Course Information Undergraduate prospectus

Introduction to Digital Marketing L4

Course summary

Course code: MARK1224
Level: 4
Credits: 15
School: Business Faculty
Department: Marketing, Events and Tourism
Course Coordinator(s): Matthew Housden


Pre and co requisites



The aim of this course is to explore the ever-changing digital landscape and cultivate skills for increasing digital marketing effectiveness. It provides the skills needed to support and improve marketing activities and identifies the difficulties and opportunities within the digital environment. It highlights the iterative nature of digital marketing and focuses on monitoring and measurement to improve marketing effectiveness.

Learning outcomes

On successful completion of this course a student will be able to:

1. Understand the opportunities and challenges presented through the disruptive digital environment
2. Demonstrate how key digital tools can support and enhance marketing
3. Develop digital activities to support and enhance multichannel marketing
4. Apply the key principles involved in monitoring and measuring digital marketing effectiveness

Indicative content

7 Ps and the role of digital in the extended marketing mix, digital communications mix and coordination, digital channels, analytics and measurement, technology adoption and diffusion, misalignment of international development, real-time marketing, diminishing attention span, multi-screening, word of mouth in social networks.

Teaching and learning activity

1 hour lecture and 1 hour seminar per week or equivalent through block teaching (textual and video material; group work, as appropriate). Due to the practical nature of the course, block teaching may be more suitable to give students ample time to develop the practical skills required.


Portfolio - 100% weighting, 40% pass mark. Outline Details - Various tasks. 3000 words.

Formative Assessment - In class review of various elements of the portfolio and peer review of other elements.