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Session: 2022/23

Last modified: 25/01/2021 14:22:57

Title of Module: Digital Marketing Strategy

Code: LNDN11005 SCQF Level: 11
(Scottish Credit and Qualifications Framework)
Credit Points: 15 ECTS: 7.5
(European Credit Transfer Scheme)
School:School of Business & Creative Industries
Module Co-ordinator:Karina  McGowan

Summary of Module

This module is practical in focus and will allow for the opportunity to apply learnings from the previous digital marketing module, ‘ Theoretical Perspectives in Digital Marketing.’ This knowledge will underpin strategic decision making in the development of digital marketing strategy and ultimately encourage students to research, question, debate, plan and evaluate effective digital marketing strategy.

Throughout the module students will critically compare the tactical use of digital marketing channels in achieving strategic digital marketing communication objectives. As a result, they will be able to recommend optimal digital strategy and effective means to evaluate campaign success.

The module will be delivered in workshop format whereby students will engage in workshops designed to enhance their understanding of online market-place analysis, objective setting, integrated digital marketing strategy development, budgeting and selecting the digital media mix, implementation of digital marketing tactics, and evaluation and improvement of digital channel performance. Students will also develop a critical awareness of content marketing including message development and creative.

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 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. Develop digital marketing strategy that is underpinned by an advanced understanding of relevant market and consumer research and understanding of a wide range of digital marketing channels

L2. Demonstrate the ability to develop creative digital content suitable for b2b/b2c audiences utilising appropriate forms of messaging

L3. Demonstrate a critical understanding of the use of analytics in monitoring, developing and analysing digital marketing strategy

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.

Demonstrate a critical understanding of a range of specialised theories, concepts and principles in the development of digital marketing strategy.

Demonstrate extensive, detailed and critical knowledge and understanding of the digital marketing communication mix

Demonstrate a critical awareness of current issues in digital marketing throughout the digital marketing planning process

Practice: Applied Knowledge and Understanding SCQF Level 11.

Apply knowledge, skills and understanding in using a significant range of the principal professional skills, techniques, practices and/or materials associated with the planning and development of digital marketing strategy

Apply knowledge, skills and understanding in demonstrating originality and creativity in the development of digital marketing communication ideas and content

Apply knowledge, skills and understanding to practise in a professional level context

Generic Cognitive skills SCQF Level 11.

Develop original and creative responses to problems and issues.

Critically review, consolidate and extend knowledge, skills, practices and thinking with regards to the relevant market and consumer research underpinning your digital marketing strategy

Deal with complex issues and make informed judgements in situations in the absence of complete or consistent data/information.

Communication, ICT and Numeracy Skills SCQF Level 11.

Develop digital marketing strategy that will allow you to communicate, using appropriate methods, to a range of audiences with different levels of knowledge/expertise.

Communicate with peers effectively and professionally

Use a wide range of digital marketing platform/applications to experiment with, support and enhance work at this level

Autonomy, Accountability and Working with others SCQF Level 11.

Exercise substantial autonomy and initiative in professional and equivalent activities.

Take responsibility for own work and/or significant responsibility for the work of others.

Practice in ways which draw on critical reflection on own and others’ roles and responsibilities.

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
This module has a practical focus and will be delivered via a series of interactive and collaborative workshops. The workshops will be developed to encourage students to research, question, debate, plan and evaluate effective digital marketing strategy. They will gradually approach each of the stages of digital marketing communications planning in order to apply their knowledge. Students will be encouraged to develop digital materials and content and to present ideas, reasoning and outputs to the class. Formative feedback on ideas and applications will be a necessary component of the workshops. Students will be encouraged to reflect on, develop and refine their ideas as the weeks develop and will become skilled in the practical implementation of digital marketing.
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)
Laboratory/Practical Demonstration/Workshop21
Asynchronous Class Activity21
Independent Study108
150 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:

Kingsnorth, S. (latest edition) Digital Marketing Strategy, An integrated approach to online marketing, London: Kogan Page.

Chaffey, D. and Ellis-Chadwick, F. (latest edition) Digital Marketing, Strategy, implementation and practice, London: Pearson.

(**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 and Events
External ExaminerTBC
Accreditation Details
Version Number


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Assessment: (also refer to Assessment Outcomes Grids below)
The assessment for this module involves the development of a digital marketing strategy and supporting visual mock ups/video content. This will be worth 100% of the module mark. The word count for the digital marketing strategy is 3000 words.
(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) Weighting (%) of Assessment ElementTimetabled Contact Hours
Portfolio of practical workcheck markcheck markcheck mark1000
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
The Equality, Diversity and Human Rights policy underpins student engagement. We aim to make UWS a fair and equal place to study an institution which addresses specific issues covering all aspects of equality, diversity and human rights. Where required module assessment will be adapted to meet student requirements.
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.