MSc Digital Marketing / Course details

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.

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. 

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]

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 

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.

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. 

Provide a critical analysis of various marketing principles. 

Demonstrate an understanding of marketing principles through written work online discussion board.

Communicate marketing insights effectively through verbal discussions and written analysis. 

On-line assessed discussion board 20% 
Essay plan 20%
Essay 60%
 

Written, verbally during class and via Blackboard.

Kotler, P, Brady, M, Goodman, M, Hansen, T. (2019) Marketing Management: European Edition, Pearson Education, Limited, Harlow.   

Informal Contact Methods

Office Hours
Online Learning Activities (discussions, self-assessment questions)