The overall aim of this module is to provide students with an understanding of marketing management in the digital age, encompassing both academic principles and practical applications. Academically, students will learn about the foundations of marketing management, current debates within the field, and the impact of digital technologies on marketing theory. Practically, students will learn about traditional and digital marketing management tools such as the extended marketing mix, segmentation, targeting and positioning, content marketing, search engine optimisation, and social media marketing. Students will critically explore how these tools can be applied using case studies that bridge conventional and digital marketing contexts.