Digital Marketing and Social Media

The details
Essex Business School
Colchester Campus
Undergraduate: Level 5
Sunday 17 January 2021
Friday 26 March 2021
11 June 2020


Requisites for this module



Key module for

BSC N200 Business Management,
BSC N201 Business Management (Including Foundation Year),
BSC N202 Business Management (Including Year Abroad),
BSC N204 Business Management (Including Placement Year),
BA N1R9 Business Management with a Modern Language,
BSC N2N5 Management and Marketing (Including Foundation Year),
BSC NN25 Management and Marketing,
BSC NN2M Management and Marketing (Including Placement Year),
BSC NNF5 Management and Marketing (Including Year Abroad),
MMANNN35 Marketing and Management,
MMANNN36 Marketing and Management (Including Placement Year),
MMANNN37 Marketing and Management (Including Year Abroad)

Module description

This module has been designed to advance your appreciation of (i) the academic field of study concerned with marketing and digital media and (ii) the challenges and opportunities it affords to marketers, consumers, organisations and society at large.
Marketing practices have dramatically changed with the rise of social media, mobile apps and new technological developments in devices, platforms, and applications. The rapid evolution of the digital environment presents new opportunities and challenges for marketers.
Through a combination of theory, case studies, best practice examples, current news items, and assignments, students will learn how the internet is now integrated into all the marketing functions and activities of modern businesses, as well as the important changes brought by the internet in terms of the business environment and consumer behaviour upon social and cultural forms and processes.

Module aims

The aim of this module is to provide students with:
* a thorough understanding of the main theories and principles of digital marketing;
* to provide practical skills and knowledge in the areas of digital marketing and social media engagement; and
* it will highlight the necessity of an integrated approach to digital marketing, traditional marketing and business strategy.

Module learning outcomes

On successful completion of the module, students will be able to:
* To be able to identify and explain the vital importance of digital techniques in modern marketing.
* To analyse and understand digital marketing strategies and techniques in theory and practice.
* To critically explore and reflect on the underlying themes and principles of the dynamic world of digital marketing.

Skills for Your Professional Life (Transferable Skills)

a) Enhance your writing skills: through developing your essay for the coursework you would be able to gain various academic writing skills (i.e. clarity, criticality and referencing).
b) Develop your digital/technical fluency through the ability to evaluate various digital marketing communications channels.
c) Improve your marketing-specific research skills through surfing various digital databases like Mintel.
d) Enhance your critical thinking, through contrasting various digital marketing campaigns.
e) Enhance your commercial awareness through inviting guest speakers who are currently work in the industry.

Module information

No additional information available.

Learning and teaching methods

The module is normally delivered through 10 x 1-hour lectures. In academic year 2020-2021 the delivery is likely to be different and involve online learning. Normally, lectures consist of an introduction to and an overview of the subject. You should NOT expect the lecture to cover all of the relevant material. To complete this module successfully you will need to complete the additional reading each week. It is best to think of the lectures as providing a map of a particular concept or topic. To give you a bigger picture in the lectures, we cannot provide detail on all of the sub-topics. It is your job as the student to fill in these details by reading from the textbook, the recommended readings, and from your own literature searches in the library and using scholarly search engines. If you are unsure how to search for literature and information or are not completely sure what are acceptable sources of reliable knowledge, please ask your class tutors or lecturers. Corporate websites, Wikipedia and lecture notes from other on-line sources are not enough to pass this module. You should also avoid using multiple textbook sources. Please arrive on time – the lecture slot is only 50 minutes (to allow time to vacate the room), so will begin promptly. We will invite various external speakers throughout the term so please make sure your behaviour is courteous and professional at all times during lectures. Classes: 9 x 1-hour weekly classes starting on the second week of term Classes are an essential and compulsory part of the module. Classes are interactive and will involve discussion, debate and student led presentations. Second year students find classes particularly useful to develop their understanding of particular topics in more depth. Preparation for, and participation in, class discussions has been shown to considerably improve student performance on modules. We expect you to undertake the preparatory reading and note taking, and to attend and participate in your weekly class. Please note - the assessment of this module is closely based on your class preparation and participation (see Assessment, below). Independent study: Reading journal articles and recommended textbook chapters In order to pass BE518 you must engage with the material on Moodle and any materials that are emailed to you or provided in the lectures or the seminars. You must also undertake your own research into the topics introduced within the module. This is a full-time module and you should expect to spend at least 10 hours a week studying for it if you hope to pass successfully. This means at least eight hours of reading and study each week, in addition to the two hours of teaching. Readings will be provided in good time before each session and it is vital that students undertake the required reading prior to the session in order to gain as much value as possible from the case studies. Some materials will be placed on Moodle throughout the module. However, this is not a proxy for attendance! Some slides will be put up on Moodle but will not contain as much information as given during the sessions. For this reason, we suggest that you print off the slides in a handout form the day before (when they will become available on Moodle) so you can bring them along to the lecture and use them as a basis for your note-taking. We will also at times post case studies and other texts needed for the weekly sessions. You can log on to Moodle using your Essex username and password at I will have office hours every week. During these hours, you will be welcome to come and discuss various aspects of the module or your assessment. However, I am not there to tell you what the 'answers' are regarding the assessments. The more work you have done before you come and see me, the more fruitful the discussion will be. Office hours can be found on the EBS PGT Moodle page.


  • Chaffey, Dave; Ellis-Chadwick, Fiona. (2019) Digital marketing, Harlow: Pearson.

The above list is indicative of the essential reading for the course. The library makes provision for all reading list items, with digital provision where possible, and these resources are shared between students. Further reading can be obtained from this module's reading list.

Assessment items, weightings and deadlines

Coursework / exam Description Deadline Weighting
Coursework   BE518 Assignment     
Exam  120 minutes during Summer (Main Period) (Main) 

Overall assessment

Coursework Exam
40% 60%


Coursework Exam
40% 60%
Module supervisor and teaching staff
Dr Maged Ali, email:
Dr Maged Ali



External examiner

Mr Ben Lowe
University of Kent
Professor of Marketing
Available via Moodle
Of 65 hours, 65 (100%) hours available to students:
0 hours not recorded due to service coverage or fault;
0 hours not recorded due to opt-out by lecturer(s).


Further information
Essex Business School

* Please note: due to differing publication schedules, items marked with an asterisk (*) base their information upon the previous academic year.

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