Digital connectivity is one of the most powerful forces reshaping the business world at the present time. This module will examine developments in both digital and social media marketing and consider their implications for marketing theory and practice.

Digital connectivity is one of the most powerful forces reshaping the business world at the present time. The proportion of the population connected to the internet, the amount of time they are spending on it and the ways in which they are using it for commercial and leisure activities are all growing exponentially. Digital technologies are fundamentally reshaping supply chains, business models and marketing activities. This module examines the rapidly growing domain of digital marketing. Insights from theory and practice are reviewed to enable critical reflection on the changes taking place in the nature of marketing. These issues will be examined through interactive class discussions, case studies and video cases on leading international organisations.

Understand what is meant by digital marketing Understand the key developments and changes that are affecting the practice of marketing Critically assess the importance of digital marketing in the organisation Develop skills in applying digital marketing concepts to organisational practice

Critically assess the societal impact of marketing practice

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Lectures The module is fully informed by contemporary thinking in the field of digital and social media marketing. Several articles illustrating contemporary thinking are required reading and students have the opportunity to critically reflect on these insights. Through reading and in-class discussion, students obtain a comprehensive and in-depth knowledge of the subject matter. This knowledge is then used to inform discussions on practical developments in digital marketing such as digital marketing research, digital business opportunities and inbound marketing. Student learning is assessed in two ways. A significant component of the assesssment is a collaborative, team-based case analysis. Student teams proactively and creatively develop and present solutions to the challenges faced by the organisation. The teams articluate their proposals though both written and oral presentations. The second component of the assessment is an individual written examination where students have the opportunity to articulate their knowledge and understanding of both digital marketing and its role in society. Graduate attributes will be developed in the following ways: Knowledgeable: Students will gain a deep knowledge of through practical examples, coursework and in-class groupwork; Proactive: Students are expected to be proactive in their own learning through independent study and self-directed learning; Responsible: Students will develop a sense of responsibility through class discussions on various ethical issues; Collaborative: Students will be required to participate in class discussions and group work; Articulate: Students will become articulate in expressing advice through the use of in-class discussions, presentations and written coursework