MSc Digital Marketing / Course details

• Digital Business background and frameworks
• E-Commerce trends and evolution
• Digital Business and Digital Marketing methods, techniques and tools;
• SMEs and Digital Business
• Business models for e-Commerce
• Digital Business solutions: Digital marketing; SCM, Artificial Intelligence
• Advanced Topics in Digital Business (IT infrastructure, Industry 4.0)
• Case Studies: several examples of real-life cases will be presented for analysis and discussion by the students

 

BMAN71702 Programme Req: BMAN71702 is only available as an elective to students on MSc Marketing, MSc Data Science (Bus&Man) and MSc Digital Marketing

• To investigate state of the art in Digital Business from both a theoretical and practical standpoint
• To examine a range of Digital Business models focussing on how they support the various business activities
• To examine the emerging Digital Business/e-Commerce technologies and how they affect Business to Business and Business to Consumer applications
• To explore the relationship and impact of Digital Business/e-Commerce in strategy and operations
• To investigate Digital Marketing technologies and their integration with Digital Business frameworks
• To develop Digital Business problem solving strategies via case studies and group work
• To study the latest developments in Digital Business research and practice

Academic knowledge

• Show a systematic understanding of the ways in which ICT can influence e-Business development
• Understand key issues and problems of Digital Business adoption
• Understand the reasons for, the possibilities, and the impact of e-Commerce and Digital Marketing solutions in a business context.

Intellectual skills

• Demonstrate a conceptual grasp of a range of Digital Business models
• Critically evaluate how organisations apply Digital Business models and infrastructure to provide innovative business solutions and services
• Demonstrate a conceptual grasp of the state-of-the-art in e-Business and Digital Marketing practice

Subject practical skills

• Design and critically evaluate a Digital Business model
• Use Digital Business and Digital Marketing methods, techniques and tools to solve case studies addressing managerial issues
• Use Digital Marketing Tools in e-Commerce Research (Google Trends, Consumer Barometer)

Transferable skills

• Independently gather, sift, synthesise and organise material from a variety of sources, and critically evaluate the extent to which it might contribute to current developments in the field.
• Improve one’s own approach to professionalism through planning, monitoring, critical evaluation and reflection.
• Demonstrate an ability to collaborate with other people through group work.
• Prepare a coherent and well structured written report

Formal Contact Methods

Minimum Contact hours: 20 

 

50% Individual Coursework

50% Group Coursework

 

Written, verbally during class and via Blackboard

(1) Chaffey, Dave, Tanya Hemphill, David Edmundson-Bird Digital Business and E-Commerce Management, Pearson Education Ltd, 7th edn, 2019,

(2) Laudon, Kenneth and Traver, Carol, E-Commerce 2019: Business, Technology, Society. Global Edition, 15/E, Pearson, 2019.

(3) Efraim Turban, David King, Jae Kyu Lee, Ting-Peng Liang, Deborrah C. Turban Electronic Commerce 2018: A Managerial and Social Networks Perspective, Ninth Edition, Springer, 2018.

(4) Dave Chaffey, F Ellis-Chadwick, Digital Marketing, Pearson, 7th edition, 2019.

(5) Schmidt/Cohen, The New Digital Age: Reshaping the Future of People, Nations and Business, Publisher: John Murray 2014.

(6) Klaus Schwab, The Fourth Industrial Revolution, Portfolio Penguin (2017)

(7) Alexander Osterwalder, Yves Pigneur, Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers, John Wiley & Sons, 2010.

 

Informal Contact Method

Office Hours

Online Learning Activities (blogs, discussions, self-assessment questions)

Q&A informal slots at the end of teaching sessions