SHE Level 3
SCQF Credit Points 20.00
ECTS Credit Points 10.00
Module Code M3N525520
Module Leader Alexis Barlow
School Glasgow School for Business and Society
Subject Fashion and Marketing
  • B (January start)

Pre-Requisite Knowledge

240 credit points at levels 1 and 2 or equivalent

Summary of Content

This module will explore the development and impact of digital technologies from a business and marketing perspective. The overall impact of digital technologies on organisation's business strategies, models and supply chains will be explored and, in particular, the application of new and emerging technologies across marketing and customer relationship management will be examined in detail. This module will analyse the role of digital technologies on established marketing concepts and how they will shape future marketing strategies and decisions within a global environment. This module will develop a knowledge and understanding of the role and importance of digital marketing in a variety of private, public and voluntary organizations and industry sectors. The module also addresses contemporary issues such as security, website design and analytics, globalisation and changing consumer lifestyles.


Introduction to Digital Business Digital Strategies, Business models & supply chains Infrastructure, Tools and and Technologies eg ERP, RFID, mobile, social media Digital marketing: definitions and developments Role of digital marketing, concepts and emerging models Consumer consumption of technology and the impact of consumer behaviour Review digital media for effective marketing communication Social Media Marketing ECRM and Online Brand Communities Use of digital marketing in different industries for competitive advantage (eg. fashion retail, events management, music) Current and emerging issues e.g. emerging technologies such as mobile and tablets; metrics and advergaming. Managing digital business and marketing eg globalisation, designing websites, website analytics

Learning Outcomes

On successful completion of this module, the student should be able to:1. Evaluate the nature and development of digital business and emerging digital business strategies, models and supply chains.2. Demonstrate an understanding of a range of digital technologies and tools, their value and potential application.3. Critically evaluate the application of digital business and marketing across a range of different types of organisations and industries. 4. Analyse the impact of digital technologies on consumers and the development of marketing mix and marketing communications. 5. Critically evaluate the use of digital business for social media marketing, ECRM and online brand communities.6. Explore a range of digital issues and challenges faced within digital marketing decision making.

Teaching / Learning Strategy

Theoretical and practical insight of 'Digital Business and Marketing' will be provided through the learning and teaching strategy. The learning environment will be carefully managed to enhance students' academic learning experience, to develop independent learning and to develop transferable skills. Theoretical concepts will be developed and taught through lectures, seminars, online activities and directed learning. Concepts will be analysed in greater detail through a series of practical and student-centred learning including innovative case studies, scenario-based teaching, problem solving exercises, technology-led activities, group working, journal papers and guest speakers. The learning and teaching strategy will draw upon web based technologies to create an innovative and independent learning environment and directed study activities will be supported by the VLE. Assessment for the module will consist of two courseworks - group presentation and an individual report. Feedback will be provided informally via seminars and online activities. Timely formal feedback will be provided for the courseworks.

Indicative Reading

Essential Texts: Chaffey, D (2014) Digital Business and E-Commerce Management (6 th Edition), Prentice Hall (online version available). Chaffey, D (2011) E-Business and E-Commerce Management (5 th Edition), Prentice-Hall, Harlow (online version available). Chaffey, D & Ellis-Chadwick, F (2015) Digital Marketing: Strategy, Implementation & Practice (6 th Edition), Pearson, Harlow (online version available) . Chaffey, D & Ellis-Chadwick, F (2012) Digital Marketing: Strategy, Implementation & Practice (5 th Edition), Pearson, Harlow (online version available) . Turban, E & Outland, J (2018) Electronic Commerce 2018: A Managerial and Social Networks Perspective (9th Edition), Pearson Education, Upper Saddle River, New Jersey. Turban, E & King, T (2015) Electronic Commerce 2015 (8 th Edition), Pearson Education, Upper Saddle River, New Jersey (online version available) . Chaffey, D, Hemphill, T & Edmundson-Bird, D (2019) Digital Business and E-Commerce Management (7 th Edition), Prentice Hall (Due for Publication April 2019). Chaffey, D & Ellis-Chadwick, F (2019) Digital Marketing: Strategy Implementation & Practice (7 th Edition), Pearson, Harlow (Due for publication February 2019). Additional Texts: Beynon- Davies P (2012) e-business (2 nd Edition), Palgrave MacMillan. Casarez V (2008) Reshaping your business with web 2.0 [electronic resource]: using the new collaborative technologies to lead business transformation, McGraw-Hill. Chaffey,D. & Smith, P.R. (2013) eMarketing eXcellence: planning and optimizing your Digital marketing, 4 th Edition Routledge (ebook). Chen, S. (2004) Strategic Management of e-Business (2 nd Edition), Wiley & Sons, Chichester. Close A.G. (2012) Online Consumer Behaviour: Theory and Research in Social Media Advertising and E-Tail, Routledge (e-book). Combe, C A (2006) E-Business: Management and Strategy, Butterworth-Heinemann, Oxford. (available in library as e-book) Damian R. (2014) Understanding Digital Marketing 3 rd Edition, Kogan Page London UK (ebook). Fill. C, (2009) Marketing Communications, Interactivity, Communities and Content 5 th Edition, Prentice Hall England UK (ebook). Fill, C. and Turnbull, S. (2016) Marketing Communications, discovery, creation and conversations 7 th Edition, Pearson Education. Fill, C.(2013)Marketing Communications brands, experiences and participation 4 th Edition, Taylor Francis (ebook). Hallam J. (2012) The Social Media Manifesto, Palgrave MacMillan. Harrison, R (2016) Social Media: Effective Strategies for Dominating Social Media Marketing with Facebook, Twitter, Youtube, Instagram, LinkedIn and Pinterest (2 nd Edition), Createspace Independent Publishing Platform. Jelassi, T et al (2014) Strategies for e-Business: Creating Value through Electronic and Mobile Commerce (3 rd Edition), Pearson, Dorset. Laudon, K & Traver, C (2017) E-Commerce 2017: business, technology, society (13 th Edition), Pearson Education. Li, F. (2007) What is E-Business?: How the Internet Transforms Organizations. Blackwell Publishing, Oxford. Macarthy, A (2013) 500 Social Media Marketing Tips: Essential Advice, Hints and Strategy for Business: Facebook, Twitter, Pinterest, Google+, YouTube, Instagram, LinkedIn, and More! Reynolds, J (2010) E-Business: A Management Perspective, Oxford University Press, New York. Schneider, G, P (2012) E-business (10 th Edition), Southwestern College Publishing. Singh, N (2012) Localization Strategies for Global E-Business; Cambridge university Press.

Transferrable Skills

By the end of this module students will have gained competence in the following key areas: -360b7 independent learning; b7 research; b7 critical thinking and analysis; b7 problem solving; b7 creativity and innovation; b7 interpersonal skills; b7 communication skills (written and oral); b7 reflective learning.

Module Structure

Activity Total Hours
Assessment (FT) 40.00
Practicals (FT) 4.00
Independent Learning (FT) 124.00
Seminars (FT) 12.00
Lectures (FT) 20.00

Assessment Methods

Component Duration Weighting Threshold Description
Course Work 01 n/a 30.00 35% Group Presentation Week 7 & 8 (20 minutes)
Course Work 02 n/a 70.00 35% Digital Marketing Report ( week 14) 3000 words