BSc Management (Innovation, Strategy and Entrepreneurship)

This unit explores the evolving field of digital marketing management, equipping students with the knowledge and skills required to succeed in today’s digital-driven business environment. The course covers key topics such as digital opportunity analysis, digital marketing strategy, and the digital marketing mix, alongside practical areas like Search Engine Optimization (SEO), Pay-per-Click (PPC) advertising, and social media marketing. Students will critically examine how digital technologies are reshaping marketing practices and consumer interactions, with an emphasis on emerging trends and the broader societal impact of digital marketing. By the end of the unit, students will have a strategic understanding of how to leverage digital tools for effective marketing management, and be able to apply this knowledge to real-world challenges.

BMAN24281 has pre-requisites of: BMAN10101. Only available to students on: Mgt/Mgt Specialism; IMABS and IM. Core for BSc Management with Marketing specialism and BSc ITMB with Marketing specialism.

This course aims to provide students with a comprehensive understanding of marketing management in the digital age. It focuses on the integration of traditional marketing principles with digital tools and strategies. Students will critically evaluate how digital technologies influence marketing planning, strategy development, and consumer engagement, preparing them to navigate the evolving digital marketing landscape effectively.

Introduction to Digital Marketing Management
Digital Opportunity Analysis [Online] 
Digital Marketing Strategy 
Digital Marketing Mix 
Search Engine Optimisation 
Reading Week  
Pay per Click Advertising 
Social Media Marketing 
Digital Marketing’s Role in Society [Online] 
Emerging Trends in Digital 
Coursework Surgery

Lecture Hours: 20 (16 hours in person, 4 hours online asynchronous using Adobe Express) 
Seminar Hours: 10 (5x2 hour seminars)

• Demonstrate a comprehensive understanding of key digital marketing principles, tools, and strategies. 
• Analyze the role of digital marketing in shaping business operations, consumer behaviors, and brand success. 

• Critically assess and apply digital marketing strategies to address real-world business challenges and opportunities. 
• Analyze and interpret digital marketing data to make informed decisions that drive business outcomes. 
• Utilise academic insights to generate informed, strategically minded insights.

• Generate useable insights from online analytics and digital marketing tools. 

• Communicate strategies and outcomes clearly and concisely in written reports, using industry-specific language tailored to the needs of different stakeholders. 

Summative:
Digitally oriented marketing plan to address a real world business problem (100%)

Formative:
1 page summary of final digital marketing report 

Formative:
Written feedback provided via blackboard within 2 weeks of submission

Summative:
Written feedback provided via blackboard within 21 working days of submission 

Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson uk.

Kotler, P., & Keller, K. L. (2006). Marketing management 12e. New Jersey, 143. 

Pre-requisites: BMAN10101
Co-requisites: None

Programme Restrictions:

BSc Management (and all BSc Management specialisms); BSc International Management;; BSc Information Technology Management for Business

For Academic Year 2025/26

Updated: March 2025

Approved by: March UG Committee