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Session: 2022/23

Last modified: 14/04/2020 11:14:25

Title of Module: Digital Marketing Practice

Code: MARK11020 SCQF Level: 11
(Scottish Credit and Qualifications Framework)
Credit Points: 20 ECTS: 10
(European Credit Transfer Scheme)
School:School of Business & Creative Industries
Module Co-ordinator:Theofilos  Tzanidis

Summary of Module

This module will draw upon modern digital marketing practices and traditional marketing theory with a focus on the digital marketing needs of companies operating in both the B2B and B2C sectors. The nature of Digital Marketing necessitates a need to be up-to-date with current practices and developments within the industry and for graduates to be able to make an immediate and effective contribution to an organisation's digital presence. Students completing this module will be expected to master essential digital marketing practices suchs as Social media management, Search Engine Optimisation (SEO), PPC Campaign Management, Inbound Marketing Management & Content Management and work productively with Big Data management fed through online performance which will be inherited from assesment output. This module will provide the practical skills, enabling students to enhance their employabilty status.

Teaching methods will incorporate many aspects of the digital world in the teaching practice; website development, social media, analytical tools, data mining, and will utilise both online and offline marketing tools to deliver module material.

The learning experience is intended to be flexible and student centred, aiming to deliver an interactive learning experience. Students will have the opportunity to develop, as part of the module assessments an online portfolio of competencies that will sharpen their practical skills. Students will also be encouraged to develop critical skills and produce material consistent with both academic and current industry requirements.

Module Delivery Method
Face-To-FaceBlendedFully OnlineHybridCHybridOWork-based Learning
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Term used to describe the traditional classroom environment where the students and the lecturer meet synchronously in the same room for the whole provision.

A mode of delivery of a module or a programme that involves online and face-to-face delivery of learning, teaching and assessment activities, student support and feedback. A programme may be considered “blended” if it includes a combination of face-to-face, online and blended modules. If an online programme has any compulsory face-to-face and campus elements it must be described as blended with clearly articulated delivery information to manage student expectations

Fully Online
Instruction that is solely delivered by web-based or internet-based technologies. This term is used to describe the previously used terms distance learning and e learning.

Online with mandatory face-to-face learning on Campus

Online with optional face-to-face learning on Campus

Work-based Learning
Learning activities where the main location for the learning experience is in the workplace.

Campus(es) for Module Delivery
The module will normally be offered on the following campuses / or by Distance/Online Learning: (Provided viable student numbers permit)
Paisley:Ayr:Dumfries:Lanarkshire:London:Distance/Online Learning:Other:
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Term(s) for Module Delivery
(Provided viable student numbers permit).
Term 1check markTerm 2


Term 3


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Learning Outcomes: (maximum of 5 statements)

On successful completion of this module the student will be able to:

L1. To evaluate and apply digital marketing practices in a wide range of business environments

L2. To assess, in a critical manner, advanced models, techniques and concepts of digital marketing in an international context

L3. To critically analyse and evaluate the application of traditional marketing concepts, models and techniques across a wide range of business environments

L4. To critically examine the impact of current international advances in digital technologies and their effect upon traditional marketing management practices

Employability Skills and Personal Development Planning (PDP) Skills
SCQF Headings During completion of this module, there will be an opportunity to achieve core skills in:
Knowledge and Understanding (K and U) SCQF Level 11.

Students should demonstrate a detailed knowledge and understanding of the principal areas, features, boundaries, development and terminology of digital marketing theories & techniques delivered through recent international academic and industrial studies. A systematic understanding of the established theories, concepts and principles of digital marketing strategy from inception to strategy implementation.

Practice: Applied Knowledge and Understanding SCQF Level 11.

Applying knowledge gained from internal and external speakers
Applying knowledge gained from personal research and demonstrating this by creating a webpage / blog based on their own ideas and topics.

Generic Cognitive skills SCQF Level 11.

Providing solutions to specific issues being experienced in the field of digital marketing
Making critical judgements and evaluations from sources where information is incomplete or unclear.Critically identify, define, conceptualize and analyze complex level problems and issues relating to digital marketing strategy.

Communication, ICT and Numeracy Skills SCQF Level 11.

Engaging in formal and informal discussions and debates with internal and external presenters
Using a range of software systems to demonstrate their skills with particular digital marketing applications

Autonomy, Accountability and Working with others SCQF Level 11.

Working effectively as a part of a team to develop learning resources for other students
Taking responsibility for individual actions within a team. Systematically identify and address their own learning needs, making use of research and professional sources as appropriate.

Pre-requisites: Before undertaking this module the student should have undertaken the following:
Module Code:
Module Title:
Co-requisitesModule Code:
Module Title:

* Indicates that module descriptor is not published.

