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Digital Marketing Practice

Masters module in Digital Marketing Practice.


Digital Marketing is core to the success of branding and promotion of organisations of all size in today’s economy, in all sectors, in all regions of the world.

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This module draws upon modern digital marketing practices and traditional marketing theory, with a focus on the digital marketing needs of companies operating in both the B2B and B2C sectors. The nature of Digital Marketing necessitates a need to be up-to-date with current practices and developments within the industry and for marketers to be able to make an immediate and effective contribution to an organisation's digital presence.

Participants completing this module will be expected to master essential digital marketing practices such as Social media management, Search Engine Optimisation (SEO), PPC Campaign Management, Inbound Marketing Management & Content Management and work productively with Big Data management fed through online performance which will be inherited from assessment output. This module will provide the practical skills and support that participants will be able to implement immediately in their respective organisations.

Teaching methods will incorporate many aspects of the digital world in the teaching practice; website development, social media, analytical tools, data mining, and will utilise both online and offline marketing tools to deliver module material.

The learning experience is intended to be flexible and student-centred, aiming to deliver an interactive learning experience. Students will have the opportunity to develop, as part of the module assessments an online portfolio of competencies that will sharpen their practical skills. Students will also be encouraged to develop critical skills and produce material consistent with both academic and current industry requirements.


Learning outcomes

On completion of the module, participants will be able to:

  • Evaluate and apply digital marketing practices in a wide range of business environments
  • Assess, in a critical manner, advanced models, techniques and concepts of digital marketing in an international context
  • Critically analyse and evaluate the application of traditional marketing concepts, models and techniques across a wide range of business environments
  • Critically examine the impact of current international advances in digital technologies and their effect upon traditional marketing management practices

This course is equivalent to 20 credits at SCQF Level 11 (Post-graduate/Masters level).  Participants may be able to continue onto the full MSc Digital Marketing; you can find out further information on the Masters Programme at



This course is accredited by the Digital Marketing Institute and delegates successfully completing the course will be awarded status of Digital Marketing Institute Associate. Further information about this chartered body can be found at https:/



One 2 hour live online session per week, Fridays 1pm to 3pm.

Asynchronous online learning - materials, tasks and online discussions through our virtual learning environments.

Participants will be able to access all materials through our virtual learning environments (Moodle, Google platforms and other) and will work through the course content in their own time.  Participants will be expected to contribute to online forums and tasks, and engage with group-wide projects and discussions.

Typically, delegates will work through around 80 hours of materials and activities over the course, and dedicate additional time to self-study.

Delegates are expected to complete the work for this class in advance of the live sessions. 



Participants will typically have already attained a Bachelor’s degree (or have equivalent experience), and work in a business or marketing-focused role.

Please note that this course is Masters-level study and requires a significant time and effort commitment in order to successfully complete the course. 

If you cannot commit to attending workshops or submitting assessments, you may prefer our single day or half-day workshops. Please contact for more information. 



This course may be available on a fully funded basis to some delegates.  Further details, including regarding eligibility, are available under Funding Support.

If you have any questions, please contact us at 


NOTE: This is a university module and upon approval of your application, you will be invited to register and then supported to complete enrolment. To enrol on the university system, the first step involves security set-up using the Microsoft Authenticator app; you will need to ensure that you have a compatible smartphone.

Further information is available at the Student Information Portal.

To access this module via the CPD route, individuals should be ordinarily resident in Scotland.  If you do not meet this criteria, please enquire here.

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