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Module Title
Digital Marketing Strategy

Digital Marketing Strategy, Marketing, Innovation, Social Media Marketing, Management

SCQF Points30
ECTS Points15
CreatedJuly 2013
ApprovedSeptember 2013
Version No.1

This Version is No Longer Current
The latest version of this module is available here
Prerequisites for Module


Corequisite Modules


Precluded Modules


Aims of Module

To enable students to critically appraise digital marketing strategy and planning in order to assess, develop and implement appropriate digital marketing strategies in a variety of scenarios.

Learning Outcomes for Module

On completion of this module, students are expected to be able to:

1. Distinguish and evaluate the drivers, behaviours and models within the digital marketing literature.
2. Analyse and critically appraise digital marketing concepts and propositions in the context of the digital media landscape.
3. Conceive, evaluate and apply digital marketing campaign strategies to business scenarios, reflecting on implementation issues.

Indicative Module Content

Assessing digital marketing systems in the context of traditional marketing and wider business functions, evaluating its relevance in terms of both the internal and external environments. Electronic Customer Relationship Management (ECRM); Project Management, Innovation Management; Online Consumer Behaviour; B2B and B2C networks, Social Media, Business Metrics; ROI optimisation; online trading.

Indicative Student Workload

Contact Hours

Full TimePart Time

Directed Study



Private Study

Private Study

Mode of Delivery

This module comprises a combination of online and classroom presentations, materials and activities in a range of interactive formats. Students are expected to prepare for and contribute to each activity.

Assessment Plan

Learning Outcomes Assessed
Component 1 1
Component 2 2
Component 3 3

This module is assessed by portfolio coursework comprising three pieces. Students are required to analyse and develop digital media strategy, producing a range of appropriate outputs.

Indicative Bibliography

1.ASWANI, R., KAR, A.K., ILAVARASAN, P.V., and Dwivedi, Y.K., 2018. Search engine marketing is not all gold: Insights from Twitter and SEOClerks. International Journal of Information Management, 38 (1), 107–116.
2.BRUCE, N.I., MURTHI, B.P.S., AND RAO, R.C., 2017. A Dynamic Model for Digital Advertising: The Effects of Creative Format, Message Content, and Targeting on Engagement. Journal of Marketing Research, 54 (2), 202-218.

3.CHAFFEY, D. and SMITH, P., 2017. <I>Digital marketing excellence.</I> New York: Routledge.

4.FOX, A.K., AND ROYNE, M.B., 2018. Private information in a social world: Assessing consumers’ fear and understanding of social media privacy. Journal of Marketing Theory and Practice, 26 (1-2), 72-89.

5.JÄRVINEN, J., AND TAIMINEN, H., 2016. Harnessing marketing automation for B2B content marketing. Industrial Marketing Management, 54, 164-175.

6.JUSKA, J.M., 2017. Integrated marketing communication: advertising and promotion in a digital world. New York: Routledge. Ebook.

7.SPONDER, M., and KHAN, G. F., 2018. Digital Analytics for Marketing. New York: Routledge.

8.WANG, Z. AND KIM, H.G., 2017. Can Social Media Marketing Improve Customer Relationship Capabilities and Firm Performance? Dynamic Capability Perspective. Journal of Interactive Marketing (39), 15-26.

Robert Gordon University, Garthdee House, Aberdeen, AB10 7QB, Scotland, UK: a Scottish charity, registration No. SC013781