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Learning and Teaching
Teaching methods will incorporate many aspects of the digital world in the teaching practice, and the programme will utilise both online and offline marketing tools to deliver module material. The learning experience is intended to be flexible and student centred, aiming to deliver an interactive learning experience. The structure of the delivery of this module will incorporate the one hour lecture with a following hour of guest speakers, student presentations and in-class debates. In order to support our students practical skills development the module will introduce one hour lab/workshops. During these workshops students will develop the capacity to create a website/blog and learn to manage social media promotion channels.
Learning Activities
During completion of this module, the learning activities undertaken to achieve the module learning outcomes are stated below:
Student Learning Hours
(Normally totalling 200 hours):
(Note: Learning hours include both contact hours and hours spent on other learning activities)
Lecture/Core Content Delivery24
Laboratory/Practical Demonstration/Workshop24
Asynchronous Class Activity30
Independent Study122
200 Hours Total

**Indicative Resources: (eg. Core text, journals, internet access)

The following materials form essential underpinning for the module content and ultimately for the learning outcomes:

Digital Marketing: A Practical Approach, (2014), Alan Charlesworth (core textbook)

Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation, (2014) Ryan,D.

Digital Marketing: Integrating Strategy and Tactics with Values (2014), Kaufman and Horton

Digital Marketing Strategies for Online Success, (2009) Parkin, J

Digital Marketing Anayltics: Making Sense of Consumer Data in a Consumer World
(2013),Hemann, C and Burbary, ?

Predictive Analytics, Data Mining and Big Data (Business in the Digital Economy),
(2014),Finlay, S

(**N.B. Although reading lists should include current publications, students are advised (particularly for material marked with an asterisk*) to wait until the start of session for confirmation of the most up-to-date material)

Engagement Requirements

In line with the Academic Engagement Procedure, Students are defined as academically engaged if they are regularly engaged with timetabled teaching sessions, course-related learning resources including those in the Library and on the relevant learning platform, and complete assessments and submit these on time. Please refer to the Academic Engagement Procedure at the following link: Academic engagement procedure

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Supplemental Information

Programme BoardMarketing, Innovation, Tourism & Events
Assessment Results (Pass/Fail) No
Subject PanelMarketing, Innovation, Tourism & Events
ModeratorEileen Conlan
External ExaminerDiane Morrad
Accreditation Details
Version Number


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Assessment: (also refer to Assessment Outcomes Grids below)
Consultation with a live business or development of a new product or service idea, preparation of an extensive report and subsequent delivery of suggested digital marketing strategy approach, including presentation of key findings and recommendations (60%).
Development of a digital marketing website/blog, including social media promotion and analytic performance analysis. (40%)
(N.B. (i) Assessment Outcomes Grids for the module (one for each component) can be found below which clearly demonstrate how the learning outcomes of the module will be assessed.
(ii) An indicative schedule listing approximate times within the academic calendar when assessment is likely to feature will be provided within the Student Handbook.)

Assessment Outcome Grids (Footnote A.)

Component 1
Assessment Type (Footnote B.) Learning Outcome (1) Learning Outcome (2) Learning Outcome (3) Learning Outcome (4) Weighting (%) of Assessment ElementTimetabled Contact Hours
Report of practical/ field/ clinical workcheck mark check mark 600

Component 2
Assessment Type (Footnote B.) Learning Outcome (1) Learning Outcome (2) Learning Outcome (3) Learning Outcome (4) Weighting (%) of Assessment ElementTimetabled Contact Hours
Workbook/ Laboratory notebook/ Diary/ Training log/ Learning log check mark check mark400
Combined Total For All Components100% 0 hours

A. Referred to within Assessment Section above
B. Identified in the Learning Outcome Section above

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  1. More than one assessment method can be used to assess individual learning outcomes.
  2. Schools are responsible for determining student contact hours. Please refer to University Policy on contact hours (extract contained within section 10 of the Module Descriptor guidance note).
    This will normally be variable across Schools, dependent on Programmes &/or Professional requirements.

Equality and Diversity
Every effort will be made by the University to accommodate any equality and diversity issues brought to the attention of the School. The module has been designed to reflect increases in the diversity of the student body and in this respect, the approach is 'learner-centre'. Staff are expected to work alongside students and learning support staff to personalise the delivery of the module. This module offers students the opportunity to celebrate difference in personal, academic and employability skills. Through problem-based activities, students are encouraged to explore and share diverse experience of learning and skills development.
UWS Equality and Diversity Policy
(N.B. Every effort will be made by the University to accommodate any equality and diversity issues brought to the attention of the School)

2014 University of the West of Scotland

University of the West of Scotland is a Registered Scottish Charity.

Charity number SC002520.