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.

10 x 2 hour lectures

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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.

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.

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.