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Digital Marketing (772N1)

15 credits, Level 7 (Masters)

Spring teaching

This cutting-edge marketing module discusses how digital media technology has changed marketing, and gives detailed strategies on how to embrace digital challenges.

The main aim of this module is to give you a critical understanding of the key concepts, fundamentals and challenges of digital marketing.

This module explores:

• the impact of the web on the traditional marketing mix of goods and services 
• the key ingredients of the online Micro and Macro environment
• online consumers' behaviour and their response to social media strategies and new technologies used by companies
• the impact of electronic technologies on marketing strategy, market segmentation, positioning, and communication strategies 
• customer relationship marketing approaches within a dynamic online environment
• online marketing strategy formulation and implementation within a changing technology environment. 

By the end of the module, you'll be expected to develop and demonstrate knowledge and skills in the following areas:

• the theoretical and practical importance of the digital marketing mix and its impact on marketing strategy
• the online consumer behaviour and online decision-making process
• online marketing strategies for social media
• strategic analysis of the online environment
• online performance measurement.

Contact hours and workload

This module is approximately 150 hours of work. This breaks down into about 33 hours of contact time and about 117 hours of independent study. The University may make minor variations to the contact hours for operational reasons, including timetabling requirements.

We regularly review our modules to incorporate student feedback, staff expertise, as well as the latest research and teaching methodology. We’re planning to run these modules in the academic year 2024/25. However, there may be changes to these modules in response to feedback, staff availability, student demand or updates to our curriculum.

We’ll make sure to let you know of any material changes to modules at the earliest opportunity.