Digital Marketing BUS5019

  • Academic Session: 2023-24
  • School: Adam Smith Business School
  • Credits: 10
  • Level: Level 5 (SCQF level 11)
  • Typically Offered: Semester 2
  • Available to Visiting Students: No

Short Description

The Digital Marketing course offers students the opportunity to better understand some emerging and digital technologies disrupting and transforming businesses in the 21st century (digital touch points such as: internet, metaverse, mobile, video and social media, etc.). Students will appraise innovative ways of engaging with consumers and customers when implementing digital marketing strategies. This course provides students with theoretical foundations as well as with practical insights and experiences to develop, implement and manage digital marketing strategies, building skills and leveraging knowledge to deploy digital marketing theories, frameworks and techniques.

Timetable

The course will be delivered on a blended mode that includes active learning workshops over 6 sessions.

Requirements of Entry

Students are required to have undertaken the course Marketing Management BUS5004 in Semester 1.

 

Please refer to the Postgraduate Prospectus for further details: http://www.gla.ac.uk/postgraduate/

Excluded Courses

None

Co-requisites

None

Assessment

This is a 2-part assessment to achieve 100% of the Course grade

 

Intended Learning Outcomes

Assessment

Weighting

Word Length/Duration

2, 3

Individual Written Report

60%

1,500

Main Assessment In: April/May

Course Aims

The course aims to scope out the dynamics and changes that enterprises are facing, introducing students to a broad variety of innovative digital marketing tools that enable marketers to optimise the opportunities derived from the latest online digital tools to achieve their optimal marketing metrics and objectives through the process of strategic management.

Intended Learning Outcomes of Course

By the end of this course students will be able to:

 

1. Critically assess digital marketing theories and frameworks in relation to the opti-channel context

2. Formulate and implement strategic decision-making processes to achieve KPI's by appraising a variety of digital marketing data.

3. Develop critical arguments to evaluate and improve digital strategies' performance through the management of complex changing situations.

Minimum Requirement for Award of Credits

Students must submit at least 75% by weight of the components (including examinations) of the course's summative assessment.