58勛圖

MN5598 The Digital Marketing Project

Academic year

2026 to 2027 Full Year

Further information on which modules are specific to your programme.

Key module information

SCOTCAT credits

60

The Scottish Credit Accumulation and Transfer (SCOTCAT) system allows credits gained in Scotland to be transferred between institutions. The number of credits associated with a module gives an indication of the amount of learning effort required by the learner. European Credit Transfer System (ECTS) credits are half the value of SCOTCAT credits.

SCQF level

SCQF level 11

The Scottish Credit and Qualifications Framework (SCQF) provides an indication of the complexity of award qualifications and associated learning and operates on an ascending numeric scale from Levels 1-12 with SCQF Level 10 equating to a Scottish undergraduate Honours degree.

Availability restrictions

Available only to students on the MSc Marketing

Planned timetable

11am - 1pm Tues

This information is given as indicative. Timetable may change at short notice depending on room availability.

Module coordinator

Prof G J McLean

This information is given as indicative. Staff involved in a module may change at short notice depending on availability and circumstances.

Module Staff

Prof Graeme McLean

This information is given as indicative. Staff involved in a module may change at short notice depending on availability and circumstances.

Module description

This module focuses on the practical application and critical evaluation of digital marketing strategy in a contemporary business context. Students will plan, implement, and manage integrated digital marketing activities for a live website over which they have full management control, using a range of digital platforms, content formats, and analytical tools. Emphasis is placed on applying market research, customer insight, and performance data to inform strategic decisions and optimise activity across the customer journey, including acquisition, engagement, conversion, and retention. Through team-based applied project work and an individual evaluation, students will develop skills in strategic planning, content development, performance measurement, and data-driven decision-making, alongside critical reflection and evidence-based recommendations for improvement.

Assessment pattern

Coursework = 100%

Re-assessment

Coursework = 100%

Learning and teaching methods and delivery

Weekly contact

10 x 2hr lecture in semester one, 7 x 2hr seminar in semester two, plus 4 x 1hr supervision in summer

Intended learning outcomes

  • Design and justify a coherent digital marketing strategy informed by market research, customer insight, and relevant academic theory.
  • Implement and manage digital marketing activity in a live environment, demonstrating effective planning, execution, and ongoing optimisation.
  • Apply digital analytics tools and performance metrics to evaluate acquisition, engagement, conversion, and retention across the customer journey.
  • Critically evaluate the effectiveness of digital marketing strategies using data, academic literature, and reflective analysis.
  • Develop evidence-based recommendations and forward-looking plans that demonstrate strategic thinking, practical feasibility, and professional communication skills.