Digital Marketing Strategy - BUSN5870

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Module delivery information

Location Term Level1 Credits (ECTS)2 Current Convenor3 2024 to 2025
Autumn Term 5 15 (7.5) Desmond Laffey checkmark-circle


All brands face competition and need to seize opportunities from digital marketing. You'll acquire the tools and knowledge to understand the digital economy and how to make data-driven decisions. Explore topics such as cloud computing and the sharing economy and how digital requires the integration of online and offline assets in the multi-channel model. A variety of digital marketing tools will be used in teaching to create a competitive advantage for your career in the digital world.


Contact hours

Total contact hours: 22
Private study hours: 128
Total study hours: 150

Method of assessment

Main assessment methods:
VLE Test (20%)
Individual Report – 1000 words (20%)
2 hour exam (60%)

Reassessment method:
100% exam

Indicative reading

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

Chaffey, D., Smith, P. (2008) eMarketing eXcellence. Planning and optimizing your digital marketing. San Diego: Butterworth Heinemann,.

Reynolds, J. (2012) E-Business – A Management Perspective, Oxford: Oxford University Press,

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

Bailey, J.P., and Bakos, J.Y. (1997) 'An Exploratory Study of the Emerging Role of Electronic Intermediaries'. International Journal of Electronic Commerce 1 (3). pp. 7-20.

Furnell, S. (2007) 'Making security usable: Are things improving?', Computers and Security, 26(6), pp. 434-443

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:
- understand the threats, security and other, posed by digital marketing
- demonstrate both knowledge and understanding of how the Internet and other platforms (e.g. mobile) support digital marketing
- apply underlying business and marketing concepts to understand the relationship between digital marketing strategy and the wider organisation
- critically evaluate how digital marketing strategy differs across business sectors
- critically assess the key issues in the development and implementation of digital marketing strategy
- demonstrate a critical appreciation of the importance, and limitations, of business models in digital marketing strategy

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 5. Intermediate level module usually taken in Stage 2 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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