Marketing in the Digital Age

Learning Outcomes

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

• the cumulative contribution of Digital Age marketing gurus to current practice;
• the importance of digital technologies in establishing, evaluating and improving customer satisfaction;
• the challenges and opportunities for traditional Marketing in Digital Age organisations and markets;
• ethical questions raised by these technologies, the concepts of social responsibility and sustainability;
• the role of technology in providing insight into customer relationships, behaviour and decision-making;
• the criticality of the value proposition and the role of marketing in its communication and delivery.

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

• understand courses of action based on a ‘rational’ and ‘irrational’ consumer behaviour profiles;
• formulate campaigns and strategies based on Digital Age perspectives;
• evaluate and apply Digital Age marketing principles and techniques.
• evaluate conventional, digital and alternative marketing strategies;

Transferable and Generic Skills

Having successfully completed this module you will be able to:

• critically analyse and evaluate marketing concepts;
• demonstrate effective oral and or written communications.

The module will examine the following topics:

• Introduction: Traditional Marketing vs. Digital Marketing
• Marketing Environment in the Digital Age
• Marketing Strategy in the Digital Age
• Digital Media Channels
• Customer Engagement
• Digital Customer Relationship Management
• Consumer Behaviour and Customer Insight in the Digital Age
• Marketing Research in the Digital Age
• Ethical Issues in the Digital Age
• The Future of Digital Marketing

24 lectures; 10 weekly case study-based seminars.

Study time:

Type and Hours:

Wider reading or practice: 24 hours

Preparation for scheduled sessions: 24 hours

Follow-up work: 24 hours

Lecture: 24 hours

Seminar: 10 hours

Revision: 44 hours

Total study time: 150 hours

Resources and Reading list:

Essential Reading:

Chaffey D. and Ellis-Chadwick F. (2015) Digital marketing: strategy, implementation and practice. 6th Edition. Pearson Education Ltd.

Note: the e-copy of the book is available via library.

Recommended Reading(s):

Kotler, Kartajaya & Setiawan (2018). Marketing 4.0: Moving from Traditional to Digital. London: Wiley.

Summative

This is how we’ll formally assess what you have learned in this module.

Referral

This is how we’ll assess you if you don’t meet the criteria to pass this module.

Repeat

An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.