Business and management studies

Digital Marketing

Module code: N1578
Level 6
15 credits in spring teaching
Teaching method: Workshop, Lecture
Assessment modes: Unseen examination, Coursework

The main aim of this module is to provide you with a thorough understanding of the main theories and principles of Digital Marketing – specifically in the areas of: Digital Marketing’s Micro and Macro environment, Digital Marketing Strategies and the Implementation and Practice of Digital Marketing. By the end of the module, you are expected to develop and demonstrate knowledge and skills in the following areas:

  • The theoretical and practical impact of digital on the marketing mix
  • E-customer characteristics and behaviour
  • Digital marketing technologies
  • Digital marketing planning and management
  • Developing competitive advantage through the use of Digital Marketing activities.

Module learning outcomes

  • Develop and demonstrate knowledge and skills on the theoretical and practical impact of digital on the marketing mix.
  • Develop and demonstrate knowledge and skills on the theoretical and practical impact of digital on e-customer characteristics and behaviour.
  • Develop and demonstrate knowledge and skills on the theoretical and practical impact of digital marketing technologies.
  • Develop and demonstrate knowledge and skills on the theoretical and practical impact of digital on marketing planning and management and competitive advantage.