Module details for The Digital Marketing Toolkit




The aim of this Module is to educate students with the knowledge about the relevant tools for the organisations marketing communications requirements.

Learning Outcomes

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

1.  Manage the appropriate tools of digital marketing for an organisation’s marketing communications needs

Indicative Content

1 Social Media Marketing

The nature and platforms of social media.

2 Mobile Marketing (Smart devices, wearables, IOT)

The various mobile marketing tools and their role within the wider digital marketing strategy.

3 Online Advertising

Programmatic advertising, affiliate marketing, banner advertising and other tools of advertising on online platforms.

4 Email, SEM/SEO and Content Marketing

Using a relationship marketing approach to your digital marketing with tools of email marketing, SEO and content marketing.

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.