Digital Marketing

30 credits

This module provides you with an in-depth, critical understanding of how international companies design and implement marketing strategies to create customer value and competitive advantage in the context of increasingly sophisticated and demanding consumers, the digital revolution, globalisation, and the growing importance of sustainability.

There will be a particular focus on product innovation, services marketing and sustainability throughout the module.

This is an enabling module that through a combination of lectures, seminar activities, group work and group discussions will encourage you to apply key marketing concepts and techniques including market orientation, segmentation, targeting and positioning and the marketing mix to real-life situations of international companies operating in the global arena and to put forward and test your own individual, innovative, strategic marketing solutions.

Teaching and learning

The teaching delivery on this module consists of one hourly and one three hour workshop per week.

You will be supported to undertake a critical review of the strategic marketing concepts and techniques and then apply this learning into contemporary business problems.

You will be encouraged to develop creative solutions to a diverse range of scenarios. You will review and analyse international case studies to provide insights into real life business problems and their potential solution

Assessment

This module will be assessed by a group presentation (30%) and an individual report (70%).

30 credits

This module equips you with the skills and knowledge to harness data for informed marketing decision-making.

You will explore key analytical tools and techniques, including Microsoft Excel and Google Analytics 4 (GA4), to identify patterns, trends, and seasonality in marketing data. You will explore essential consumer metrics such as Customer Lifetime Value (CLV) and Net Promoter Score (NPS), analyse campaign performance using advanced Excel functions, and develop predictive models through linear regression.

You will be introdcued to web analytics, social listening, sentiment analysis, and big data concepts, enabling you to evaluate consumer behaviour and design data-driven marketing strategies.

Along with gaining analytical expertise, you will also engage in case study analysis, group discussions and PowerPoint presentations to gain comprehensive problem-solving skills, teamwork experience, and the ability to effectively communicate insights to diverse audiences.

Teaching and learning

The teaching delivery on this module consists of one hourly and one three hour workshop per week.

Lectures will cover all the key concepts and theories around data-driven marketing strategies, marketing analytics tools, big data, actionable insights advanced Microsoft Excel and GA4. 

Seminars will be computer lab-based, providing you with hands-on experience in using analytical tools and applying your learning to real-world datasets The module focuses on generating actionable insights by translating complex consumer data into effective marketing strategies and campaigns.

Assessment

This module will be assessed by an individual report (70%) and a group presentation (30%).

30 credits

This module encapsulates the global and digital view of consumer behaviour by covering pertinent consumer aspects such as identity, inculturation/enculturation, beliefs and customs, and by contextualising these in a global and digital space.

The impact of digital connectivity on consumer behaviour is thoroughly examined through the perspective of a globally connected market environment.

The hybrid approach to this module equips you with the skills and knowledge to understand, influence and evaluate consumer behaviour in response to marketing efforts at a global stage and in a variety of digital settings such as online and social media.

Through a comprehensive theoretical underpinning, you will explore key factors and influences affecting consumer decision-making and behaviours, such as personal and social identity, national cultures, beliefs, customs and traditions, technology adoption influences, and behavioural adaptation to digital innovation.

The module will utilise a theoretical approach coupled with an applied approach by first exploring the general consumer psychology theories that underpin consumption behaviours such as motivation, attitudes, involvement, perception and engagement. Through case studies, specific emphasis will be laid on the socio-cultural context of consumer behaviour in different global markets and in digital environments.

The module will seek to apply these theories to developing cross-channel marketing campaigns that are effective at an international stage and by incorporating theories into campaigns, communication models and marketing initiatives. The module will apply case studies and encourage you to critically evaluate existing campaigns with an aim to improving and enhancing them for global audiences.

Along with gaining theoretical expertise, you will also engage in critical thinking through case study analysis, group discussions and PowerPoint presentations to gain comprehensive problem-solving skills, teamwork experience, and the ability to effectively communicate insights to diverse audiences.

Teaching and learning

The teaching delivery on this module consists of one hourly and one three hour workshop per week.

Throughout the module, you will engage in case study analyses of marketing campaigns with a global and/or digital focus, and during seminars you will undertake group discussions to contextualise theoretical concepts.

Practical workshops will involve critical analysis of real-life campaigns to understand how consumer theories from sociological and psychological dimensions underpin digital and global campaign design. In this way, you will develop commercial awareness and recognise drivers for global digital marketing success.

You will also use the opportunity to work with others and communicate your views, thereby enhancing your teamworking, communication and collaboration skills.

Assessment

This module will be assessed by a digital poster and presentation (30%) and case study analysis (70%).

30 credits

This module introduces you to the dynamic world of digital marketing, equipping you with the knowledge, tools, and strategies required to excel in this evolving field.

You will explore key topics including digital marketing strategy, search engine optimisation (SEO), social media, email marketing, digital advertising, and web design. The module aims to bridge theory with practice, ensuring students gain hands-on experience with industry-standard tools.

By the end of the module, you will have gained a know-how on the pillars of digital marketing, understand how to effectively practice them, and experience in using some of the key digital marketing tools. This module overall will provide an essential foundation for careers in digital marketing and beyond, equipping you with both theoretical insights and practical expertise.

Teaching and learning

The teaching delivery on this module consists of one hourly and one three hour workshop per week.

Lectures focus on introducing key concepts, tools, and frameworks relevant to digital marketing strategy, SEO, website design, social media, digital advertising, and email marketing. Each session will focus on what that pillar is, why it matters, and how to use it effectively.

Workshops and seminars are interactive and often hands on, enabling you to apply theoretical knowledge to real-world scenarios. You will engage in activities such as conducting keyword research, designing Shopify websites, creating digital advertising and email campaigns, and learning how to generate the “right” content on social media.

Assessment

This module will be assessed by a seminar reflection portfolio (30%) and a digital marketing report (70%).

60 credits

You will apply your knowledge to a real-world business setting.

You will choose from three career pathways:

1. Consultancy challenge – collaborating with international businesses, NGOs, and community organisations, through a structured consultancy challenge, you will work in teams to tackle real-world business problems. This hands-on experience not only strengthens your professional skill set but also enhances your professional and social capital and competitiveness in the global marketplace.
   
   
2. Research internship - as a research intern, you will undertake a small research project under the supervision of experienced researchers from our Centre for Sustainability and Responsible Management. You will experience projects that are beneficial for a wide range of stakeholders, including local and central governments, businesses and charitable organisations.
   
   
3. Start-up pathway - if you're interested in becoming a entrepreneur, this pathway is specifically designed to support you with developing of a new venture idea.