This module aims to explore the key theoretical and conceptual issues involved in contemporary digital marketing communications. As the landscape of marketing evolves with rapid technological advancements, understanding these core concepts becomes crucial for effective branding. Students will examine how various elements of the communications mix, including advertising, public relations, social media, content marketing, and direct marketing, can be integrated to create a cohesive strategy. They will learn to analyse the synergies between different channels and how these can enhance brand messaging and consumer engagement. This module will focus on how consumers’ insights inform marketing communication, and how effective communication is built in synergy with consumer research. Upon completion of this module, students will be equipped with a comprehensive understanding of digital marketing communications. They will possess the analytical skills necessary to evaluate the effectiveness of various communication strategies and the practical know-how to implement integrated campaigns in a digital-first environment.