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MODULE DESCRIPTOR
Module Title
Marketing and Branding in a Digital Society
Reference CBM211 Version 2
Created July 2022 SCQF Level SCQF 11
Approved July 2019 SCQF Points 15
Amended August 2022 ECTS Points 7.5

Aims of Module
This module will enable students to evaluate and apply integrated digital marketing plans by combining established approaches to branding and marketing planning with the creative use of new digital models and digital tools of the 21st century.

Learning Outcomes for Module
On completion of this module, students are expected to be able to:
1 Analyse the macro and micro environment in relation to a business case including a target market analysis.
2 Create digital media content based on academic literature for each of the marketing mix variables.
3 Critically evaluate marketing situations and make informed marketing decisions.
4 Synthesise the principles of marketing and branding, including digital marketing, in developing a comprehensive marketing plan consistent with the professional marketing environment.

Indicative Module Content
The module begins with an overview and explanation of recent trends and approaches to contemporary integrated marketing communications and branding activities, as well as the marketing (re)mix, with a special focus on digital marketing. Students will then be introduced to the brand concept, recognizing brand management and experiences as a critical component in the development of successful marketing strategies, and execution of effective marketing plans. Students will also analyze and develop branding and marketing strategies, viewing them from a sustainability perspective applicable in the 21st century marketplace.

Module Delivery
The module will be taught through a combination of lecture sessions, tutorials and student-led activities including website analysis and creation.

Indicative Student Workload Full Time Part Time
Contact Hours 30 30
Non-Contact Hours 120 120
Placement/Work-Based Learning Experience [Notional] Hours N/A N/A
TOTAL 150 150
Actual Placement hours for professional, statutory or regulatory body    

ASSESSMENT PLAN
If a major/minor model is used and box is ticked, % weightings below are indicative only.
Component 1
Type: Coursework Weighting: 100% Outcomes Assessed: 1, 2, 3, 4
Description: Individual Written Assessment

MODULE PERFORMANCE DESCRIPTOR
Explanatory Text
The calculation of the overall grade for this module is based on 100% weighting of C1. An overall minimum grade D is required to pass the module.
Module Grade Minimum Requirements to achieve Module Grade:
A The student needs to achieve an A in C1
B The student needs to achieve a B in C1
C The student needs to achieve a C in C1
D The student needs to achieve a D in C1
E The student needs to achieve an E in C1
F The student needs to achieve an F in C1
NS Non-submission of work by published deadline or non-attendance for examination

Module Requirements
Prerequisites for Module None.
Corequisites for module None.
Precluded Modules None.

INDICATIVE BIBLIOGRAPHY
1 CHAFFEY, D. and ELLIS-CHADWICK, F., 2022. Digital marketing. Harlow, England ;: Pearson.
2 CHAFFEY, D. and SMITH, P.R., 2017. Digital marketing excellence: planning, organizing and integrating online marketing. 5th ed. Routledge.
3 HAMDAN, A. and ALDHAEN, E.S., 2024. Artificial intelligence and transforming digital marketing. Cham: Springer.
4 KAPOOR, A., 2021. Marketing in the digital world. New York, N.Y: Business Expert Press.

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