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Module Title
Strategic Digital Communications

Digital Communications Strategy, digital marketing, Online tools, Digital media, Digital Metrics, Online User Experience

SCQF Points30
ECTS Points15
CreatedMay 2016
ApprovedAugust 2016
Version No.1

This Version is No Longer Current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

Non in addition to course entry requirements or equivalent

Corequisite Modules


Precluded Modules


Aims of Module

To develop an advanced understanding of digital communications strategy and the effective use of contemporary online communication tools.

Learning Outcomes for Module

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

1. Critically examine and compare the key elements of a digital communications strategy
2. Critically appraise the use of communication frameworks and theories in developing digital strategies
3. Assess and synthesise theory and application of practical digital skills in relation to digital communications management
4. Evaluate and appraise digital communication decisions and success in relation to the wider communications strategy and business goals

Indicative Module Content

Digital communications strategy will be assessed, giving attention to digital marketing, online user experience, online public relations, social media, search engine optimisation, conversion optimisation, content marketing, online advertising and web analytics. Internal and external factors influencing the digital communications process will be analysed. The importance of measuring and evaluating digital success is emphasised throughout. Practical digital tools will be applied, focusing on how they align and contribute to the overall business strategy.

Indicative Student Workload

Contact Hours

Full TimeDistance Learning

Directed Study



Private Study



Mode of Delivery

The module is delivered in taught mode by lectures, interactive group discussions, practical labs and directed self study.
The module is delivered in distance learning mode by self directed study from web-based learning materials and online support.

Assessment Plan

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

Assessment of the module is by a portfolio

Indicative Bibliography

1.CHAFFEY, D. and SMITH, P.R., 2017. Digital marketing excellence: planning, optimizing and integrating online marketing. 5th ed. Oxon: Routledge
2.SMART INSIGHTS, 2018. Plan, manage and optimize your marketing. [online]. Leeds: Smart Insights. Available from: [Accessed 13 April 2018].
3.ECONSULTANCY, 2018. Practical, relevant and immediate. [online]. London: Econsultancy. Available from: [Accessed 13 April 2018].
4.MOZ, 2018. The Moz Blog. [online]. Seattle: Moz. Available from: [Accessed 13 April 2018].
5.FILL, C. and TURNBULL, S., 2016. Marketing communications: discovery, creation and conversions. 7th ed. Harlow: Pearson.

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