Course unit details:
Marketing Management in the Digital Age
Unit code | BMAN73991 |
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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 |
Overview
The module aims to introduce students with no previous experience of the discipline of marketing and digital marketing strategy to its role in the overall management process at an operational level. The course will equip students will a good understanding of the relevant marketing channels and tactics including digital, and its role within the broader process of marketing .For students who have some experience of the subject, to reinforce their knowledge base. For all students, to offer a range of ideas, some of which have been formulated as a result of recent research in the School.
Aims
To provide an understanding of digital marketing theory, principles, tactics and strategies, such as the digital marketing mix, segmentation, targeting and positioning and digital relationship marketing strategies. Social responsibility in marketing will be embedded in the content.
Learning outcomes
By the end of the course students should be able to:
• Provide a critical analysis of the various marketing principles. They should demonstrate this verbally, during class discussions, and in their written work.[A5; D8]
• Discuss how marketing fits into the overall business process.[B1]
• Understand the constraints and challenges that marketing faces.[A1]
• Understand that there are a variety of possible tools and tactics that can be used in marketing [A5]
Syllabus
Introduction to Digital Marketing Strategy
The Digital Marketing Environment & Strategy Implications
Digital Marketing Strategy Formulation
Digital Marketing Performance Measurement & Control
Digital Marketing Strategy & Competitive Advantage
Implementing Value Through Products and Services
Pricing the Market Offering
Place: Delivering Value – The Challenges of Omnichannel Marketing
Promotion & Relationship Marketing
Critical Review of Marketing, Social Responsibility & Ethics in Marketing
Teaching and learning methods
A mixture of learning processes is adopted. These include lectures, seminar activities and case studies. They are supported by material on Blackboard such as formative quizzes.
Knowledge and understanding
Discuss how marketing fits into the overall business process.
Understand the constraints and challenges that marketing faces.
Understand that there are a variety of possible tools and tactics that can be used in marketing.
Intellectual skills
Provide a critical analysis of various marketing principles.
Practical skills
Demonstrate an understanding of marketing principles through written work online discussion board.
Transferable skills and personal qualities
Communicate marketing insights effectively through verbal discussions and written analysis.
Assessment methods
On-line assessed discussion board 20%
Essay plan 20%
Essay 60%
Feedback methods
Written, verbally during class and via Blackboard.
Recommended reading
Kotler, P, Brady, M, Goodman, M, Hansen, T. (2019) Marketing Management: European Edition, Pearson Education, Limited, Harlow.
Study hours
Scheduled activity hours | |
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Lectures | 20 |
Seminars | 10 |
Independent study hours | |
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Independent study | 120 |
Teaching staff
Staff member | Role |
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Georgios Bekos | Unit coordinator |
Judith Zolkiewski | Unit coordinator |
Additional notes
Informal Contact Methods
Office Hours
Online Learning Activities (discussions, self-assessment questions)