Module details for Developing the Digital Marketing Strategy




The aim of this Module is to provide the student with the creativity and skills to develop effective digital marketing strategies.

Learning Outcomes

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

1.  Develop digital marketing solutions for specified marketing problems.

Indicative Content

1 The Planning Process

Examine the ways of planning your strategies based on audit data and company objectives.

2 Media and tools planning (SM, MM, PR, Blogging etc.)

Media and tools planning (SM, MM, PR, Blogging etc.) Selecting the appropriate tools and media to use to support the implementation of the digital marketing strategy.

3 Digital Marketing Communications Development

Creating the messages and connecting with the target audience while building a brand community on digital tools.

4 Integrating digital marketing into the organisation’s wider marketing strategy

Creating digital strategies that are integrated within the wider marketing strategy.

Teaching and Learning Work Loads

Teaching and Learning Method Hours
Lecture 2
Tutorial/Seminar 4
Practical Activity 3
Assessment 12
Independent 29
Total 50

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.