BSc Management (Innovation, Strategy and Entrepreneurship)

Year of entry: 2024

Course unit details:
Marketing Management in a Digital Age

Course unit fact file
Unit code BMAN24281
Credit rating 20
Unit level Level 2
Teaching period(s) Semester 1
Available as a free choice unit? No

Overview

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.

Pre/co-requisites

Unit title Unit code Requirement type Description
Principles of Marketing BMAN10101 Pre-Requisite Compulsory
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.

Aims

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.

Syllabus

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

Teaching and learning methods

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

Knowledge and understanding

• 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. 

Intellectual skills

• 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.

Practical skills

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

Transferable skills and personal qualities

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

Employability skills

Other
Prepares students to critically assess and apply digital marketing strategies, fostering creativity and adaptability for real-world business challenges. Develops skills to use academic insights and data analysis to create informed, effective, and practical business solutions. Equips students with expertise in industry-standard tools and analytics platforms, enabling them to generate actionable insights and drive business outcomes.

Assessment methods

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

Formative:
1 page summary of final digital marketing report 

Feedback methods

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

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

Recommended reading

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

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

Study hours

Scheduled activity hours
Lectures 20
Seminars 10
Independent study hours
Independent study 170

Teaching staff

Staff member Role
Abbie Iveson Unit coordinator

Additional notes

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

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