The Digital Playbook: Campaigns that Perform

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Modules

Courses / Modules / ARTD6911 The Digital Playbook: Campaigns that Perform

When you'll study it

Term 1

CATS points

ECTS points

7.5

Level

Level 7

Module lead

Juliet Tomlinson

Academic year

2026-27

Module overview

In this module you will develop knowledge and understanding of key digital marketing principles and academic theories and how to apply them to create high-performing campaigns in a competitive global market. You will explore current and emerging digital marketing strategies and techniques, and trends and innovations in areas such as digital consumer behaviour, immersive and experiential marketing, and digital media planning. Through the study of academic theory and industry practice, you will learn how to design, implement, and optimise digital campaigns that deliver measurable results. You will also gain insight into how organisations manage resources and leverage digital tools to enhance campaign effectiveness. By the end of the module, you will be equipped to evaluate digital strategies, apply innovative techniques, and create campaigns that resonate with audiences and achieve strategic objectives.

Aims and Objectives

Learning Outcomes

Transferable and Generic Skills

Having successfully completed this module you will be able to:

Communicate, support and justify ideas and arguments professionally and effectively using appropriate frameworks.

Disciplinary Specific Learning Outcomes

Having successfully completed this module you will be able to:

Formulate and evaluate creative, innovative digital marketing campaign strategies that integrate contemporary digital marketing tools and techniques insights to meet marketing campaign objectives.

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

Contemporary theories, models and frameworks underpinning digital marketing strategies and campaigns.
Current and emerging trends, innovations and challenges in digital marketing and the influence of consumer behaviour on digital marketing strategy.

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

Research and critically evaluate key marketing metrics to evaluate digital marketing campaign performance.

Learning and Teaching

Teaching and learning methods

Indicative teaching and learning methods include webinars, facilitated discussions and debates, guest speaker presentations and self-directed study, authentic and experiential learning collaborative opportunities, live or business-relevant ‘real world’ projects, practical activities, reflective practice activities, and case study analysis. These methods are designed to integrate theory and practice, to foster a spirit of enquiry, promote collaborative learning and meet a range of learner needs and styles. Key transferable skills are encouraged via the learning and teaching activities throughout the programme. Teaching methods include: - live webinars - videos and podcasts - case study analysis - authentic and experiential learning collaborative opportunities - reflective practice activities - guest lectures - interactive forums Learning methods, including independent learning during non-contact time, include: - reflection on written feedback - evaluation of feedback: this may take the form of reflective formative tasks - group and collaborative projects and tasks - independent research and investigation - online reference material research - peer group learning and peer assessment tasks - problem-solving activities - class discussion and debate

Study time
Type	Hours
Online Course	26
Independent Study	90
Guided independent study	34
Total study time	150

Assessment

Summative

This is how we’ll formally assess what you have learned in this module.

Breakdown
Method	Percentage contribution
Portfolio	100%

Referral

This is how we’ll assess you if you don’t meet the criteria to pass this module.

Breakdown
Method	Percentage contribution
Portfolio	100%

Repeat

An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.

Breakdown
Method	Percentage contribution
Portfolio	100%

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