TNE Collaborative Provision

Module Proforma –Undergraduate

Module title: Digital Marketing
SITS Module Code: 6MARK018C-n
Credit level: 6
Length: Running in semester 1
UK credit value: 20 credits.
ECTS credit value: 10 ECTS.

College and School: School of Business and Economics (SOBE) -WIUT

Module Leader: Dr. Gulnara Karimova

Host Course: MA in International Business Management

Progression and assessment board: Business management and Marketing

Department
Pre-requisites: N/A
Co-requisites: N/A
Study abroad: N/A
Special features: N/A
Access restrictions: N/A
Are the module learning outcomes delivered, assessed, or supported
through an arrangement with organisation(s) other than the University of
Westminster: No
Summary of module content: This course attempts to help students to understand both
functional and management roles required to plan and execute effective Digital Marketing
campaigns. Developing a successful digital marketing strategy and implementation is both an
art and science. It involves in-depth knowledge of dynamics of new media (Social Media,
 Mobile) and utilizing the right resources and marketing skills to design and launch successful
customer engagement campaigns. This module arms students with the essential principles
and practices of marketing in the digital economy. In this business and management module,
students will gain an understanding of how the digital economy works and develop the critical
insights necessary to succeed in e-commerce and digital and social media marketing. The
course also helps students gain an insight how to plan and implement Digital Marketing
initiatives.

Assessment Methods
Rank Assessment Assessment Weightin Qualifying Qualifying set
type name g Mark (where the
minimum mark
required applies
across multiple
assessments)
1 Group written Coursework 40%
report and 1
presentation
2 Individual Coursework 60%
project 2

Learning outcomes
By the end of the module the successful student will be able to:
1. Select and rationalize new models in business to increase profitability
2. Apply digital marketing tools and tactics in the real business
3. Assess successful social media techniques
4. Design e-strategies for the company
5. Gain expertise in developing and executing advanced digital marketing strategies
Course outcomes the module contributes to:
L6.1 Demonstrate core competencies related to the practices of strategic management, project
management, digital marketing, corporate finance (as per selected pathways)
L6.5 Working collaboratively critically examine the strategic and/or operational policies that
managers may adopt to help organisations adapt in business environment
L6.8 Critically assess the processes by which organizations innovate to sustain and improve
their performance (KU);

Indicative syllabus content

1. Introduction to digital marketing
2. Digital marketing plan
3. Digital customers and customer analytics
4. Digital marketing strategy
5. Content marketing and generative AI
6. Human and virtual influencers
7. Search engine optimization: SEO; AI SEO; M2M
8. Social media marketing
9. Using wearables/smart objects and IoT for marketing
10. Mobile marketing and web analytics
11. Digital models
12. Revenue models
13. AI and Marketing Automation

Teaching and learning methods

Lectures will introduce key concepts and theories and provide some relevant practical
examples. Practical classes and workshops will be interactive involving practical workshops,
case analysis, student presentation and reflective learning. It will teach students practical
knowledge by PC-lab presentations and class discussion.

Lectures:
Deliver key theoretical concepts and frameworks.
Provide real-world examples of metric applications.

Case Studies:
Analyze practical marketing scenarios to apply metrics.
Encourage critical thinking and problem-solving.

Group Discussions:
Foster collaboration and idea exchange among students.
Explore diverse perspectives on metric implementation.

Practical Exercises:
Hands-on activities to calculate and interpret metrics.
Bridge theory with practical application.
Practical knowledge by PC-lab presentations and class discussion
Guest Lectures:
Invite industry experts to share insights on metric trends.
Connect theoretical knowledge with industry practices.
Online Resources:
Utilize digital platforms for additional readings and interactive content.
Enhance self-directed learning opportunities.

Assessment:
Evaluate understanding through assignments and quizzes.
Assess application of metrics in real-world scenarios.

Feedback Sessions:
Provide constructive feedback on individual and group performance.
Facilitate continuous improvement in metric analysis skills.

Activity type Category Student learning and

teaching hours*
Lecture Scheduled 24
Seminar Scheduled
Tutorial Scheduled N/A
Project supervisor Scheduled N/A
Demonstration Scheduled N/A
Practical classes and workshops Scheduled 24
Supervised time in studio/workshop Scheduled N/A
Fieldwork Scheduled N/A
External visits Scheduled N/A
Work based learning Scheduled N/A
Scheduled online learning Scheduled N/A
Other learning Scheduled N/A
Total scheduled 48
Placement Placement
Independent study Independent 152
Total student learning and teaching 200
hours
*hours per activity type are indicative and subject to change.
Assessment rationale: why has this
assessment been used for this module?
The module will be assessed via two course works:

 CW1 (40%) comes in the form of in-module practical exercise. The in-module
assessment (40 %) will assess student’s ability to use digital marketing tools and tactics
and their ability to assess work within a team [LO 2]. It is a written report of the outcomes
of practical exercise.

