Digital Marketing Strategy

Digital Marketing Strategy

Year: 2018-19
Course code: MGT4009
Course credits: 15
Taught: Semester 1
Course co-ordinator
: Dr Katherine Duffy
Entry requirements: Normally admission to an honours programme in Business & Management
Available to visiting students: Yes
Contact for more information: Cherisse McLaren

Course 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.


This course aims to offer a structured approach to planning, implementing and assessing e-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

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 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 from a critical and evaluative individual perspective.

Learning and teaching methods

Lectures: 2hrs x 10 weeks

Please refer to MyCampus for timetable.

Course Texts

The two textbooks that will be referred to in the lectures and on Moodle are:

- Chaffey, Dave and Ellis-Chadwick, Fiona (2012) "Digital Marketing", 5th edition, Pearson.

- Laudon, Kenneth and Traver G., Carol (2014) "E-commerce 2014", 10th edition, Pearson.


An assignment of 1,500 words (30%)
1 group report of 4,000 words (70%)