Module details for Digital Marketing Campaigns


This module provides students with an understanding of the various digital marketing communications tools. The module equips students with an understanding of the process of analysing the success of digital marketing strategies.


This module aims to give students the understanding of the relevant tools of digital marketing communication and the skills of analysing the data on the outcomes of digital marketing strategies.

Learning Outcomes

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

1.  Discuss the various tools of digital marketing for an organisations’ marketing communications needs.

2.  Evaluate the success of devised digital marketing strategies.

Indicative Content

1 Social Media Marketing and Mobile Marketing

The nature and platforms of social media. The various mobile marketing tools and their role within the wider digital marketing strategy.

2 Paid Search, Online Advertising and Content Marketing

Exploring the tools of display and video advertising on online platforms. Using a relationship marketing approach to your digital marketing with tools of email marketing and content marketing. Enhancing website performance using web optimisation, paid search and SEO/SEM.

3 Digital Campaign Tracking

The process of tracking campaign data on digital media using methods. The tools of the trade, e.g. Google Analytics for analysing success of digital marketing campaigns via monitoring relevant metrics and KPIs.

4 Data Driven Decision-Making

Applying a strategic approach to collecting digital metrics. Exploring the decisions made using metrics and analytics.

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.