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Courses / Modules / MANG6560 Digital Marketing Strategy

Digital Marketing Strategy

When you'll study it
Semester 2
CATS points
ECTS points
Level 7
Module lead
Fenfang Lin
Academic year

Module overview

This module focusses on strategic marketing decision making and reflects the marketing role in building and sustaining an organisation’s competitive advantage in a digital age. We examine the dynamic digital environment through a situation analysis employing a range of digital techniques and outline how to take a strategic approach in marketing planning, and how a firm can manage its resources and employ digital techniques/methods to achieve an effective digital strategy. Overall, the module aims to examine how, in such a dynamic digital environment, competitive advantage might be developed through strongly differentiated positioning and exploited in a cost-effective manner. Its emphasis is on where and how the organisation competes and, in doing this, highlights the strategic significance of digital marketing.