Durham University
Programme and Module Handbook

Postgraduate Programme and Module Handbook 2020-2021 (archived)

Module BUSI4Q415: Digital Marketing

Department: Management and Marketing

BUSI4Q415: Digital Marketing

Type Tied Level 4 Credits 15 Availability Available in 2020/21 Module Cap None.
Tied to N5K609


  • None


  • None

Excluded Combination of Modules

  • None


  • This module aims to draw upon the latest cutting-edge research findings in the digital marketing field to prepare students for the future challenges of marketing in the new digital environment. Specifically, it explores the enormous possibilities enabled by the latest development in digital technologies such as big data analytics, machine learning, artificial intelligence (AI), Internet of Things (IoT), Virtual Reality (VR) and Augmented Reality (AR); and examines the opportunities for companies or brands to interact with their customers and provide engaging customer experiences.


  • VR and AR for marketing and customer experiences
  • Mobile social media and social commerce
  • Marketing in the sharing economy
  • The smart ecosystem: IoT, smart living and smart cities
  • Understanding the digital consumer: Big data analytics, machine learning and AI
  • Marketing AI - 1: automation of integrated marketing communication campaigns
  • Marketing AI - 2: automation of user interactions (Chatbots)
  • Ethics and morality of digital marketing.

Learning Outcomes

Subject-specific Knowledge:
  • By the end of the module students will have a critical understanding of:
  • The application of the latest digital technologies in marketing such as big data analytics, machine learning and AI, VR and AR.
  • The impact of new digital technologies on consumer experiences.
  • Ethics and morality of applying new digital technologies in marketing.
Subject-specific Skills:
  • By the end of the module students will be able to:
  • Critically assess the opportunities and threats of new digital technologies;
  • Critically evaluate the role of digital technologies such as AI, IoT, VR and AR in enhancing customer experiences and marketing effectiveness;
  • Critically appraise the moral and ethical challenges of adopting new digital technologies in marketing.
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 will be taught through a combination of lectures, seminars, group work and discussion, supported by guided reading.
  • The summative assessment of the module is an individual written assignment designed to test students’ knowledge and understanding of the subject-matter and their ability to apply their knowledge and specialist skills. The individual written assignment is based upon a research-intensive task requiring the students to analyse a digital marketing case study and to develop an informed critique of the application and impact of new digital technologies in marketing and consumer experiences.

Teaching Methods and Learning Hours

Activity Number Frequency Duration Total/Hours
Lectures 10 Weekly 2 hours 20
Seminars 4 Fortnightly 1 hour 4
Preparation and Reading 126
Total 150

Summative Assessment

Component: Written Assignment Component Weighting: 100%
Element Length / duration Element Weighting Resit Opportunity
Individual written assignment 2,500 words 100% Same

Formative Assessment:

Seminar exercises will be used to give students an opportunity to explore, discuss, critique and apply the key topics in practice. Students will receive verbal formative feedback in the seminars, and all students have the opportunity to seek further one-to-one guidance from the Module Leader if required.

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