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BU5991: DIGITAL MARKETING (2018-2019)

Last modified: 22 May 2019 17:07

Course Overview

The course provides both a strategic orientation and tactical orientation:


§  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


§  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

Course Details

Study Type Postgraduate Level 5
Session Second Sub Session Credit Points 15 credits (7.5 ECTS credits)
Campus None. Sustained Study No
  • Dr Colin Clark

What courses & programmes must have been taken before this course?

  • Any Postgraduate Programme (Studied)

What other courses must be taken with this course?


What courses cannot be taken with this course?


Are there a limited number of places available?


Course Description

Focussing on the B2C sector, the course begins with an overview of the online environment in terms of technologies, sectoral adoption rates, user-profiles etc. The course then proceeds with a focus on the vendor-consumer encounter in cyberspace. In doing so, the course considers topics including: usability; accessibility; motivation (flow); online trust, and information processing.

Further Information & Notes

This course  aims to equip students with both knowledge of digital marketing together with knowledge how to practically apply this to the competitive challenges and issues facing organisations.

In light of Covid-19 this information is indicative and may be subject to change.

Contact Teaching Time

Information on contact teaching time is available from the course guide.

Teaching Breakdown

  • 5 Lectures during University week44
  • 1 Tutorial during University weeks 43 - 44

More Information about Week Numbers

In light of Covid-19 and the move to blended learning delivery the assessment information advertised for second half-session courses may be subject to change. All updates for second-half session courses will be actioned in advance of the second half-session teaching starting. Please check back regularly for updates.

Summative Assessments

1st attempt:

Group presentation (20%)

3500 words individual assignment (80%)


Resit: No opportunity to re-submit a failing group report.  Failing individual assignment (report) must be resubmitted and achieve a pass grade (D3 or above), with the course grade capped at D3.

Formative Assessment

There are no assessments for this course.



Course Learning Outcomes


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