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Digital and social media marketing

Module information>

Academic Direction
Birkbeck, University of London
Also part of
MSc Marketing
Modes of Study

This module furthers understanding of marketing concepts and tools enabling students to develop digital marketing communication strategies.

This module aims to extend students’ appreciation of digital aspects of marketing, by examining how digital and social media technologies have impacted marketing theory and practice.

Topics covered

Main topics of the module include:

  • Introduction to digital marketing
  • Engagement
  • Online word-of-mouth and viral marketing
  • Community marketing
  • Experiential marketing in digital environments
  • The digital marketing mix
  • Search marketing
  • Digital advertising
  • Email marketing
  • Digital and social media measurement and analytics

Learning outcomes

On successful completion of this module, you will be expected to be able to:

  • understand the role of digital and social media marketing in the marketing management function
  • understand how digital and social media marketing can contribute to improving marketing effectiveness taking into account the triple bottom line
  • evaluate digital and social media marketing campaigns; 
  • think about solutions to complex marketing problems using insight from digital and social media marketing
  • think critically and creatively in identifying and evaluating alternative digital and social media marketing initiatives
  • undertake research into a digital and social media related problem and apply relevant skills in assembling and analysing the data collected.


  • Coursework (30% weighting) - A written reflective essay of a maximum of 2,000 words.
  • Examination (70% weighting) - An unseen written examination of 2-hour duration.