Course Catalogue

Digital Marketing MGT5413

  • Academic Session: 2026-27
  • School: Adam Smith Business School
  • Credits: 10
  • Level: Level 5 (SCQF level 11)
  • Typically Offered: Summer
  • Available to Visiting Students: No
  • Taught Wholly by Distance Learning: Yes
  • Collaborative Online International Learning: No
  • Curriculum For Life: No

Short Description

This course explores digital marketing strategy and its implementation. The course will introduce the techniques and practices which support the digital marketing process; discussing how digital marketing has transformed the relationship between marketers and audiences.

Timetable

This is an online course of 10 credits. This requires 100 hours of student-led learning. Unlike a face-to-face course, online learning can be divided into directed and guided learning, rather than contact and non-contact hours. What is described as a lecture is, in fact, a series of teacher led activities (TLA) or directed teaching, such as direction to reading, video, audio, case studies or other resources. This course is supported by a recorded guest speaker. Assessment is based on group work with presentation (formative), which leads to a summative individual report.

Requirements of Entry

Students must be registered on one of the associated programmes listed in this course specification. 

Excluded Courses

None

Co-requisites

None

Assessment

1. Report; Individual; 1700 words; 100%; ILOs 1-3.

Course Aims

This course aims to develop student competencies in the digital marketing planning, implementation, control and evaluation activities.

Intended Learning Outcomes of Course

By the end of this course students will be able to:

 

1. Recognise and explain current theories and methodologies of digital marketing to drive strategic marketing decisions in organisations.

 

2. Analyse and appraise digital marketing theories and methodologies in an international and domestic context.

 

3. Critically evaluate and compose market opportunities and identify threats within a range of business contexts.

Minimum Requirement for Award of Credits

No exceptions