Last modified: 14 Oct 2025 13:46
The course provides both a strategic orientation and tactical orientation:
Strategic:
§ How to align digital strategy with a wider business strategy
§ The value that (internal and external) research and analytics can bring to digital marketing decisions
Tactical:
§ Assess the quality of any website based on a range of important measures
§ Benchmark a website’s performance against online competitors
§ Investigate the potential of a business idea for a given market sector
§ Present digital marketing research and advice to a generalist audience
§ Understand the potential commercial value of social media
§ Interpret onsite analytics in support of business objectives
| Study Type | Postgraduate | Level | 5 |
|---|---|---|---|
| Term | Second Term | Credit Points | 15 credits (7.5 ECTS credits) |
| Campus | Aberdeen | Sustained Study | No |
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This course explores how businesses create value and build relationships and traction in the digital world, with a particular focus on the B2C sector. We begin by setting the scene with an overview of digital marketing and its role in modern strategy, before moving into practical frameworks for planning and execution.
Students will learn to map and analyse the digital customer journey, create personas, and evaluate customer experience (CX) and digital usability. We will then look at how businesses attract and engage audiences through traffic building and content marketing, before turning to social media marketing and competitor analysis. Ethical considerations and the use of analytics to measure and improve performance are woven throughout the course.
The course combines lectures with tutorials, group work, and assessments, designed to develop both critical understanding and practical skills. By the end, students will be able to design and justify a digital marketing strategy, evaluate customer interactions, and reflect on the opportunities and challenges posed by emerging technologies and ethical issues.
Information on contact teaching time is available from the course guide.
| Assessment Type | Summative | Weighting | 20 | |
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| Assessment Weeks | Feedback Weeks | |||
| Feedback | ||||
| Knowledge Level | Thinking Skill | Outcome |
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| Assessment Type | Summative | Weighting | 60 | |
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| Assessment Weeks | Feedback Weeks | |||
| Feedback | ||||
| Knowledge Level | Thinking Skill | Outcome |
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| Assessment Type | Summative | Weighting | 20 | |
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| Assessment Weeks | Feedback Weeks | |||
| Feedback |
Online Quizzes |
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| Knowledge Level | Thinking Skill | Outcome |
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There are no assessments for this course.
| Assessment Type | Summative | Weighting | 100 | |
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| Assessment Weeks | Feedback Weeks | |||
| Feedback | ||||
| Knowledge Level | Thinking Skill | Outcome |
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| Knowledge Level | Thinking Skill | Outcome |
|---|---|---|
| Procedural | Evaluate | Evaluate different websites using a variety of digital tools |
| Procedural | Analyse | Analyse digital market opportunities in order to develop digital marketing plans |
| Procedural | Create | Create effective insights about the potential of a business idea/digital marketing channel/campaign for a generalist audience |
| Conceptual | Understand | Understand the business competencies of digital marketing, the nature of digital customers and different digital marketing channels and tools |
| Conceptual | Apply | Recognise and apply key theories and concepts around digital customer experiences and usability |
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