Keele Management School  
MAN-20085 Digital and Marketing Communications  
Co-ordinator: Ms Anita Fernandez Young     
Lecture Time: See Timetable...  
Level: Level 5 Credits: 15 Study Hours: 150  
School Office: Tel: 01782 733094
Programme/Approved Electives for


Available as a Free Standing Elective




Barred Combinations


Description for 2017/18

This module helps students to develop an understanding of the variety of digital communication concepts, tools and practices required by organisations to communicate with their stakeholders effectively. It will begin with an introduction to underlying communication process focusing on communications theory and the understanding of the communication environment. These principles provide an essential foundation for understanding the aims, strategies and evaluation of digital marketing communications. In the second part, specific digital and marketing communication tools will be introduced, analysed and evaluated in terms of their ability to communicate effectively with different stakeholder groups.


The module aims to advance critical understanding of digital and marketing communications theory and the communications industry. It builds upon the students ability to analyse, plan and evaluate a programme of digital and marketing communications within a given context. Contemporary issues and ethical considerations will be examined and students will develop their creativity and decision making skills. The module encourages students to assess the impact of professional digital and marketing communications upon the success or failure of a business.

Intended Learning Outcomes

define the key terms in digital and marketing communications; will be achieved by assessments: 2
evaluate the theory of digital and marketing communications and be able to apply it in practice;
will be achieved by assessments: 1
analyse the strengths and limitations of each particular component of the marketing communications mix; will be achieved by assessments: 1, 2
evaluate different marketing media and their use in communication campaigns; will be achieved by assessments: 1, 2
assess factors affecting the design and performance of the marketing communications mix; will be achieved by assessments: 1, 2
the role of digital marketing in the online value propositions. will be achieved by assessments: 1,2

Study hours

Lectures (12) hours
Seminars/Tutorials (12) hours
Lecture/seminar prep (24) hours
Assignment and examination preparation (52) hours
Private study (50) hours

Description of Module Assessment

01: Presentation weighted 50%
Digital and marketing communications presentation
15 minute group presentation. This will be filmed and recorded by the students. This will give presentation experience to the students when addressing why digital and marketing communications are important considerations for marketing managers. Peer assessment, through the use of student feedback, will be used for this marking process.

02: Exam weighted 50%
Unseen two-hour examination.
Choice of 2 questions from 5. All aspects of the curriculum are covered.

Version: (1.07) Updated: 09/Jan/2018

This document is the definitive current source of information about this module and supersedes any other information.