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BU5991: DIGITAL MARKETING (2021-2022)

Last modified: 09 Jun 2022 17:00

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 Third Sub Session Credit Points 15 credits (7.5 ECTS credits)
Campus Aberdeen Sustained Study No
  • Dr Xiaoqing Chen

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.

Details for second half-session courses, including assessments, may be subject to change until 23 December 2022.

Contact Teaching Time

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

Teaching Breakdown

  • 1 Lecture during University week42
  • 5 Lectures during University week43
  • 5 Seminars during University week44
  • 5 Workshops during University week43

More Information about Week Numbers

Details for second half-session courses, including assessments, may be subject to change until 23 December 2022.

Summative Assessments

Alternative Assessment

Online Quizzes (20%)

Online Group Presentation (20%)

3,000-word Report (60%)

Alternative Resit Assessment

Resit failed element

Formative Assessment

There are no assessments for this course.

Course Learning Outcomes

Knowledge LevelThinking SkillOutcome
FactualRememberILO’s for this course are available in the course guide.

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