AD2DIM: Digital Marketing

Module code: AD2DIM

Module provider: School of Agriculture, Policy and Development

Credits: 20

Level: 5

When you’ll be taught: Semester 2

Module convenor: Mr Nick Walker , email: n.walker@reading.ac.uk

Pre-requisite module(s):

Co-requisite module(s):

Pre-requisite or Co-requisite module(s):

Module(s) excluded:

Placement information: NA

Academic year: 2025/6

Available to visiting students: Yes

Talis reading list: Yes

Last updated: 19 June 2025

Overview

Module aims and purpose

The growth of the internet has created new opportunities for organisations to reach and build relationships with their customers. At the same time, many firms struggle with making a successful transition from offline to online marketing. This module provides students with the key tools required to implement a successful digital marketing strategy. This includes understanding search engines, social media, content marketing and the analysis of web analytics data. Students will also build an understanding of the wider social and public policy issues that use of internet technology, including questions of regulation, privacy and use of customer data.

Module learning outcomes

By the end of the module, it is expected that students will be able to:

1. Classify and synthesise the micro and macro marketing environment. Students will also demonstrate how the digital marketing mix is deployed as part of the wider marketing strategy
2. Learn the best practice in applying techniques for communicating with customers, building relationships and facilitating electronic commerce using digital marketing channels such as Search Engine Optimisation (SEO), Social Media Marketing (SMM), Pay Per Click (PPC) advertising and online public relations
3. Document and monitor marketing and/or digital marketing skills and will apply essential skills and knowledge for work placements involving websites and online activities

Module content

This module will cover a range of topics relate to digital marketing including:

• Apply digital marketing analysis
• The micro and macro environment
• Digital marketing strategy
• Campaign planning for digital media;
• The Digital marketing mix – tactics and implementation
• Marketing communications integrating digital media channels with offline techniques
• Evaluation and improvement of digital channel performance

Structure

Teaching and learning methods

This module is taught using a range of methods including Interactive lectures, blackboard lecture slides, using learning resources for example videos and further learning resources including Vlogs, blogs and industry websites.

Study hours

At least 40 hours of scheduled teaching and learning activities will be delivered in person, with the remaining hours for scheduled and self-scheduled teaching and learning activities delivered either in person or online. You will receive further details about how these hours will be delivered before the start of the module.