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2024/25 Taught Postgraduate Module Catalogue

LUBS5449M Digital and Interactive Marketing

15 creditsClass Size: 370

Module manager: Dionysius Ang

Taught: Semester 2 (Jan to Jun) View Timetable

Year running 2024/25

Module replaces

LUBS5448M and LUBS5486M

This module is not approved as an Elective

Module summary

The proliferation of digital media has profoundly changed the way in which businesses reach, engage, interact, and maintain relationships with consumers. The course will provide students with a critical understanding of how digital media could be integrated with interactive marketing and broader techniques and strategies. By providing an in-depth knowledge of the core features and characteristics of various digital media channels, students will be able to appreciate the scope and breadth of digital marketing communications. In addition, students will learn how to combine digital and interactive marketing concepts within a strategic planning framework in order to create integrated online and offline marketing strategies and plans. Finally, the course will provide students with the tools to evaluate and optimize these marketing strategies and plans. Opportunities to experience and analyze the effects of creating a digital and interactive marketing strategy for a business will be provided through applicable projects and assignments.


The media landscape has undergone significant changes in recent years where digital media channels are increasingly dominant. Thus, it is imperative to understand the inner workings of digital media channels and how they can be integrated within interactive marketing strategies to build strong customer relationships for retention and acquisition.
The module aims to provide a solid grounding in the fundamental principles of interactive marketing in the context of digital media. It will evaluate the core features of various media channels, and how to utilize them critically to manage the customer journey, as part integrated digital marketing campaign. The module utilizes simulation tools and practical examples, to demonstrate how digital media such as emails, websites, and banner display ads can be evaluated and utilized in an integrated marketing campaign. In addition, the module equips students with the skills to critically evaluate and measure the outcomes of digital marketing campaigns.

Learning outcomes
Upon completion of this course, students will be able to:
- Demonstrate knowledge of the fundamental concepts underpinning digital and interactive marketing
- Critically evaluate and apply related relationship marketing concepts
- Integrate direct and digital marketing concepts within a wider communications strategic planning framework
- Gain a systematic understanding of the core features and characteristics of various digital media channels
- Critically apply the knowledge of digital media to acquire, retain, and engage customers within the broader consumer relationship marketing discipline
- Critically assess digital strategies and produce informed, detailed, measurable, operational plans to address identified business problems


Topics we will cover:
- Principles of digital and interactive marketing
- Direct response and data management foundations
- Digital customer journey and experience
- Integrated digital marketing
- Measuring and evaluating digital marketing programs

Teaching methods

Delivery typeNumberLength hoursStudent hours
Private study hours120.00
Total Contact hours29.00
Total hours (100hr per 10 credits)149.00

Private study

This could include a variety of activities, such as reading, watching videos, question practice and exam preparation.

Opportunities for Formative Feedback

Your teaching methods could include a variety of delivery models, such as face-to-face teaching, live webinars, discussion boards and other interactive activities. There will be opportunities for formative feedback throughout the module.

Methods of assessment

Assessment typeNotes% of formal assessment
Report3,000 word Individual report100.00
Total percentage (Assessment Coursework)100.00

Resit for this module will be 100% by 3,000 word individual report.

Reading list

The reading list is available from the Library website

Last updated: 29/04/2024 16:16:22


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