MARKETING IN THE DIGITAL ENVIRONMENT - 2018/9

Module code: MAN3089

Module Overview

This module introduces students to the key issues and practices of marketing in the digital environment. With the rapid rise in the use of the Internet and new media technologies, there are a number of digital tools and technologies now available to marketing managers.

Marketers are constantly striving to use these new technologies and create new opportunities. The focus of this module is on bridging the gap between marketing and IT, allowing marketing managers of the future to understand how to utilise these technologies and develop successful digital strategies.

Module provider

Surrey Business School

Module Leader

RIVERS CB Dr (SBS)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 6

JACs code: N500

Module cap (Maximum number of students): N/A

Module Availability

Semester 2

Prerequisites / Co-requisites

None This module has a capped number and may not be available to ERASMUS and other international exchange students. Please check with the Global Engagement Office exchange and study abroad team.

Module content


Introduction to digital marketing (implication for marketing and commercial benefits)
Digital Marketing Tools (email, affiliate & online partnerships, viral, online ads, social media, online PR, SEM (PPC, SEO), mobile, wireless devices).  
Social media  and building brands with new media
Search Engine Marketing
Web design (Usability, marketing led design, W3C,legal implications)
Web Analytics & Big Data aspects in regards to decision making
Relationship marketing using digital media, CRM & databases
Effective digital marketing strategies and future issues

Assessment pattern

Assessment type Unit of assessment Weighting
Coursework GROUP PROJECT (PRESENTATION & 1500 REPORT) 50
Examination VERBAL EXAM 50

Alternative Assessment

Individual report (1000 words) (This is only used if students do not pass the group project or cannot complete the group project).

Assessment Strategy

The assessment of the module will take place in two parts: verbal exam and a group project. The group project is supposed to be submitted in week 9 and  the verbal exam will take place commencing week 12.

The first assessment is made up of a group project (50%). Students are required to work on a real-world challenge and act as a fictive digital marketing agency (teams of 4-5 people). Students will have to present their findings and produce a report. Both elements count towards the mark of the group project. Presentations count 20% and reports count 30% to the overall group project mark.

The second assessment is a verbal exam (50%), where students are expected to demonstrate their knowledge and understanding of key issues in this field. Verbal exams will be held in week 12 in groups of 3 students at the time. A second marker will be present and all verbal exams will be recorded. Students will receive an individual mark and written feedback.

The assessments are designed to demonstrate:


an understanding of digital marketing tools and technologies, and issues with new media



the ability to develop  effective digital marketing strategies
an understanding of the process of developing digital marketing strategies for “clients” and to be able to liaise more effectively with clients.
effective use of  a range of appropriate IT skills
effective skills in teamworking to meet timescales and deadlines  

Module aims

  • Prepare students to understand key issues in using and integrating new media technologies, and to plan future marketing strategies. 
  • To brief students on the use of digital marketing tools
  • To focus primarily on how web related tools could be used in marketing practices as well as include other media such as mobile marketing and evaluating the decisions involved.
  • To look at modes of developing brands online and the implication for traditional marketing tools.
  • To be aware of current and future issues of marketing in the digital environment

Learning outcomes

Attributes Developed
1 Demonstrate a knowledge of  a wide range of new media and emerging technical issues
2 Understand key technical terms and terminology used
3 Demonstrate an understanding of core digital marketing tools and technologies
4 Analyse market opportunities and select and justify appropriate marketing approaches
5 Interpret and Analyse data (web analytics)
6 Demonstrate a familiarity with web based environments and platforms
7 Organise and communicate their ideas

Attributes Developed

C - Cognitive/analytical

K - Subject knowledge

T - Transferable skills

P - Professional/Practical skills

Overall student workload

Independent Study Hours: 117

Lecture Hours: 33

Methods of Teaching / Learning

The teaching and learning strategy is designed to encourage an understanding of the origins and development of the discipline; develop a knowledge of the principal areas within the discipline and the application of these principles in practice. 

The teaching and learning methods include 3h interactive workshops. A range of methods will be  incorporated, such as; critical questioning, appropriate video footage, case studies, and exercises. There will also be a focus on independent learning, which is related to the assessment. There will also be some practical sessions and students will have the opportunity to work on real-world projects.

Indicated Lecture Hours (which may also include seminars, tutorials, workshops and other contact time) are approximate and may include in-class tests where one or more of these are an assessment on the module. In-class tests are scheduled/organised separately to taught content and will be published on to student personal timetables, where they apply to taken modules, as soon as they are finalised by central administration. This will usually be after the initial publication of the teaching timetable for the relevant semester.

Reading list

Reading list for MARKETING IN THE DIGITAL ENVIRONMENT : http://aspire.surrey.ac.uk/modules/man3089

Programmes this module appears in

Programme Semester Classification Qualifying conditions
Business Management (Marketing) BSc (Hons) 2 Compulsory A weighted aggregate mark of 40% is required to pass the module
Business Management (Dual degree with SII-DUFE) BSc (Hons) 2 Optional A weighted aggregate mark of 40% is required to pass the module
Business Management BSc (Hons) 2 Optional A weighted aggregate mark of 40% is required to pass the module
International Business Management MBus 2 Optional A weighted aggregate mark of 40% is required to pass the module
Computing and Information Technology BSc (Hons) 2 Optional A weighted aggregate mark of 40% is required to pass the module
International Business Management BSc (Hons) 2 Optional A weighted aggregate mark of 40% is required to pass the module
International Event Management BSc (Hons) 2 Optional A weighted aggregate mark of 40% is required to pass the module
Business Management MBus 2 Optional A weighted aggregate mark of 40% is required to pass the module
Business Management (Marketing) MBus 2 Compulsory A weighted aggregate mark of 40% is required to pass the module

Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change. This record contains information for the most up to date version of the programme / module for the 2018/9 academic year.