Digital Marketing module (BU52025)

Learn and practise key marketing skills including website design, social media strategy, search engine optimisation, content marketing, and analytics.

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Module code


Increase your knowledge of digital marketing, understand the impact of digital media on culture, consumers, and consumption. Develop your skills using interactive platforms for both business and social contexts.

What you will learn

In this module, you will:

  • understand how digital marketing is influenced by and influences culture, consumers and consumption patterns
  • be introduced to Information Communications Technology (ICT) in both business and social contexts
  • explore website design, blogging and social media platforms, and learn how to engage with a digital audience
  • evaluate digital content and design effective marketing strategies
  • understand how the digital world interacts with the offline world
  • study consumer engagement and how it is measured and analysed

By the end of the module, you will be able to:

  • gain a critical understanding of key concepts and principles in digital marketing
  • demonstrate awareness of current marketing issues within digital culture
  • apply digital marketing knowledge to solve business problems, showcasing creativity and originality in content generation and management in team settings

Assignments / assessment

Individual assignment (70%)

  • develop a digital marketing strategy

Group project (30%)

  • create a digital marketing agency website

This module does not have a final exam.

Teaching methods / timetable

This module follows a blended learning approach that focuses on active learning.

As an active learner, you will engage with the module in various ways, including (but not limited to):

  • interactive synchronous lectures
  • self-paced asynchronous learning sessions
  • student-led tutorials with assigned readings
  • multimedia learning materials
  • collaborative group work
Week Topics covered
1 Introduction to Digital Marketing
2 Digital maturity model and digital customer
3 Social media marketing
4 Content curation and distribution
5 Reading Week
6 Keywords and SEO
7 Metrics and analytics
8 Revision



This module is available on following courses: