Marketers need to understand the evolving nature of digital marketing concepts and use of digital techniques within organisations.
This module focuses on the importance of the ever-evolving, dynamic digital landscape. You will develop skills to improve digital marketing performance and explore the challenges and opportunities within the digital environment. You will also use a range of tools to plan how to enhance an organisation’s effectiveness in the digital age.

This module focuses on the importance of the ever-evolving, dynamic digital landscape. You will develop skills to improve digital marketing performance and explore the challenges and opportunities within the digital environment. You will also use a range of tools to plan how to enhance an organisation’s effectiveness in the digital age.

All students are required to have an active membership with CIM before commencing the assessment. This is an annual fee of £65 per student.
We are required to submit all student assessments to CIM for moderation and external examination in order to comply with the accreditation. The marking period and award boards do not sit within the same timescale as the University.
Final grades from CIM will be released 10 weeks post assessment submission.

A 12 page assignment, of three tasks, based on a given scenario and an organisation of choice (4,750 words) 100% weighting.

In order to achieve the CIM Diploma in Professional Digital Marketing, students are required to complete this elective module. Assessment requirements, brief and pass rate are all set by CIM through the accreditation.

LO1: Understand digital marketing tools and techniques
LO2: Assess different applications of digital marketing
LO3: Know how to integrate digital and offline marketing
LO4: Understand approaches to enhancing stakeholder engagement
LO5: Know how to develop a digital marketing plan
LO6: Apply and adapt digital analysis

The module comprises three units with two learning outcomes each. Each learning outcome will be covered by the related assessment criteria and be assessment by way of assignment. The assessment will require submission of an assignment based on a theme and an organisation of choice.
The first unit relates to the understanding, application and assessment of digital tools and techniques, the sconed unit is about developing knowledge to apply integrated digital marketing processes, which enhance the organisation’s engagement with stakeholders; and the third is about the development and evaluation of digital marketing plans.

Chaffey, D. and Ellis-Chadwick, F. (2019) Digital marketing: strategy, implementation and practice. 7th edition. Harlow, Pearson Education Ltd.
Chaffey, D. and Smith, P.R. (2017) Digital marketing excellence: planning, optimizing and integrating online marketing. 5th edition. Abingdon, Routledge.
Marr, B. (2015). Big Data: Using SMART Big Data, Analytics and Metrics To Make Better Decisions and Improve Performance. United Kingdom: Wiley.
Elad, J., Belew, S. (2020). Starting an Online Business All-in-One For Dummies. United Kingdom: Wiley.
Wilson, L. (2019). Data-Driven Marketing Content: A Practical Guide. United Kingdom: Emerald Publishing Limited.

The University Library and Learning Resources - books and academic journals
The module VLE
MyCIM Resources
Electronic data bases
Learning support materials
Online Tools, Internet
https://www.hubspot.com/
https://www.semrush.com
https://ahrefs.com/
https://www.google.co.uk/
https://neilpatel.com/training/youtube-unlocked/case-studies/