Postgraduate taught 

Marketing MSc/PgDip/PgCert: Online distance learning

Digital Marketing MGT5413

  • Academic Session: 2023-24
  • 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

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.


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. Workshops are synchronous online events which allow student-led exploration of a specified topic. This course combines TLAs (lectures in this form) with workshops focussing on a work-based group project, supported by a guest speaker and the use of simulation. Assessment is based on group work with presentation, based on a work study and also a company report.

Requirements of Entry

Please refer to the current postgraduate prospectus at: 

Excluded Courses





ILO being assessed

Course Aims

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

Intended Learning Outcomes of Course

1. Adapt frameworks for digital marketing planning

2. Evaluate and debate key concepts related to digital marketing

3. Assess digital marketing tactics

4. Devise the appropriate processes to measure and improve digital marketing effectiveness

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.