Module details for Digital Marketing Principles


This module provides students with an understanding of the importance of digital technology in the marketing function in today’s organisation.


The aim of this module is to provide students with an in-depth understanding of the digital marketing environment and the process of developing effective digital marketing strategies.

Learning Outcomes

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

1.  Evaluate the efficiency of an organisation’s digital presence in achieving its marketing objectives.

2.  Develop digital marketing solutions for specified marketing problems.

Indicative Content

1 Introduction to digital marketing

Discussing the impact of digital transformation on the marketing function. Creating digital strategies that are integrated within the wider marketing strategy and support the organisational goals and objectives.

2 Understanding the digital marketing environment

Examining the internal and external facets of the digital environment that the company operates within including competitors, the digital consumer and the wider digital landscape.

3 The Planning Process

Exploring the models and methods of planning your digital strategies based on audit data, social listening and company objectives.

4 Media and Tools Planning

Selecting the appropriate tools and media to use to support the implementation of the digital marketing strategy.

Teaching and Learning Work Loads

Teaching and Learning Method Hours
Lecture 9
Tutorial/Seminar 6
Practical Activity 6
Assessment 25
Independent 54
Total 100

Guidance notes

SCQF Level - The Scottish Credit and Qualifications Framework provides an indication of the complexity of award qualifications and associated learning and operates on an ascending numeric scale from Levels 1-12 with SCQF Level 10 equating to a Scottish undergraduate Honours degree.

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 2021/22 , and may be subject to change for future years.