Digital marketing platforms have changed how businesses connect and communicate with customers. The technology now available to consumers has radically altered their consumption patterns. These new behaviour patterns have created significant challenges and opportunities for marketers. This module gives a background of the rapidly changing marketing practice within the context of digital marketing and digital platforms. Students will understand the magnitude of digital and social media and how to apply it to within Business-to-Consumer (B2C) and Business-to-Business (B2B) markets. Students will learn about cutting-edge digital marketing concepts, techniques and strategies used within industry. Furthermore the students will understand how to leverage mobile and location-based technology for marketing purposes. After this module, from a practical perspective the student will be capable of developing and managing digital marketing campaigns.

"Digital marketing platforms have changed how businesses connect and communicate with customers. The technology now available to consumers has radically altered their consumption patterns. These new behaviour patterns have created significant challenges and opportunities for marketers. This module gives a background of the rapidly changing marketing practice within the context of digital marketing and online social networks. Students will understand the magnitude of digital and social media and how to apply it to within Business-to-Consumer (B2C) and Business-to-Business (B2B) markets. Students will learn about cutting-edge digital marketing concepts, techniques and strategies used within industry. Students will be developing holistic digital marketing plans. Inicative Course Content includes: Introduction to Digital Marketing Theory; Consumer Behaviour and Digital Media including data-driven, predictive, and AI-augmented consumer insights. Online Identities and digital self-presentation across digital platforms, Evolution of the Digital Marketing Landscape including the rise of AI, creator economies and marketing technologies; Understanding Business-to-Consumer (B2C), Business-to-Business (B2B), and Business-to-Business-to-Consumer (B2B2C) marketing in the contemporary digital ecosystem; Social Media & Content Marketing Platforms: Social Networks, Discussion Boards, Blogging, Micro-Blogging, Widgets, Crowd-Sourced Content, Social Curation, Social Marketplaces, Wikis, Social Bookmarking; Influencer, Creator, and Community-Led Marketing Models; Content Marketing Development including AI-assisted content generation, personalisation at scale, and content lifecycle automation; Online PR & Reputation Management in real-time, algorithm-driven, and crisis-prone digital environments; Search, Paid Media, and Performance Marketing; Search Engine Marketing in an AI-mediated search environment (e.g. generative search, conversational search); PPC Advertising across search, social, retail media networks, and programmatic ecosystems; Search Engine Optimisation; Generative Engine Optimisation; Email Marketing Campaigns integrated with marketing automation, CRM systems, and hyper-personalisation; Digital marketing analytics; Communities, Participation, and Experience; Online Community Creation and Curation with emphasis on governance, moderation, and value co-creation; User Generated Content & Co-Creation; Impact of Gamification and immersive brand experiences; Mobile, Omni-Channel, and Integration; Mobile and Location-Based Marketing including proximity marketing, wearable technologies, and IoT-enabled touchpoints; Omni-Channel Integration of digital, physical, social, and experiential marketing touchpoints; Customer Journey Orchestration across Platforms and Devices; Digital Privacy and Protection including global regulatory frameworks, consent management, and ethical data use; Ethical Digital Marketing Practice covering algorithmic bias, transparency, sustainability, and responsible AI; Emerging and Future Trends in Digital Marketing: AI agents, automation, platform regulation, and societal impact. "

On successful completion of this module, students will be able to: Appraise digital marketing technologies, and their impact on business and the wider society. Critically evaluate digital marketing concepts, techniques, strategies and theories. Apply digital marketing techniques in numerous situations and business contexts. Propose digital marketing solutions to complex scenarios.

On successful completion of this module, students will be able to: Reflect on ethical and societal best practice in the context of digital marketing

N/A

This module will be taught through a series of weekly lectures supported by tutorials and will adopt highly active and experiential teaching and learning approach. A significant component of the assesssment is a collaborative, team-based project, in preparing a detailed digital marketing plan for a real company or non-profit organisation. The scenario and creative brief changes every academic year. The second component of the assessment is an individual written examination where students have the opportunity to articulate their knowledge and understanding of digital marketing and its application.