examines the development of supporting technologies for digital marketing and explores digital channels and their suitability for inclusion for effective integrated online and offline marketing programmes and campaigns.
Indicative topics to be covered are likely to include:
• Introduction to digital and social media marketing
• Online marketplace analysis
• Digital marketing strategy
• The impact of digital media and technology on the marketing mix
• Relationship marketing using digital platforms
• Delivering the online customer experience
• Campaign planning for digital media
• Marketing communications using digital media platforms
• Evaluation and improvement of digital channel performance
• B2C and B2B digital marketing practice


Contact hours

Contact hours: 25
Private study hours: 125
Total hours: 150

Method of assessment

Main Assessment methods:
Individual project 80%:
• E-portfolio 20%
• Individual report, 2500 words (60%)
Group written report, 1500 words (20%)

Reassessment methods:
100% coursework

Indicative reading

Essential Reading
Chaffey, D. and Ellis-Chadwick, F. (2015). Digital Marketing: Strategy, Implementation and Practice. 6th Edition. Pearson. ISBN-10: 1292077611
Recommended reading
Roberts, M. and Zahay, D. (2013). Internet Marketing: Integrating Online and Offline Strategies, 3rd Edition. Cengage Learning. ISBN-10: 1133625908
Ryan, D. (2016). Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation, 4th Edition, Kogan Page. ISBN-10: 0749478438

See the library reading list for this module (Canterbury)

See the library reading list for this module (Medway)

Learning outcomes

The intended subject specific learning outcomes.
On successfully completing the module students will be able to:
- Demonstrate a systematic and comprehensive understanding of the emerging social paradigm fueled by the rise of digital technologies, along with the resultant opportunities, challenges and other implications for marketing practices.
- Critically evaluate and explain the implications of value generation through digital marketing and social media from both theoretical and practical perspectives.
- Critically reflect on the relationship between traditional and digital marketing practices.
- Demonstrate a critical awareness of the main innovations and research directions in digital technology and marketing.

The intended generic learning outcomes.
On successfully completing the module students will be able to:
- Analyse complex business situations by synthesising a variety of sources and pitch solutions.
- Demonstrate effective relationship skills and professionalism.
- Effectively present information and formulate and deliver logical and precise arguments.
- Communicate effectively to a variety of audiences and/or using a variety of methods.


  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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