Postgraduate taught 

Management MSc

Digital Marketing Strategy MGT5206

  • Academic Session: 2023-24
  • School: Adam Smith Business School
  • Credits: 10
  • Level: Level 5 (SCQF level 11)
  • Typically Offered: Semester 2
  • Available to Visiting Students: No

Short Description

Considering the latest developments in digital communication, this course develops an understanding of e-marketing strategy and its effects on firm's business model.


Teaching will be delivered through a series of lectures in semester 2

Excluded Courses

Global On-line Entrepreneurship


This course is assessed through one piece of continuous assessment supported by a formative learning process as discussed in section 30 below: an essay providing a critical analysis of e-marketing strategy (2500 words).



In accordance with the University's Code of Assessment reassessments are normally set for all courses which do not contribute to the honours classifications. For non honours courses, students are offered reassessment in all or any of the components of assessment if the satisfactory (threshold) grade for the overall course is not achieved at the first attempt. This is normally grade D3 for undergraduate students, and grade C3 for postgraduate students. Exceptionally it may not be possible to offer reassessment of some coursework items, in which case the mark achieved at the first attempt will be counted towards the final course grade. Any such exceptions are listed below in this box.

Course Aims

The developments in information and communication technologies and the radical shift to the Internet by businesses and consumers alike have raised anew fundamental questions about how businesses deliver value to customers. This is particularly true of Internet companies where the creation of revenue streams is often most perplexing because of customer expectations that basic services should be free. Understanding e-marketing and its effects on firm's business model has become an essential part of marketing training today. Focusing on the firm, its architecture of revenues, costs and profits and the pattern of transaction with customers and other business partners, the course aims to provide a guide on how companies can get most out of web for their marketing goals. The course combines established approaches to marketing planning with a creative use of new digital communication and develops skills in e-marketing and social media marketing.

Intended Learning Outcomes of Course

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


Define and outline key concept related to e-marketing including e-business models, e-consumer behaviour, online marketing communications, website design.

Critically assess the role that e-marketing can play in business strategy

Develop tactical decisions concerning effective product, pricing, distribution and promotion decisions in international e-marketing.

Minimum Requirement for Award of Credits

Students must submit at least 75% by weight of the components (including examinations) of the course's summative assessment.