MBA (Master of Business Administration)

Digital Marketing Strategy (Specialist) MGT5037

  • Academic Session: 2021-22
  • School: Adam Smith Business School
  • Credits: 10
  • Level: Level 5 (SCQF level 11)
  • Typically Offered: Semester 2
  • Available to Visiting Students: No
  • Available to Erasmus Students: No

Short Description

This elective course has been designed to advance PG 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.


Teaching will be delivered through a series of lectures in semester 2

Excluded Courses

Digital Entrepreneurship


This course is assessed through one piece of continuous assessment supported by a formative learning process as discussed in section 30 below: a report providing a critical analysis of digital marketing strategy (2500 words).



In accordance with the University's Code of Assessment reassessments are normally set for all courses which do not contribute to the honours classifications. For non honours courses, students are offered reassessment in all or any of the components of assessment if the satisfactory (threshold) grade for the overall course is not achieved at the first attempt. This is normally grade D3 for undergraduate students, and grade C3 for postgraduate students. Exceptionally it may not be possible to offer reassessment of some coursework items, in which case the mark achieved at the first attempt will be counted towards the final course grade. Any such exceptions are listed below in this box.

Main Assessment In: April/May

Course Aims

The course provides an introduction to the key issues and themes in the adoption and application of new social media and digital technologies to business. Focusing on the firm, its architecture of revenues, costs and profits and the pattern of transaction with customers and other business partners, the course aims to provide a guide on how companies may get most from digital technologies in their marketing efforts. The course combines established approaches to marketing management and planning with a creative use of new digital technologies and develops skills in e-marketing and social media marketing.

Intended Learning Outcomes of Course

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


1. Define and outline key concept related to e-marketing including digital business models, e-consumer behaviour, online marketing communications;


2. Explain and identify new forms of value in the digital economy;


3. Outline and appraise methods of exploiting digital tools in new business models;

Critically assess the role that e-marketing may play in marketing strategy;


5. Develop tactical decisions concerning effective product, pricing, distribution and promotion decisions in e-marketing.

Minimum Requirement for Award of Credits

The minimum requirement for the award of credits is the submission of at least 75% by weight of the course's summative assessment (including any examinations). Further requirements may include monitored attendance at classes and examinations. All such requirements shall be specified by the subject concerned, and given to students in writing at the beginning of the course. Normally no grade or credits shall be awarded to a candidate who has not met these requirements.