Programme Design

The module is designed for blended delivery with 150 total workload hours. A typical week includes a one-hour lecture, a two-hour tutorial or workshop, and around six hours of self-learning and production.

Course Learning Outcomes

By the end of this module, you will be able to:

NoteLearning outcomes and assessment weight
  1. Recommend a strategic response based on research and analysis of a digital marketing scenario. (15%)
  2. Explain digital marketing communication techniques and concepts. (15%)
  3. Apply psychological concepts and communication theory to changing marketing contexts. (15%)
  4. Develop a persuasive digital marketing communication campaign. (25%)
  5. Propose a well-structured campaign using appropriate visual materials. (15%)
  6. Use academic evidence selectively and critically to justify the campaign proposal. (15%)

Weekly Map

NotePart 1 · Foundations and Planning · Weeks 1–2
  • Week 1: Digital population and audience signals → Persona and one-week media plan
  • Week 2: Classic and digital planning → Positioning and planning canvas
NotePart 2 · Persuasive Content and Media · Weeks 3–5
  • Week 3: Persuasive imagery → Visual asset set
  • Week 4: Messaging and wording → Copybook and message test plan
  • Week 5: Display advertising and YouTube formats → Creative and placement pack
NotePart 3 · Acquisition Channels · Weeks 6–8
  • Week 6: Search engine optimisation → SEO mini-audit
  • Week 7: Paid search → PPC skeleton and keyword logic
  • Week 8: Social media marketing → Platform and creative pack
NotePart 4 · Relationships, Influence, and Measurement · Weeks 9–12
  • Week 9: Email and mobile marketing → Direct messaging pack
  • Week 10: Influencers and networks → Seeding map and shortlist
  • Week 11: Analytics and evaluation → Measurement plan and scorecard
  • Week 12: Automation and CRM journeys → Journey map and nurture sequence
NotePart 5 · Governance, AI, and Integration · Weeks 13–15
  • Week 13: Privacy, policy, and measurement constraints → Risk register and consent checklist
  • Week 14: AI in search and media planning → AI guardrails and campaign playbook
  • Week 15: Integration and revision → Final campaign proposal draft
NoteAssessment Period · Weeks 16–17
  • Week 16: Revision → Exam preparation
  • Week 17: Final exam → Individual assessment

Assessment Logic

Assessment rewards justified decisions over polished output alone. A visually impressive campaign with weak targeting, no measurement plan, or unsupported claims earns a low score. A modest campaign with clear research, consistent theory, ethical data handling, and measurable objectives earns a high score.

Workload Model

TipA typical week: 9 hours
  • Lecture (1 hour): Theory, vocabulary, and examples
  • Tutorial (2 hours): Tool practice and peer critique
  • Self-learning (6 hours): Reading, artefact production, and reflection
  • Revision and exam preparation (variable): Integration and assessment readiness

Graduate Attribute Alignment

TipWhat this module builds

Digital literacy, ethical judgement, evidence-based decision making, communication, creativity, data interpretation, and AI-aware professional practice.