Unit 24 Digital Marketing

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The aim of this unit is to introduce students to the major developments taking place in digital marketing. It will enable students to develop an understanding of how organisations use various digital tools and techniques to engage their customers and maintain a competitive advantage. This unit is designed to provide students with the knowledge and tools to work at part of a digital marketing team or go on to study more in this specific area.Digital marketing is now a major component of all successful marketing organisations. However, with the landscape continually evolving, it is important for marketers to stay ahead of their competitors and deliver cutting-edge digital marketing approaches and strategies.

Learning outcomes

LO1 Demonstrate an understanding of the opportunities, challenges and impact of the digital environment

The digital environment:

  • Define what we mean by digital marketing providing an overview of the digital landscape.
  • The differences between online and offline marketing concepts.
  • Describe the key benefits of digital marketing.

Opportunities of digital marketing:

  • The importance of customer insight and understanding in developing effective digital marketing activities.
  • Rise of online consumer power.

Challenges and impacts of digital marketing:

  • The shift from brands and suppliers to customers and their experience of the brand.
  • The impact of negative publicity and meeting customer expectations in the digital age.
  • How to track and monitor the multitude of different devices used by customers.
  • The competitive environment and rising above the ‘noise’.
  • The growth of ‘micro-moments’ and their impact on business.

LO2 Examine key digital tools, platforms and channels, comparing and contrasting bricks and mortar and other physical channels

Digital tools, platforms and channels:

  • The use of digital platforms and the internet for revenue generation.
  • The role of digital marketing communications in relation to the 7Ps.
  • Different types of digital tools and digital hardware to support and enhance marketing.
  • Consumer life-cycle stages of digital adoption.
  • The growth of online transactions and e-commerce.
  • The role of different automated and non-automated sales and support activities.

LO3 Determine how to organise digital marketing activities and build multi-channel capabilities in an organisation

Digital marketing activities:

  • The opportunities and challenges of a digital hardware landscape and the development of multi-channel platforms and online interchanges.
  • Digital marketing campaigns planning.
  • The use of omni-channel marketing to ensure the consistency of the consumer experience in every aspect.

LO4 Evaluate methods of monitoring and measuring digital marketing effectively

Monitoring and measuring techniques:

  • Measurement of digital campaigns using KPIs, measurable metrics and use of analytics platforms.
  • Procedures used for measuring digital campaigns.
  • Performance measures using online metrics.
  • Populations measures.


  • CHAFFEY, D. and SMITH, P. (2012) eMarketing eXcellence: Planning and Optimising your Digital Marketing. 4th Ed. Abingdon: Routledge.
  • HEMANN, C. and BURBARY, K. (2013) Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World. Que Publishing.

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