MSc Digital Marketing / Course details

This course unit is designed to immerse students in the dynamics of customer behaviour within digital environments. They will also uncover the factors influencing individuals and businesses in the online realm, delving into the dynamics of thoughts, emotions, and actions. Students will gain a comprehensive understanding of the digital customer journey and enhance their ability to strategize and engage customers effectively in the digital marketplace.

This unit aims to explore the intricacies of consumer behaviour in the digital landscape. It seeks to cultivate an in-depth understanding of individual and business behaviours in the digital context, exploring the factors that shape consumers' thoughts, emotions, identities, and actions; and to outline links between customer behaviour research and marketing theory and practice in the digital domain.

Syllabus (indicative curriculum content):
Consumer Buying Behaviour models
Organization Buying Behaviour models
Understanding customer experience and the digital journey

Workshops will include active learning and discussion sessions.

eLearning tools such as Mentimeter will be used in lectures to check understanding and encourage active learning.

Knowledge and understanding 
A1 Clearly identify and understand the complex interplay of thoughts, emotions, motivations, impulses, and perceptions within the realm of digital consumer behaviour. Individual report

A5 Apply a diverse range of theories relevant to customer behaviour within digital landscapes. Individual report

Intellectual skills
B1 Utilize theoretical knowledge to analyse and interpret digital consumer situations effectively. Group presentation

Practical skills
C1 Acquire the skill to extract valuable insights from academic consumer/organizational behaviour literature, particularly within the digital domain. Individual report

C5 Develop group work and presentation skills through practical exercises centred around consumer experience in digital contexts. Group presentation

Transferable skills and personal qualities
D1 Communicate effectively through written report. Individual assessment

D2 Make oral presentations to non-specialist academic audiences, participating effectively in such contexts. Group presentation

Group presentation 40% 
Individual report  60%

Peer Assessment in 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.  

Core reading

Sethna, Z. (2023) Consumer Behaviour. Fifth edition. Los Angeles: SAGE. 
Solomon, M. R., Askegaard, S., Hogg, M. K., & Bamossy, G. J. (2016). Consumer Behaviour: a European perspective. 6th edition. Pearson.

Supplementary reading
Chaffey, D., Ellis-Chadwick, F. and Ellis-Chadwick, Fiona. (2019). Digital marketing. Seventh edition. Harlow, United Kingdom ; Pearson Education Limited.