Course Catalogue

Digital Marketing Strategy MGT4009

  • Academic Session: 2026-27
  • School: Adam Smith Business School
  • Credits: 15
  • Level: Level 4 (SCQF level 10)
  • Typically Offered: Semester 1
  • Available to Visiting Students: Yes
  • Collaborative Online International Learning: No
  • Curriculum For Life: No

Short Description

The course has been designed to advance student appreciation of (i) the academic field of study concerned with marketing and digital marketing strategy and (ii) the challenges and opportunities it affords to marketers, consumers, organisations and society at large.

Timetable

10 x 2 hour lectures

Requirements of Entry

Entry to an Honours programme in Business and Management or a GPA of 12 in the level 2 courses listed below for students taking an Honours programme in another subject:

 

■ MGT2010 - Business Decision Analysis

■ MGT2011 - Fundamentals of Human Resource Management

■ MGT2012 - Services and Operations Management

■ MGT2014 - Entrepreneurship

Excluded Courses

None

Co-requisites

None

Assessment

1. Report; Group; 3250 words: 50%: ILOs 1-3, 5.

2. Oral assessment & presentation: Group: 10 minutes + 5 minutes Q&A: 20%; ILOs 1, 2, 5.

3. Written assignment, including essay; Individual; 750 words; 30%; ILOs 1, 4.

Course Aims

This course aims to offer a structured approach to planning, implementing and assessing digital marketing strategies in business. The specific aims are:

 

■ To investigate the key issues and themes in the adoption and application of digital marketing to business.

■ To explore tactical and operational challenges facing firms in implementing digital marketing strategies.

■ To develop skills in digital marketing and social media marketing.

■ To develop reflective skills on learnings and experiences from a practical implementation of a digital marketing strategy.

Intended Learning Outcomes of Course

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

 

1. Evaluate and apply key concepts related to digital marketing including consumer behaviour, online marketing communications, and social media marketing.

 

2. Critically assess role that digital marketing can play in business strategy.

 

3. Develop a tactical marketing plan as a group considering effective product, pricing, distribution and promotion decisions as necessary to meet the needs of a client brief.

 

4. Critically reflect on the practical implementation of a digital marketing strategy and role within the group work from an evaluative individual perspective.

5. Work effectively in a group to deliver a group-based digital marketing project that responds to current trends in marketing practice.

Minimum Requirement for Award of Credits

No exceptions