 CW2 (60%) is an individual written practical project designed to assess students’ ability
to apply and use new business models, tools, technics of digital economy [LOs 1, 2, 4].

Assessment criteria: what criteria will be used

to assess my work on this module?
CW1- Practical exercise/ Group written report:
1. Critically evaluate online marketing strategies of segmentation, targeting, and
positioning;
2. Generate strategies to succeed in internet marketplace and design organizational
structures and internal systems to ensure sustainable growth;
3. Link online marketing strategies with offline marketing strategies in a meaningful way;
4. Analyse the web performance of competitors suggest suitable recommendations.

CW2 – Individual practical project:

1. Ability to propose new models which fits into the changing environment of digital era
2. Ability to apply successful social media techniques to achieve success in the social
media campaigns
3. Ability to create e-campaign/e-strategy for business and to justify the rationale of the
strategy

Assessment methods and weightings

Assessment Weighting % Qualifying Qualifying Assessment type

name mark % set
Coursework 1 40% 30% Group written report and
Presentation of analysis of
digital communications
 Coursework 2 60% 30% Individual practica project,
applications of digital tools

The assessment(s) will examine to what extent the student has demonstrated ability to:

 Provide evidence of research relevant to the problem of the coursework

 Provide an appropriate range of supporting evidence (including relevant data)
 Show evidence of application of relevant framework or model
 Develop a structured argument with conclusions linked to evidence
 Use of specified referencing style to acknowledge sources

Synoptic assessment
NA

Sources
Books and Journals

1. Kingsnorth, S. (2022). Digital marketing strategy: an integrated approach to online

marketing. Kogan Page Publishers.
2. Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson uk.
3. Charlesworth, A. (2014). Digital marketing: A practical approach. Routledge.
4. Ryan, D. (2016). Understanding digital marketing: marketing strategies for engaging the
digital generation. Kogan Page Publishers.
5. Wertime, K., & Fenwick, I. (2011). DigiMarketing: The essential guide to new media and
digital marketing. John Wiley & Sons.
6. Bell, D.R., (2014). Location is (still) everything: The surprising influence of the real world
on how we search, shop, and sell in the virtual one. Houghton Mifflin Harcourt.

7. Chaffey, D. (2015) E-Business and E-Commerce Management: Strategy,

Implementation and Practice, 6th Ed. Financial Times/Prentice Hall, Harlow. Chapter 8.
[Link]
_Smith_Emarketing_Excellence_Pl.pdf
8. Melissa S. Barker, (2017) Social Media Marketing: A Strategic Approach (2nd edition)

9. Harun Yilmaz, (2018). Marketing In The Post-Truth Era: Group Marketing.

10. Bell, D.R., Gallino, S. and Moreno, A. (2014). How to win in an omnichannel world. MIT
Sloan Management Review, 56(1), p.45.

11. Wu, L. and Brynjolfsson, E., (2015). The future of prediction: How Google searches
foreshadow housing prices and sales. In Economic analysis of the digital economy (pp.
89-118). University of Chicago Press.
 12. Mishra, S. (2020). From starting small to winning big: The definitive digital marketing
guide for startup entrepreneurs. Business Expert Press.

13. Grewal, D., Satornino, C. B., Davenport, T. H., & Guha, A. (2025, March 24). How
should Gen AI fit into your marketing strategy? Harvard Business Review, [Link].

Cases
1. How to Win in an Omnichannel World - [Link]/publication/279332914
2. The CEOs of shaving startup Harry's explain how they acquired a million customers in 2
years – Business Insider
3. [Link] Confronts“Click-Through” Competition – Harvard Business School
4. Molson Canada – Social media marketing – University of Western Ontario
5. [Link]: Building a niche e-commerce portal – Ivey publishing

Link to the online sources

1. Academic Journals:
2. Journal of Digital & Social Media Marketing
3. Journal of Marketing
4. Journal of Targeting, Measurement and Analysis for Marketing
5. Journal of Direct, Data and Digital Marketing Practice
6. Digital Marketing Journal
7. Journal of Research in Interactive Marketing
* Essential reading list will be updated every year by the module team.

Date of initial validation:

Dates of approved modifications:

Date of re-validation/review: