5B001B - The Grid: Digital Marketing and Social Media 01 Jan 2026 - 31 Aug 2032 | Version 1

Associated Module Information

Module Code: 5B001B
Module Title: The Grid: Digital Marketing and Social Media
Faculty: Faculty of Business and Creative Industries
Faculty Group: Fashion, Marketing and Photography
Faculty Sub Group: Fashion
Module Leader: Emma Jones
Module Team: Sofia Christidi, Sally Phillips, Jennifer Whitney
First Intended Intake: JAN 2026 Final Year of Intake: 2031
Date Closed:
Credit Value: 30 Credit Level: 5
Language: English
Percentage of Module Taught in Welsh: 30
Equivalent Module:
HECOS codes: 100075 - marketing
HECOS Code Weighting: 100

Document Version Information

Version 1
Valid From 01 Jan 2026
Valid To 31 Aug 2032

Module Aims

The main aims of the module are: 

  • Equip students with practical and theoretical knowledge of digital marketing, e-commerce and social media in the fashion industry.  

  • Develop critical skills in campaign design, analytics and content creation. 

  • Encourage reflection on ethical, cultural, and sustainability issues in digital fashion marketing. 

Content Summary

As a core BA Fashion Marketing module at the start of year two, this module develops students’ ability to critically evaluate and apply digital marketing concepts within the fashion industry, while exploring the transformative impact of emerging technologies. It examines how digital tools, channels, e-commerce and innovations—including artificial intelligence (AI), machine learning, and Web3 technologies —can be strategically integrated into campaign planning. Emphasis is placed on personalization, immersive consumer experiences, and the role of decentralized platforms in shaping future brand engagement. Students will design adaptable, evidence-based campaigns that align with brand identity and consumer expectations, balancing theoretical frameworks with practical application. 

Students will demonstrate understanding of core digital marketing theories, critically evaluate fashion-specific digital channels, and apply frameworks to design and justify a digital campaign plan that incorporates creativity, sustainability, and ROI. Learners will also reflect on ethical, cultural, and technological implications of digital fashion marketing in an increasingly connected and decentralized marketplace. 

Learning and Teaching Methods

Activity Type Hours
Practical classes & Workshops 54
Formative Assessment 2
Guided Study 184
Summative Assessment 60
Total Hours Selected 300

Learning Outcomes

# Learning Outcome
LO1 Demonstrate understanding of core digital marketing theories.
LO2 Evidence fashion-specific digital channel alignment with specific consumers

Module Requisites

N/A

Assessment Criteria

Assessment Category Assessment Type Description Duration Word Count Weight (%) Best of? Pass Mark
Asynchronous Assessment  Project Output  Project Output comprising a digital campaign plan, digital content and critical reflection—is designed to reflect authentic industry practice and align with USW assessment for learning principles 1 6000 100 No 40

Assessment Matrix

Assessment Type Learning Outcomes
LO1 LO2
Project Output  ✔ ✔

Reading List

??Week 1 – Introduction to Digital Marketing Strategy & SOSTAC 

Essential: 

  • Chaffey, D. (2019). Digital Marketing. Pearson Education. 

  • Corcoran, A. (2023). Integrated Digital Marketing in Practice. Cambridge University Press. 

Supplementary: 

  • Kotler, P. (2012). Kotler on Marketing. Simon & Schuster. 

  • Harris, C. (2017). The Fundamentals of Digital Fashion Marketing. Bloomsbury. 

 

Week 2 – Strategic Frameworks & Campaign Planning 

Essential: 

  • Fill, C. & Turnbull, S. (2016). Marketing Communications: Discovery, Creation and Conversations. Pearson Higher Ed. 

  • Kingsnorth, S. (2022). Digital Marketing Strategy: An Integrated Approach to Online Marketing. Kogan Page. 

Supplementary: 

  • Posner, H. (2015). Marketing Fashion: Strategy, Branding and Promotion. Laurence King. 

  • Cope, J. & Maloney, D. (2016). Fashion Promotion in Practice. Bloomsbury. 

 

Week 3 – Branding, Storytelling & Content Strategy 

Essential: 

  • Posner, H. (2015). Marketing Fashion: Strategy, Branding and Promotion. Laurence King. 

  • Chaffey, D. (2019). Digital Marketing. Pearson Education. 

Supplementary: 

  • Graham, B. & Anouti, K. (2018). Promoting Fashion. Laurence King. 

  • Chow, S. (2018). The Fashion Business Manual: An Illustrated Guide to Building a Fashion Brand. Fashionary International. 

 

Week 4 – Channels, Influencers & Community 

Essential: 

  • Kingsnorth, S. (2022). Digital Marketing Strategy. Kogan Page. 

  • Corcoran, A. (2023). Integrated Digital Marketing in Practice. Cambridge University Press. 

Supplementary: 

  • Harris, C. (2017). The Fundamentals of Digital Fashion Marketing. Bloomsbury. 

  • Kim, E., Fiore, A. M., Payne, A., & Kim, H. (2021). Fashion Trends: Analysis and Forecasting. Bloomsbury. 

 

Week 5 – Data, Analytics & Ethics 

Essential: 

  • Chaffey, D. (2019). Digital Marketing. Pearson Education. 

  • Fill, C. & Turnbull, S. (2016). Marketing Communications. Pearson Higher Ed. 

Supplementary: 

  • Kotler, P. (2012). Kotler on Marketing. Simon & Schuster. 

  • Martin, E., Ahmad, J., & Gordon, F. (2009). Consumer Behaviour. Wiley. 

 

Week 6 – Campaign Pitch & Reflection 

Essential: 

  • Corcoran, A. (2023). Integrated Digital Marketing in Practice. Cambridge University Press. 

  • Posner, H. (2015). Marketing Fashion. Laurence King. 

Supplementary: 

  • Harris, C. (2017). The Fundamentals of Digital Fashion Marketing. Bloomsbury. 

  • Graham, B. & Anouti, K. (2018). Promoting Fashion. Laurence King.