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MAN-30067 - Module Specification
Keele Business School
Faculty of Humanities and Social Sciences

For academic year: 2025/26 Last Updated: 04 December 2025

MAN-30067 - Digital Marketing in Practice
Coordinator: Abhishek Behl
Lecture Time: See Timetable...
Level: Level 6
Credits: 15
Study Hours: 150
School Office: 01782 733094

Programme/Approved Electives for 2025/26

None

Available as a Free Standing Elective

No

Co-requisites

None

Prerequisites

MAN-20085 - Digital and Marketing Communications



Barred Combinations

None

Description for 2025/26

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 critique contemporary case studies in digital and direct marketing, be involved in online interactive learning methods and actively involved with social media. The course material lays the foundations for students to take further independent learning to earn an additional certificate in Digital Marketing from the Institute of Direct Marketing.

Aims
The module aims to provide examples of the practical application of digital and direct marketing. It builds upon the student’s ability to critically analyse, plan and evaluate a programme of digital marketing from their second year module of Digital and Marketing Communications. Students will be encouraged to enhance their understanding of social media tools to engage in their learning. Through engaging with social media students will be encouraged to assess the impact of professional digital strategies that have been discussed by several key speakers on the module. These key speakers will be industry experts from a range of industries.

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 solutions to enhance digital marketing strategies used by organisations to enhance 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: Presentation weighted 50%
10-minute online presentation
Students will produce a 10-minute live online MS teams presentation to present their evaluation of the effectiveness of an organisations' current digital marketing strategy. The presentation will be recorded. The presentation will normally be viewed by tutors and students.

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: 04 December 2025