The focus of this module is on the effectiveness of marketing in the context of today’s rapidly changing digital business environment. Marketing in the Digital Age offers an evolutionary, ‘digital’ perspective, beginning with its origins in customer relationship management, followed the continuing impact of web technologies, to the application of state-of-the-art digital technologies (e.g. fMRI scans) to analyse active, real-time, consumer decision making. In doing this, it considers the implications for more traditional marketing concepts such as brand, the 4Ps and behaviour, as the Marketing landscape evolves ‘From Brand to Brain’.
This module is not available to Students taking Modules: MANG1023 Strategic Marketing Decisions or MANG2039 Strategic Marketing Decisions.