SHE Level 5
SCQF Credit Points 15.00
ECTS Credit Points 7.50
Module Code MMN524959
Module Leader Noreen Siddiqui
School Glasgow School for Business and Society
Subject Fashion Marketing
  • A (September start)
  • B (January start)
  • C (May start)

Pre-Requisite Knowledge

Successful completion of an Undergraduate Degree or equivalent

Summary of Content

The constant innovation of digital media and technologies and the ways in which organisations and consumers interact with them has had a transformative impact upon marketing activities. The level of competition has intensified as organisations invest more in digital marketing to reach their audiences through multiple platforms and encourage them to interact and buy. Today many organisations across different sectors use a range of marketing tactics to compete as they seek to grow their business within local and international markets. This module will evaluate the role of digital media and technologies and its impact on marketing activities. It will appraise the opportunities and challenges presented by the digital environment with a focus on how marketers can enhance consumer value. within an international context. The module will review the fundamentals of marketing and discuss how these may be applied within the digital environment. From an organisational perspective, the module will review a range of challenges, opportunities and skillset required to make the most of digital marketing activities. From a consumer perspective, it will review how digital technologies can enhance consumer value through the development of eCRM, create digital experiences and engage with consumers through social networks. On completion of the module, students should have an awareness of how to utilise digital marketing to enhance consumer value and grow their business.


Introduction to marketing, development of marketing, concepts and models. Evolution of digital marketing - definitions, characteristics, opportunities and challenges; skills Role of digital marketing, concepts and emerging models; Assess the impact of digital technologies on consumers; consumer behaviour Review a range of digital technologies and their impact on digital marketing Review the e-marketing mix Role of website and social media networks in engaging consumers Evaluate how digital technologies presents opportunities to enhance consumer value and develop eCRM

Learning Outcomes

1. Discuss the development of the marketing concept and the impact of digital technologies on the fundamental models and paradigms.2. Evaluate the impact of the digital technologies upon businesses and marketplaces across a variety of different sectors. 3. Review the impact of digital consumption on consumers and their behaviour.4. Appraise the e-marketing mix.5. Review the role of technologies in creating digital experiences and consumer value e.g. Website and eCRM

Teaching / Learning Strategy

In order to facilitate an enhanced blended learning delivery, the learning and teaching strategy comprises a number of different elements hosted through the GCU portal: Discussions will take place through a range of e-learning tools to provide a blended learning experience e.g. seminars discussion will continue through the use of e-learning tools such as Padlet; blogs, on online discussion forums, Collaborate etc. Online lectures will be delivered to offer additional teaching and learning support; Students will be provided with dedicated discussion forum centered around the assessment to provide assistance on how each topic area fits with the completion of the assessment. Students will be expected to use a number of tools to enhance learning and teaching e.g. similar for website analysis and storify to evaluate audience engagement via social networks E-learning tools will be utilized to enhance the presentation of report e.g. SWAY Hence, theories and concepts are delivered through a range of blended learning tools e.g. F2F lectures and seminars will be enhanced through a range of eLearning tools encouraging online discussions, critical thinking and student engagement. The student is therefore provided with the opportunity for creative independent learning within an evolving learning community. Opportunities for formative feedback will take place via a student presentation.

Indicative Reading

-567 Books and articles: Core text: Chaffey, D. and Smith P.R. (2017) Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing, 5 th Edition, Routledge (available online) Additional Reading: Chaffey , D. and Ellis-Chadwick, F. (2016) Digital Marketing: Strategy; Implementation & Practice (6 th Edition), Prentice Hall. Chaffey,D. (2014) Business and E-Commerce Management: strategy, implementation and practice (6thEdition) Fill,C. and Turnbull,S. (2016) Marketing Communications, discovery, creation and conversations, 7 th Edition, Taylor Francis Kingsnorth, S. (2017) Digital Marketing Strategy An integrated approach to online marketing, Kogan Page London UK Laurent, F. (2013) How to Measure digital marketing: metrics for assessing impact and designing success Palgrave Macmillan (available online) Rowles, D. (2013) Mobile Marketing Kogan Page Ryan, D. (2017) Understanding Digital Marketing: Marketing strategies for engaging the digital generation, 4 th Edition) Kogan Page. Ryan, D. (2014) The Best Digital campaigns in the world: Mastering the art of customer engagement 2 nd Edition Kogan page (available online) Safko and Brake (2012) The Social Media Bible: tactics, tools and strategies, John Wiley and Sons (ebook). Turban, E & King, T (2012) Electronic Commerce 2012 (7 th Edition), Pearson Education, Upper Saddle River, New Jersey. Zarella, D. (2010) The Social Media Marketing Handbook O'Reilly (available online) Journals -360b7 Journal of Direct, Data and Digital Marketing practice b7 Journal of Digital & Social Media Marketing b7 Journal of Interactive Marketing b7 Journal of Marketing b7 Journal of Consumer Marketing b7 Journal of Marketing Intelligence and Planning b7 Journal of the Academy of Marketing Science b7 European Journal of Marketing b7 International Journal of Marketing b7 Journal of Internet Marketing b7 Journal of Marketing Theory and Practice b7 International Journal of Retail & Distribution Management b7 International Review of Retail, Distribution & Consumer Research b7 Journal of Strategic E-Commerce ACM Transactions on Internet Technology

Transferrable Skills

By the end of this module students will have gained competence in the following key areas: Time management: Manage own time in order to meet deadlines Independent working: Work effectively in an independent form. Group work: working in a team to achieve group objectives Information retrieval skills: Demonstrate ability to source information using electronic methods. IT skills: Work effectively using information and communication technology such as web and Internet, databases, spreadsheets, email and word processing. Communication and writting: Demonstrate ability to communicate accurately and appropriately to the audience. Numeracy skills: Use financial and other forms of numerical data to report information and solve problems

Module Structure

Activity Total Hours
Independent Learning (FT) 74.00
Seminars (FT) 12.00
Assessment (FT) 40.00
Lectures (FT) 12.00
Tutorials (FT) 12.00

Assessment Methods

Component Duration Weighting Threshold Description
Individual Report n/a 100.00 45% Individual Report 3000 words