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Module Title
Digital Marketing Project

Independent research; digital project/consultancy; strategy; planning; application; evaluation and reflection

SCQF Points60
ECTS Points30
CreatedAugust 2013
ApprovedSeptember 2013
Version No.1

This Version is No Longer Current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

Completion of appropriate Postgraduate Diploma or equivalent.

Corequisite Modules


Precluded Modules


Aims of Module

To provide the student with the opportunity to integrate knowledge and skills at Masters level by undertaking a supervised project which links to an industry-based case study or consultancy requirement.

Learning Outcomes for Module

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

1. Synthesise and apply in a practical context, the knowledge, understanding and skills developed in the taught elements of the programme.
2. Produce professional forms of digital-marketing communication for a defined audience and market.
3. Monitor, control and evaluate the implementation of a digital marketing strategic plan.
4. Reflect critically on a practice-based digital marketing solution.

Indicative Module Content

This project is a major piece of self-study, requiring students to demonstrate their ability to understand, analyse, apply and evaluate relevant digital-marketing and media theories, concepts and applications. Their research should lead to critical analysis, reflection and synthesis generating conclusions and practical output in response to a major digital marketing issue or business-based problem. It is envisaged that the majority of projects tackled will be live client consultancy projects, or based in the students' own workplaces, however purely conceptual pieces of work are also acceptable.

Indicative Student Workload

Contact Hours

Full TimePart Time

Directed Study



Private Study



Mode of Delivery

This module will be delivered on a self-study basis, with supervision being provided by an academic supervisor and, where appropriate, supported by an industry-based mentor.

Assessment Plan

Learning Outcomes Assessed
Component 1 1,2,3,4

Project work, based at Masters level, comprising practical output relating to the case study or consultancy project; along with a reflective and evaluative report.

Indicative Bibliography

1.CHAFFEY, D. and ELLIS-CHADWICK, F., 2016. <I>Digital marketing.</I> 6th ed. New Jersey: Pearson. <I>Ebook</I>

2.CHAFFEY, D. and SMITH, P., 2017. <I>Digital marketing excellence.</I> New York: Routledge.
3.FILL, C., 2016. <I>Marketing communications: Brands, experiences and participation.</I> 7th ed. Harlow: Pearson. <I>Ebook</I>

4.KANNAN, P.K. AND HONGSHUANG, A.L., 2017. Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34 (1), 22–45.

5.LAUFER, A., LITTLE, T., RUSSELL, J. AND MAAS, B., 2017. Becoming a Project Leader: Blending Planning, Agility, Resilience, and Collaboration to Deliver Successful Projects. London: Palgrave Macmillan. Ebook.

6.RIES, E., 2011. The lean startup: How constant innovation creates radically successful businesses. London: Portfolio/Penguin.

7.SHIVAKUMAR, S.K., 2018. Complete Guide To Digital Project Management: From Pre-Sales To Post-Production. New York: Apress. Ebook.

8.WICKHAM, L. and WILCOCK, J., 2016. Management consulting: Delivering an effective project. 5th ed. Harlow: Pearson Education Limited.

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