MSc Digital Marketing / Course details

There are a range of situations and contexts when digital marketing can play a role in driving performance and creating competitive advantage. This module will introduce students to real life marketing problems across different industries and contexts. To provide solutions to those problems, students will acquire problem solving and marketing planning skills.

The unit aims:
(1) to explore some of the key trends in current and future digital marketing.
(2) to equip students with the tools to utilise these current techniques as solutions to real-world business problems
 

Knowledge and understanding

Utilise current digital marketing techniques and problem solving skills to develop well informed solutions to real business problems [A1]

Intellectual skills

Evaluate the latest research developments in digital marketing, taking account of the limits of current knowledge and the effects of this on analyses and interpretation [B2]
Show understanding and appreciation of how automation is applied in digital marketing [B7]

Practical skills

Show understanding and appreciation of how automation is applied in digital marketing [C4]

Transferable skills and personal qualities

Deliver practitioner focused oral presentations, participating effectively in such contexts [D2]

1 x 2 hour lecture per week, 1 x 1 hour workshop per week
 

Group Presentation 30%
Individual Coursework 70%

Formative
Opportunity for 1-1 feedback on both group presentation and individual coursework
Oral feedback in lectures and seminars
Weekly knowledge check quizzes

Written feedback provided 15 working days after submission

Core Textbooks:

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

Tuten, T. L., & Solomon, M. R. (2020). Social media marketing. Sage.

Further Readings:

Kumar, V., Ramachandran, D., & Kumar, B. (2021). Influence of new-age technologies on marketing: A research agenda. Journal of Business Research, 125, 864-877.

Hoffman, D. L., Moreau, C. P., Stremersch, S., & Wedel, M. (2022). The rise of new technologies in marketing: a framework and outlook. Journal of Marketing, 86(1), 1-6.

Martínez-López, F. J., & D'Alessandro, S. (Eds.). (2020). Advances in Digital Marketing and eCommerce. Springer.

Huang, M., Rust, R.T. (2021) A strategic framework for artificial intelligence in marketing. Journal of the Academy of Marketing Science. 49, 30–50.

Miao, F., Kozlenkova, I. V., Wang, H., Xie, T., & Palmatier, R. W. (2022). An emerging theory of avatar marketing. Journal of Marketing, 86(1), 67-90.

Wichmann, J. R., Wiegand, N., & Reinartz, W. J. (2022). The platformization of brands. Journal of Marketing, 86(1), 109-131.

Raisch, S., & Krakowski, S. (2021). Artificial intelligence and management: The automation–augmentation paradox. Academy of Management Review, 46(1), 192-210.

Wedel, M., Bigné, E., & Zhang, J. (2020). Virtual and augmented reality: Advancing research in consumer marketing. International Journal of Research in Marketing, 37(3), 443-465.

Stackpole, T. (2022). Exploring the Metaverse. Harvard Business Review, 100(4), 146–147.

Davenport, T. H., Guha, A., & Grewal, D. (2021). How to Design an AI Marketing Strategy. Harvard Business Review, 99(4), 42–47.