Marketing in the Digital Age

Module overview

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 to analyse active, real-time, consumer decision making. In doing this, it considers the implications for more traditional marketing concepts in the digital age, as the Marketing landscape evolves. This module is not available to Students taking Modules: MANG1023 Strategic Marketing Decisions or MANG2039 Strategic Marketing Decisions.

Aims and Objectives

Learning Outcomes

Knowledge and Understanding

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

the role of technology in providing insight into customer relationships, behaviour and decision-making;
the cumulative contribution of Digital Age marketing gurus to current practice;
ethical questions raised by these technologies, the concepts of social responsibility and sustainability;
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;
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:

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

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.

Learning and Teaching

Teaching and learning methods

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.

Study time
Type	Hours
Lecture	24
Revision	44
Preparation for scheduled sessions	24
Seminar	10
Follow-up work	24
Completion of assessment task
Wider reading or practice	24
Total study time	150

Resources & Reading list

Textbooks

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

Chaffey, D., and Ellis-Chadwick, F. (2022). Digital Marketing: Strategy, implementation and practice. Harlow: Pearson.

Assessment

Summative

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

Breakdown
Method	Percentage contribution
Coursework	100%

Referral

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

Breakdown
Method	Percentage contribution
Coursework	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.

Breakdown
Method	Percentage contribution
Coursework	100%

Repeat Information

Repeat type: Internal & External