Digital Marketing

The details
Essex Business School
Colchester Campus
Postgraduate: Level 7
Monday 09 October 2023
Friday 15 December 2023
15 August 2023


Requisites for this module



Key module for

MSC N50012 Digital Marketing and Analytics,
MSC N50024 Digital Marketing and Analytics

Module description

This module focuses on a comprehensive understanding of the impact of 'digital' on the world of Marketing. It discusses the changing nature of business and consumer behaviour, communication, and market research.

The module allows the students to investigate current practical and theoretical issues within the Digital Marketing and Social Media field. It 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 students with a solid theoretical and managerial knowledge on digital marketing
    and social media and its great impact of businesses and consumers alike.

  • To critically assess the effectiveness of current digital marketing strategies and to address
    its challenges.

Module learning outcomes

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

  1. Demonstrate a comprehensive understating of the critical role of digital technologies in marketing.

  2. Identify and evaluate the changing nature of Business and Consumer behaviour in a digital world.

  3. Critically assess the effectiveness of current digital marketing strategies and address its challenges

Skills for Your Professional Life (Transferable Skills)

This module adopts a philosophy of experiential learning and aims to develop and further improve your employability skills in order to enhance your status as a graduate with impact.

Some of the skills you will develop/improve in this module are:

  1. Teamwork and leadership skills as you will be invited to work within team on assessing/ analysing key issue in the world of digital marketing.

  2. Communication skills (oral and written) required for in-class presentations as well as your written coursework.

  3. Excellent organisational skills manifested in the management of your own project meeting various deadlines and prioritising tasks.

  4. Employability, this module will give you the chance to work closely with local businesses and/or local employers giving you a taste of the "real world" of Digital Marketing.

In addition, students will be expected to improve or develop the following transferable skills:

  1. Critical thinking and problem solving manifested in discussions of life examples of digital marketing strategies of businesses.

  2. Research skills especially those that are most relevant to the digital environment.

  3. You will have the chance to meet a digital marketing employer who will be a visiting lecturer on this module.

  4. You will be encouraged to do informal presentation and written statements, thus enhancing your presentation and communication skills.

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 processes.

The module is of an advanced nature insofar as it has been designed to encourage you to think critically about the practices underpinning digital marketing and about the concepts and frameworks that are invoked to explore and to explain the use of digital marketing and social media.

Learning and teaching methods

This module will be delivered via:

  • One 3-hour session per week.

Each session will consist of a formal lecturer-led presentation on the topic under discussion, followed by interactive workshop-style case studies that will provide the opportunity for students to relate the conceptual frameworks to practical cases. 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.

Independent study

Reading journal articles and recommended textbook chapters.You must engage with the material on Moodle and any materials that are emailed to you or provided in the lecture sessions. You must also undertake your own research into the topics introduced within the module.

Students should expect to spend at least 10 hours a week studying forit if you hope to pass successfully. This means at least 7 hours of reading and study each week, in addition to the three 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.


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   2,500 word essay  14/12/2023  100% 
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 Abhisek Kuanr and Tony Sampson



External examiner

Dr Stephanie Anderson
Available via Moodle
Of 29 hours, 29 (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

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