Durham University
Programme and Module Handbook

Postgraduate Programme and Module Handbook 2019-2020 (archived)


Department: Management and Marketing


Type Tied Level 4 Credits 15 Availability Available in 2019/20 Module Cap None.
Tied to N2K507
Tied to N1N107
Tied to N6K207
Tied to N5K507


  • None


  • None

Excluded Combination of Modules



  • To explore the relevance of digital marketing and social media to an organisation and its markets
  • To understand the potential of digital technologies and social media in the achievement of strategic marketing objectives
  • To develop the knowledge and skills needed to design, implement and evaluate a digital marketing campaign


  • The digital marketing landscape – development, nature and scope
  • Understanding the digital customer
  • Data capture, consumer profiling and customised marketing communications
  • Integrated digital campaigns – planning and execution
  • Website marketing – design, planning, implementation, usability, usage, etc.
  • Social media, online advertising and PR, email marketing, affiliate marketing, etc.
  • Search engine marketing
  • Mobile communications, location-based services and mobile marketing tactics
  • Affiliate marketing programmes – technologies, channels, remuneration models, etc.
  • Digital marketing programmes – optimisation, control and evaluation
  • Codes of practice, regulatory issues and digital marketing ethics
  • Digital marketing futures

Learning Outcomes

Subject-specific Knowledge:
  • On completion of the module students should have:
  • a critical understanding of the development of digital marketing, its associated business models and technologies, and the trends shaping its future
  • advanced knowledge of challenges and critical success factors involved in managing digital components of integrated marketing campaigns and continuous digital communications
  • a critical appreciation of campaign strategy, creative approaches, and performance optimisation and evaluation methodologies
Subject-specific Skills:
  • By the end of the module, students should:
  • be able to evaluate an organisation's current marketing capabilities including demand for, and barriers to, the use of digital marketing channels
  • be able to collect quality customer data from internal and external sources, assess and extract relevant information, and devise targeted digital and mobile marketing communications
  • be able to scope, plan, implement, manage and evaluate an effective and ethical digital marketing campaign
Key Skills:
  • In addition, students will have had the opportunity to further develop the following key skills:
  • effective written communication skills
  • planning, organising and time management skills
  • problem solving and analytical skills
  • the ability to use initiative
  • advanced skills in the interpretation of data
  • advanced computer literacy skills

Modes of Teaching, Learning and Assessment and how these contribute to the learning outcomes of the module

  • The module is delivered via blended-learning, integrating online delivery with traditional classroom-based instruction. Specifically, the module is divided into two distinct study blocks.
  • Block One is delivered online across a three-month period, divided up into study weeks with specially produced resources within each week. Resources vary according to the learning outcomes of a study week, but normally include: an introductory video, specially-prepared lectures, web-mediated small-group seminars (“webinars”), directed reading, reflection through e-learning activities, and opportunities for self-assessment and peer-to-peer learning within a tutor-facilitated discussion board. Tutors provide written, group feedback on formative work and facilitate discussion board communication as well as being available for individual consultation as necessary (usually by email or video-conferencing). This is identical to the School’s wholly-online distance learning modules and constitutes 50% of the module. Block One ends with a formative assignment, written feedback being provided at the start of Block Two as a platform for classroom-based learning activities.
  • Normally scheduled for delivery early in the following term to allow successful completion of, and feedback on, all formative elements, Block Two of the module is delivered in the classroom on a block-taught basis. The mode and format of teaching and learning is identical to the School’s part-time MA taught modules, the study time again being equivalent to 50% of a wholly-taught module. During this taught input, learning outcomes are met through a combination of traditional lectures, groupwork, experiential learning activities, case studies and discussion, supported by guided reading and specially-produced audio-visual materials.
  • The summative assessment of the module is designed to test the acquisition and articulation of knowledge and critical understanding, and skills of application and interpretation within the business context

Teaching Methods and Learning Hours

Activity Number Frequency Duration Total/Hours
Specially produced lectures, directed reading, self-assessed assignments and guidance for further reading 136
Workshops (a combination of taught input, groupwork, case studies and discussion), timetabled in blocks 14
Total 150

Summative Assessment

Component: Group Assignment Component Weighting: 30%
Element Length / duration Element Weighting Resit Opportunity
Group project, involving the production of digital marketing materials for a campaign simulation exercise Equivalent to the work of an individual 1000 word essay 100% Individual essay, based on a case study analysis of an actual campaign
Component: Individual Assignment Component Weighting: 70%
Element Length / duration Element Weighting Resit Opportunity
Individual reflective learning journal, based around the campaign simulation exercise, presented in weblog format 2000 words 100% Same

Formative Assessment:

Continuous assessment and feedback on group performance in a digital marketing campaign simulation exercise conducted online. Students will receive written group feedback.

Attendance at all activities marked with this symbol will be monitored. Students who fail to attend these activities, or to complete the summative or formative assessment specified above, will be subject to the procedures defined in the University's General Regulation V, and may be required to leave the University