Digital Marketing and Social Media

The details
Essex Business School
Colchester Campus
Undergraduate: Level 5
Monday 13 January 2025
Friday 21 March 2025
23 February 2024


Requisites for this module
BE400 or BE501


BE530, BE535

Key module for

BSC N2N5 Marketing Management (Including Foundation Year),
BSC NN25 Marketing Management,
BSC NN2M Marketing Management (Including Placement Year),
BSC NNF5 Marketing Management (Including Year Abroad),
MMANNN35 Marketing Management,
MMANNN36 Marketing Management (Including Placement Year),
MMANNN37 Marketing Management (Including Year Abroad),
BSC N260 Business and Human Resource Management,
BSC N261 Business and Human Resource Management (including Placement Year),
BSC N262 Business and Human Resource Management (including Year Abroad),
BSC N263 Business and Human Resource Management (Including Foundation Year)

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.

Module aims

The aims of this module are:

  • To provide 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

  • To highlight the necessity of an integrated approach to digital marketing, traditional
    marketing and business strategy.

Module learning outcomes

By the end of this module, students will be expected to be able to:

  1. To be able to identify and explain the vital importance of digital techniques in modern marketing.

  2. To analyse and understand digital marketing strategies and techniques in theory and practice.

  3. 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)

  1. 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).

  2. Develop your digital/technical fluency through the ability to evaluate various digital marketing communications channels.

  3. Improve your marketing-specific research skills through surfing various digital databases like Mintel.

  4. Enhance your critical thinking, through contrasting various digital marketing campaigns.

  5. Enhance your commercial awareness through inviting guest speakers who are currently work in the industry.

Module information

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

Learning and teaching methods

This module will be delivered via:

  • One 2-hour integrated session per week.


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 –  (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.

Independent Study

Reading journal articles and recommended textbook chapters.

In order to pass this module, students 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.


This module does not appear to have a published bibliography for this year.

Assessment items, weightings and deadlines

Coursework / exam Description Deadline Coursework weighting
Coursework   BE518 Assignment     
Exam  Main exam: Remote, Open Book, 24hr during Summer (Main Period) 
Exam  Reassessment Main exam: Remote, Open Book, 24hr during September (Reassessment Period) 

Exam format definitions

  • Remote, open book: Your exam will take place remotely via an online learning platform. You may refer to any physical or electronic materials during the exam.
  • In-person, open book: Your exam will take place on campus under invigilation. You may refer to any physical materials such as paper study notes or a textbook during the exam. Electronic devices may not be used in the exam.
  • In-person, open book (restricted): The exam will take place on campus under invigilation. You may refer only to specific physical materials such as a named textbook during the exam. Permitted materials will be specified by your department. Electronic devices may not be used in the exam.
  • In-person, closed book: The exam will take place on campus under invigilation. You may not refer to any physical materials or electronic devices during the exam. There may be times when a paper dictionary, for example, may be permitted in an otherwise closed book exam. Any exceptions will be specified by your department.

Your department will provide further guidance before your exams.

Overall assessment

Coursework Exam
40% 60%


Coursework Exam
40% 60%
Module supervisor and teaching staff
Dr Maged Ali, email:
Dr Maged Ali & Dr Shakaib Akram Ms Rasha Elsawy



External examiner

Dr Muhammad Asif Khan
Available via Moodle
Of 6 hours, 6 (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), module, or event type.


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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