Digital Marketing Strategy MGT5206

  • Academic Session: 2025-26
  • School: Adam Smith Business School
  • Credits: 10
  • Level: Level 5 (SCQF level 11)
  • Typically Offered: Semester 2
  • Available to Visiting Students: No
  • Collaborative Online International Learning: No

Short Description

This course explores how digital marketing strategy integrates with an organisation's overall marketing efforts, considering the latest developments in digital marketing and communications. It examines how advancements in digital marketing impact business models and create value for organisations and consumers. Additionally, the course delves into the transformation of brand-audience relationships driven by digital marketing. Students will learn how organisations develop their digital marketing strategies and evaluate and apply digital tools effectively to achieve their marketing objectives. 

The learning and teaching strategy includes peer learning and interactive discussion e.g. menti.

 

This course allows the opportunity to be research focused by integrating relevant academic thinking and future focused by exploring digital tools that enhance the employability skills of students.

Timetable

This course will be delivered through on campus synchronous lectures: 6 x 2 hours and tutorial workshops: 3 x 2 hours. This course will be supported with on asynchronous resources such as videos and podcasts.

Requirements of Entry

Please refer to the current postgraduate prospectus at: http://www.gla.ac.uk/postgraduate/

Students must be registered on one of the associated programmes listed in this course specification.

  

Excluded Courses

None

Assessment

ILOs

Course Aims

The course aims are:

■ Evaluate the key concepts in digital marketing such as digital business models, consumers behaviour, marketing communications.

■ Analyse the impact of key opportunities and threats of digital technologies presented to marketing.

■ Apply relevant concepts/frameworks to develop digital strategies and tactical tools available to achieve marketing objectives.

Intended Learning Outcomes of Course

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

1. Evaluate how digital technologies can create value for organisations.

2. Apply established marketing tools and frameworks to develop digital marketing strategies.

3. With the focus on digital tools, create appropriate strategies to develop organisation-consumer relationships.

4. Advance research skills and become independent learners.

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.