Module overview
The focus of Marketing in the Digital Age is on the evolution of marketing in the context of today’s rapidly changing digital business environment. It examines how digital technologies have combined with advanced practitioner thinking to challenge and change the face of contemporary marketing theory and practice. The course specifically draws upon real cases and examples and is designed to give students a practical appreciation of cutting-edge digital-age competitive practice.
Aims and Objectives
Learning Outcomes
Knowledge and Understanding
Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:
- The continuing importance of customer engagement.
- The transformational impact of digital technology on marketing in the digital age.
- Awareness of ethical issues arising from advanced technologies.
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:
- Evaluate and apply digital principles and techniques.
- Critically analyse and evaluate marketing concepts and approaches.
Syllabus
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
- Marketing Research in the Digital Age
- Ethical Issues in the Digital Age
- The Future of Digital Marketing
Learning and Teaching
Teaching and learning methods
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.
| Type | Hours |
|---|---|
| Independent Study | 126 |
| Teaching | 24 |
| Total study time | 150 |
Resources & Reading list
General Resources
Journals. •Journal of Marketing •Journal of Marketing Research •Journal of the Academy of Marketing Science •International Journal of Research in Marketing •Journal of Service Research •Marketing Science •Journal of Business Research •Journal of Interactive Marketing •Internet Research •Information, Technology & People
Textbooks
Kotler, P., Armstrong, G., Harris, L.C. and Piercy, N. (2020). Principles of Marketing. Pearson: Harlow..
Chaffey, D., and Ellis-Chadwick, F. (2022). Digital Marketing: Strategy, implementation and practice. Pearson: Harlow..
Assessment
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.
| Method | Percentage contribution |
|---|---|
| Report | 100% |
Referral
This is how we’ll assess you if you don’t meet the criteria to pass this module.
| Method | Percentage contribution |
|---|---|
| Report | 100% |
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.
| Method | Percentage contribution |
|---|---|
| Report | 100% |
Repeat Information
Repeat type: Internal & External