Business & Management MA(SocSci)/BSc/LLB/MA

Digital Marketing Strategy MGT4009

  • Academic Session: 2021-22
  • School: Adam Smith Business School
  • Credits: 15
  • Level: Level 4 (SCQF level 10)
  • Typically Offered: Semester 2
  • Available to Visiting Students: Yes
  • Available to Erasmus Students: Yes

Short Description

The course has been designed to advance student appreciation of (i) the academic field of study concerned with marketing and digital marketing strategy and (ii) the challenges and opportunities it affords to marketers, consumers, organisations and society at large.


Lectures: 2hrs x 10 weeks

(Please refer to MyCampus for timetable)

Excluded Courses




Are reassessment opportunities available for all summative assessments? No

Reassessments are normally available for all courses, except those which contribute to the Honours classification. 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 for this course are described below. 

Course Aims

This course aims to offer a structured approach to planning, implementing and assessing digital marketing strategies in business. The specific aims are:

■ to investigate the key issues and themes in the adoption and application of digital marketing to business;

■ to explore tactical and operational challenges facing firms in implementing digital marketing strategies;

■ to develop skills in digital marketing and social media marketing;

■ to develop reflective skills on learnings and experiences from a practical implementation of a digital marketing strategy.

Intended Learning Outcomes of Course

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

1. Evaluate and apply key concepts related to digital marketing including consumer behaviour, online marketing communications, and social media marketing.

2. Critically assess role that digital marketing can play in business strategy.

3. Plan and compose tactical marketing decisions as a group considering effective product, pricing, distribution and promotion decisions as necessary to meet the needs of a client brief.

4. Reflect on the practical implementation of a digital marketing strategy and role within the group work from a critical and evaluative individual perspective.

Minimum Requirement for Award of Credits