Digital and Social Media Marketing


Introducing the role and importance of digital and social media marketing in today's businesses and marketing strategies.


The aim of this Module is to provide the student with : An understanding of how web-sites, social media and businesses digital footprint impact on marketing and marketing strategies.

Learning Outcomes

By the end of this module the student should be able to:

1.  Evaluate web, digital and social media presence individually and collectively in terms of their appropriateness to marketing efforts.

2.  Develop digital marketing solutions for specified marketing problems.

Indicative Content

1 The nature of digital marketing

Traditional marketing, internet marketing, e-marketing, e-commerce, digital marketing: definitions and differences, the concept of conversion marketing, legal and ethical issues in digital marketing.

2 Understanding organisations and their web-sites

The concept of Business Models, application of these concepts to web-sites, digital marketing and social media, designing the customer interface and their use in the specification and evaluation of digital and social media.

3 Integrating a digital footprint into marketing strategy

Understanding and measuring the impact of 'digital' on marketing strategy, researching and profiling the online and digitally aware and active customer, information-processing, online buying, socially engaged customers.

4 Building customer traffic in the digital world

Comparing the effectiveness of online and offline campaigns and understanding digital methods of building traffic: interactive advertising, sponsorship and tenancies, search marketing, analytics, link-building, blogs and social networks, viral marketing.

Statement on Teaching, Learning and Assessment

Students will be engaged in enquiry and real-world business problems, individually and in groups, for at least 60% of their contact time, and that enquiry process will increasingly drive their independent access to the information they work with.

Teaching and Learning Work Loads

Total 200
Lecture 14
Tutorial/Seminar 14
Supervised Practical Activity 14
Unsupervised Practical Activity 0
Assessment 60
Independent 98

Guidance notes

Credit Value – The total value of SCQF credits for the module. 20 credits are the equivalent of 10 ECTS credits. A full-time student should normally register for 60 SCQF credits per semester.


We make every effort to ensure that the information on our website is accurate but it is possible that some changes may occur prior to the academic year of entry. The modules listed in this catalogue are offered subject to availability during academic year 2019/10 , and may be subject to change for future years.