Marketing in the Digital Age for Business

Learning Outcomes

Knowledge and Understanding

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

• Awareness of ethical issues arising from advanced technologies.
• The continuing importance of customer engagement.
• The impact of digital technology on marketing in the digital age.

Transferable and Generic Skills

Having successfully completed this module you will be able to:

• Demonstrate effective written communication.

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

• Critically analyse and evaluate marketing concepts and approaches.
• Evaluate and apply digital marketing principles and techniques.

The module will examine the following topics:

• Introduction: Traditional Marketing vs Digital Marketing
• Marketing Environment in the Digital Age
• Digital Consumer
• Digital Marketing Strategy
• Digital Media Channels
• Customer Engagement
• Content Marketing
• Ethical Issues in the Digital Age
• The Future of Digital Marketing

The session-based format and the assessment by assignment encourage in-depth exploration of the subject. The aim is to inspire students to independent thinking and practical engagement in the subject, drawing on suite of real cases and examples to prepare students explicitly and distinctively for the real world, and to enhance employability.

Formative

This is how we’ll give you feedback as you are learning. It is not a formal test or exam.

In-Class Questions and Answers

• Assessment Type: Formative
• Feedback:
• Final Assessment: No
• Group Work: No

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.