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MAN-40285 - Module Specification
Keele Business School
Faculty of Humanities and Social Sciences

For academic year: 2025/26 Last Updated: 13 December 2025

MAN-40285 - Digital Marketing Tools and Channels
Coordinator: Muddasar Ghani Khwaja Room: N/A
Lecture Time: See Timetable...
Level: Level 7
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

None

Barred Combinations

None

Description for 2025/26

This module explores Digital Marketing tools and channels, from both theoretical and practical angles and provides students with the knowledge, understanding and skills to best employ them within contemporary marketing activity. Key issues around their use, from both managerial and societal perspectives, are also considered.

Aims
The aim of this module is to provide students with theoretical and empirical knowledge and understanding of contemporary Digital Marketing tools and channels, together with skills to use them effectively within marketing activity.

Intended Learning Outcomes

Demonstrate knowledge and critical understanding of digital marketing tools and channels.: 1
Develop a practical digital planning framework to ensures your strategy lays the foundation for powerful strategy development.: 1
Analyse efficient and effective data, channel and creative strategies to support and evaluate the delivery of your digital strategic plan.: 1

Study hours

Lectures: 12 hours
Tutorials: 12 hours
Lecture and Workshop Tutorial: 30 hours
Assignments: 48 hours
Private study: 48 hours

School Rules

None

Description of Module Assessment

1: Presentation weighted 30%
Digital Marketing Strategy for Boosting a local Business
You are required to develop a comprehensive digital marketing strategy for a company operating in Newcastle under Lyme or Stoke-on-Trent, UK. The strategy should demonstrate how digital marketing can significantly boost the business's visibility, customer engagement, and overall market impact. Your assessment will focus on your ability to apply relevant theoretical frameworks, tools, and models taught in the course, as well as your practical application of digital marketing tools. In addition to submitting a presentation PDF on blackboard, you will present your strategy in class. Your presentation will be assessed on how well you communicate your strategy, its feasibility, and its alignment with the company's business goals.

2: Essay weighted 70%
Individual Digital Marketing Report
Building on Assessment 1, where you presented a digital marketing strategy, and considering the feedback you received, you are now required to create a detailed project report. This report should expand on your initial ideas and demonstrate how a comprehensive digital marketing strategy can significantly boost the business's visibility, customer engagement, and overall market impact. You will be assessed on your ability to apply relevant theoretical frameworks, tools, and models taught throughout the course, along with the effective practical application of digital marketing tools.

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: 13 December 2025