MSc Marketing / Course details

New technologies have transformed the way customers discover, evaluate, and purchase goods and services. Customers live, work, connect, relax, learn, and purchase digitally. In this context, digital marketing offers numerous opportunities, by utilising a variety of digital tactics and communications channels to connect with customers where they spend much of their time: online. This course is designed to equip students with the vital knowledge and skills needed to navigate today's ever-evolving digital marketing landscape.

This course aims to develop a deep understanding of the role of digital marketing in  organisations. The unit aims to familiarise students with the ways marketers make decisions in a world that is becoming increasingly digital. The course content is designed to help develop future marketing leaders, whether "digital" is in the desired job title or not. Specifically, the course will focus on the key issues relating to the development  of digital marketing strategies and implementation of digital marketing campaigns. The students will explore a range of digital marketing tools and tactics such as content marketing, display advertising, search engines,mobile, email and social media marketing.

Knowledge and understanding

• (ILO1) Develop an understanding of the nature and scope of digital marketing in  organisations

Intellectual skills

• (ILO2) Critically evaluate an organisation’s needs and develop digital marketing recommendations that fulfill those needs.
• (ILO3) Critically assess the key issues in the development of digital marketing strategy 
Practical skills
• (ILO4) Demonstrate how to execute digital marketing campaigns
• (ILO5) Recognize a variety of digital tools and tactics which help execute digital marketing campaigns

Transferable skills and personal qualities

• (ILO6) Communicate digital marketing concepts in written form

• (ILO7) Demonstrate an understanding of social responsibility in digital marketing
 

Syllabus

• The digital marketing landscape
• Digital customer journey
• Developing digital marketing strategies
• Executing digital marketing campaigns
• The impact of digital on the marketing mix
• Objectives and key performance indicators (KPIs) for digital marketing campaigns
• Digital marketing tools and tactics, such as content marketing, website marketing, search engine (e.g., SEO, PPC) and social media marketing
• Responsibility in digital marketing activities
   

The United Nation’s Sustainable Development Goal, SDG (12) Responsible consumption and production is covered in this course and other SDGs are addressed through coursework.

Lectures 
Seminars
Online Discussion Board

Group Coursework (25%; Digital marketing strategy exercise with optional peer assessment)

Individual Coursework (75%; Report) 

Peer Assessment for Group Work 
Please note we will use a formal peer assessment process for the group work assessment. Where deemed appropriate by the course unit leader(s), the peer assessment will be summative.

• Feedback will be provided for coursework in line with the summative feedback policy.
• Written comments on individual reports.
• Informal advice and discussions during lectures and seminars.
• Formative feedback on coursework in lectures and seminars.
• Online discussion board.
• Opportunity for individual meetings with course instructor(s).

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