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MAN-30067 - Module Specification
Keele Business School
Faculty of Business, Law, Humanities & Social Sciences

For academic year: 2026/27 Last Updated: 16 September 2026

MAN-30067 - Digital Marketing in Practice
Coordinator: Rachel Lee Tel: +44 1782 7 33112
Lecture Time:
Level: Level 6
Credits: 15
Study Hours: 150
School Office: 01782 733094

Programme/Approved Electives for 2026/27

None

Available as a Free Standing Elective

No

Co-requisites

None

Prerequisites

MAN-20085 - Digital and Marketing Communications



Barred Combinations

None

Description for 2026/27

This module deals with the practical implication of digital marketing. This is carried out through incorporating a range of case study examples from industry in order to offer a perspective of how marketing theory is applied in business contexts. Within this module you will develop your knowledge of how digital marketing works in different contemporary contexts and be involved in interactive learning methods to develop your digital marketing skills for the future.

Aims
The module aims to provide students with a critical understanding of digital marketing tools and their strategic use within different organisational contexts. The module will develop students' ability to evaluate the advantages and constraints of different digital marketing activities and assists them in developing innovative solutions that enhance organisational digital marketing performance and engagement outcomes.

Talis Aspire Reading List
Any reading lists will be provided by the start of the course.
http://lists.lib.keele.ac.uk/modules/man-30067/lists

Intended Learning Outcomes

distinguish how different digital marketing tools are used within organisational contexts: 1
evaluate the benefits and limitations of different digital marketing tools and activities used within organisational contexts: 1
develop innovative digital marketing solutions that enable organisations to improve customer engagement: 2

Study hours

Lectures: 12 hours
Seminars/Tutorials: 12 hours
Lecture/seminar prep: 22 hours
Assignment preparation: 53 hours
Private study: 51 hours

School Rules

None

Description of Module Assessment

1: Video Blog weighted 50%
10-minute recorded presentation
Students will produce a 10-minute individual recorded presentation to present their evaluation of the effectiveness of an organisations' current digital marketing strategy.

2: Report weighted 50%
Individual report
Based on the findings from assessment 1, students will produce a 2500-word report that provides improvements to an organisations' existing digital marketing strategy to enhance customer engagement.

The University undertakes a continuous review of its teaching and research provision to ensure programmes are of a high quality and changes may be made to modules where it is necessary and reasonable to do so. Please be aware that minor changes to modules, such as a change to an individual assessment, can occur up until enrolment, although we endeavour to give you as much notice as possible of any changes. Details about the circumstance in which changes are made to programmes can be found in the Student Agreement, available at: https://www.keele.ac.uk/legalgovernancecompliance/governance/actcharterstatutesordinancesandregulations/studenttermsconditions/

Last Updated: 16 September 2026