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Interactive Marketing

  • Module code: BM7585
  • Year: 2018/9
  • Level: 7
  • Credits: 15
  • Pre-requisites: None
  • Co-requisites: None


"Without a doubt, new technologies have had a profound and lasting impact on the marketing function. A paradigm shift has occurred which will forever change the way marketers and marketing managers work. This does not mean, however, that ‘old' marketing tools are no longer relevant." (Molennar, 2012)

In today's business world, a large number of organisations base their strategic initiatives on various digital business models, sometimes transforming whole industries in the process. In addition, many other successful organisations use interactive marketing as the core of their marketing strategy and/or to complement and extend their offline marketing activities. Thus, understanding the theory and practice of Interactive marketing has become an essential element of modern marketing.


  • To understand interactive marketing and its role in modern marketing
  • To examine the theory and practice of Interactive marketing and compare where appropriate with traditional or offline marketing;
  • To develop a working knowledge and understanding of the application of Interactive marketing strategies and techniques.

Learning outcomes

On successful completion of the module, students will be able to:

  • Critically evaluate a range of strategies and techniques, which may be used to develop Interactive marketing campaigns.
  • Understand and perform the steps needed to develop interactive marketing campaigns
  • Understand and evaluate the various metrics used in assessing interactive marketing campaigns

Curriculum content

  • Digital strategies and goal setting
  • The digital experience
  • Interactive marketing tactics
  • Measuring and monitoring interactive marketing activities
  • Planning and managing interactive campaigns

Teaching and learning strategy

Classes will combine the study of theory with participative learning by means of case studies, student presentations and in-class practical exercises. Students will be expected to have prepared for the module though specified pre-reading and to participate in all classes by presenting material for discussion and debate. Class time will also be used to discuss the assignment.

The module will be supported by Canvas where students can access teaching materials.

Breakdown of Teaching and Learning Hours

Definitive UNISTATS Category Indicative Description Hours
Scheduled learning and teaching Classroom teaching 32
Guided independent study Preparing for/reviewing lecture material Preparing for in-class presentations Written individual assignment 118
Total (number of credits x 10) 150

Assessment strategy

Two assessments will ensure that the module's learning outcomes are met:

  • An individual report worth 70% typically in the form of a digital marketing plan for a brand
  • A group presentation worth 30%, typically a ten minute presentation on a marketing topic where students are expected to link theory to practice.

Mapping of Learning Outcomes to Assessment Strategy (Indicative)

Learning Outcome Assessment Strategy
1. Critically evaluate a range of strategies and techniques, which may be used to develop Interactive Marketing campaigns. Individual Report Group Presentation
2. Understand and perform the steps needed to develop Interactive Marketing campaigns Individual Report
3. Understand and evaluate the various metrics used in assessing Interactive Marketing campaigns Individual Report

Elements of Assessment

Description of Assessment Definitive UNISTATS Categories Percentage
Individual report Coursework 70%
Group Presentation Practical Exam 30%
Total (to equal 100%) 100%

Achieving a pass

It IS NOT a requirement that any major element of assessment is passed separately in order to achieve an overall pass for the module.

Bibliography core texts

Chaffey, D. (2015) Digital business and e-commerce management: strategy, implementation and practice, Pearson, Harlow. ISBN 978-0-273-78654-2

Bibliography recommended reading

Molenaar, C. (2012). e-Marketing Applications of information technology and the Internet within marketing. Routledge, Wolverhampton. ISBN 978-0-415-67728

Strauss, J. & Frost, R. (2012). E-Marketing. Pearson, London. ISBN 978-0-13-280646-6

Online resources:

Smart Insights


Marketing Week

Brand Republic

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