MSc Marketing / Course details

Year of entry: 2024

Course unit details:
Marketing in a Digital World

Course unit fact file
Unit code BMAN74781
Credit rating 15
Unit level FHEQ level 7 – master's degree or fourth year of an integrated master's degree
Teaching period(s) Semester 1
Available as a free choice unit? No


Over the last years, marketing has seen significant developments. New technologies and web 2.0 changed the way customers discover, evaluate, and purchase products and services. Online ads are the new billboards, podcasts are the new radio, and everything is powered by AI. Consumers live, work, connect, relax, learn, and purchase products/services in digitally. Digital marketing offers many possibilities, by using numerous digital tactics and channels to connect with customers where they spend much of their time: online. Effective digital marketing is now non-negotiable for organizations that want to be where their customers are. 


This module aims to develop a critical understanding of the role of digital marketing in modern organisations. This course unit aims to familiarise students with the ways marketers make decisions and act in a digitalised world. The curriculum of this unit is purposefully designed to develop marketing leaders in a digital world, whether “digital” is in the desired job title or not. Specifically, the course unit will familiarize students with the technologies which make digital marketing possible, the relationship between digital marketing and the wider organisation, the key issues in the development and implementation of digital marketing strategies. The students will explore a range of digital marketing tools and tactics including content marketing, display advertising, digital video, search engines, social media, mobile, email, content marketing, and more. 

Learning outcomes

Knowledge and understanding

•  (ILO1) Demonstrate knowledge and clear understanding of how the Internet and other platforms support digital marketing
•  (ILO2) Develop a clear understanding of the nature and scope of digital marketing in modern business organizations
•  (ILO3) Demonstrate a critical appreciation of the importance, and limitations, of business models in digital marketing strategy

Intellectual skills

•  (ILO3) Critically evaluate a company’s business needs and develop digital marketing recommendations that fulfil those needs.
•  (ILO4) Critically assess the key issues in the development and implementation of digital marketing strategy

Practical skills

•  (ILO5) Analyse and evaluate the development and execution of digital campaigns
•  (ILO6) Recognize a variety of digital tools and applications
•  (IOL7) Comprehend owned, paid, and earned media and identify key players in the digital media ecosystem.  

Transferable skills and personal qualities

•  (ILO8) Effectively communicate digital marketing concepts Develop a data driven decision-making mindset.
•  (ILO10) Create an understanding of different business contexts in a digital world


•  The Internet and the World Wide Web. Why digital matters? 
•  Changes in the digital environment that a marketer has to be aware of
•  The digital persona and customers’ journey
•  The impact of digital on marketing mix and on value proposition
•  Creating innovative and impactful digital content
•  Planning and creating a website
•  Objectives and Key Performance Indicators in a digital world (e.g., Reach, Conversions, Traffic, Awareness, Engagement)  
•  Developing Digital Marketing Strategies
•  Implementation of strategies in a digital world: Search Engine (i.e., SEO, SEM, PPC) and Social Media Marketing (earned and paid)

Teaching and learning methods

Lectures – Lecture will be used to develop a solid understanding of theoretical concept and existing body of knowledge.
Seminars – Activities will be set up to encourage critical discussion of the theoretical concepts presented during the lecture.

Assessment methods

Individual Coursework Assignment 100%

Feedback methods

Feedback will be provided on BB within 15 working days

Recommended reading

Chaffey, D., & Ellis-Chadwick, F. (2022). Digital marketing: strategy, implementation & practice. Pearson, UK.

Chaffey, D., Smith, P. (2008) eMarketing eXcellence. Planning and optimizing your digital marketing. San Diego: Butterworth Heinemann.

Study hours

Scheduled activity hours
Lectures 20
Seminars 10
Independent study hours
Independent study 120

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