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Session: 2022/23

Last modified: 14/04/2020 11:14:52

Title of Module: Digital Marketing Theory

Code: MARK11021 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. It builds on the knowledge developed during Digital Marketing Practice (1) and builds upon practical digtal foundations by focusing on current digital marketing strategies, theories and models drawn from both academia and industry.  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 theories and management practices such as Social media management, Online new product/service development and digital innovation approaches, digital account management, inbound marketing management and online customer insights and work productively with Big Data analysis, and current online marketing research methods. Students will also have the opportunity to interact with online data collection methodologies, a useful addition to their current academic research toolbox.  This module will provide the theoretical frameworks and contemporary digital strategy skills, enabling students to be competitive Global Digital Marketing citizens.

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


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 1


Term 2check markTerm 3


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Learning Outcomes: (maximum of 5 statements)

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

L1. Critically examine and analyse the need for, and impact of, digital marketing in the modern business

L2. Critically evaluate advanced theories and frameworks of digital marketing strategies in an international organisational context

L3. Critically analyse and evaluate the application of traditional marketing concepts, models and techniques in today's digital business strategy

L4. Demonstrate the ability to conceptualise, develop and implement digital marketing strategies using both international academic and industrial resources.

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.

Evolve a wider and systemised knowledge and understanding of the main theoretical frameworks underpinning traditional and digital marketing theories in different market sectors.

Developing a critical understanding of the principal theories of marketing and the challenges of translating these into digital practice.

Practice: Applied Knowledge and Understanding SCQF Level 11.

Plan and execute a significant project of individual study using both marketing intelligence and scholar output .

Generic Cognitive skills SCQF Level 11.

Undertaking critical analysis, evaluation and synthesis of ideas, concepts and information from a wide range of sources

Drawing on a range of sources in making informed judgements and being capable of discernment, with respect to these sources

Communication, ICT and Numeracy Skills SCQF Level 11.

Evaluation of material gathered from individual research and critical assessment of research contributions of others to lead to general conclusions.

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

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 that will be of benefit both the lecturer and the student. 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 content and learn to promote it through social media 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: Integrating Strategy and Tactics with Values, (2014),Ira Kaufman (Core Text Book)

Digital Branding: A Complete Step-by-Step Guide to Strategy, Tactics and Measurement, (2014), Daniel Rowles

How to Measure Digital Marketing: Metrics for Assessing Impact and Designing Success, (2013), Laurent Flores

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

(**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
ModeratorDr. Emma Reid
External ExaminerDiane Morrad
Accreditation Details
Version Number


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Assessment: (also refer to Assessment Outcomes Grids below)
Individual critique of a promotional campaign, preparation of an extensive report and subsequent delivery of suggested content strategy, including presentation of key findings and recommendations (50%).
Group/ individual Report (including presentation) worth 50% of the overall mark, based on the concept of digital marketing mix development.
(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
Dissertation/ Project report/ Thesischeck mark  check mark500

Component 2
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 work check markcheck mark 500
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.