•Introduce and analyse the digital ecosystem.
•Develop in-depth understanding of digital marketing strategy in achieving and maintaining market competitiveness.
•Discuss the fundamentals of key digital media such as social media, search marketing, and content marketing and digital PR.
•Explore the role of online communities, influencers, and emerging technologies in shaping digital consumer preferences.
Evaluate the use of digital marketing in amplifying sustainability initiatives and modern-day activism.

(LO1) Students will be able to analyse and critically assess the main digital marketing channels and tools.

(LO2) Students will be able to draw reasoned conclusions relating to digital marketing strategy, issues and concepts.

(LO3) Students will be able to evaluate and use appropriate sources of information to gain insights into digital consumer behaviour.

(LO4) Students will be able to apply their subject knowledge to create actionable recommendations for solving marketing problems.

(S1) Critical and reflective thinking

(S2) Commercial awareness

(S3) Organisational and planning skills

(S4) Communication skills

(S5) Adaptability

(S6) Ethical Awareness

(S7) IT skills

Teaching Method: Lecture
Scheduled Directed Student Hours: 24
Attendance Recorded: No

Teaching Method - Seminar
Scheduled Directed Student Hours: 6
Attendance Recorded: Yes

Self-Directed Learning Hours: 120
Description: These independent learning hours are aimed at supporting the directed student learning. The module leader will provide guidance in the form of suggested readings and topics to examine with the expectation that students are well prepared to contribute to the tutorial activities and to understand the content of lectures. Self-Directed Learning will include research activity, developing academic writing skills, and wider reading to support the module

Skills/Other Attributes Mapping

Skills / attributes: Critical and reflective thinking
How this is developed: Ability to analyse digital marketing performance data for the target brand, evaluate the pros/ cons of existing strategies, and develop actionable recommendatio ns for effectiveness of digital marketing efforts.
Mode of assessment (if applicable): Digital Marketing Report

Skills / attributes: Commercial awareness
How this is developed: Critically evaluate the digital marketing activities of target brand, competitor strategies, and analyses of the brand’s digital ecosystem.
Mode of assessment (if applicable): Digital Marketing Report

Skills / attributes: Organisation and planning skills
How this is developed: Developed through structuring the report and its different sections, planning content for the online poster presentation, and managing the assessment deadlines in a time-efficient manner.
Mode of assessment (if applicable): Digital Marketing Report and Online Poster Presentation

Skills / attributes: Communication skills
How this is developed: Preparing the written report as well as visualisation and verbal articulation of insights in the poster presentation.
Mode of assessment (if appl icable): Digital Marketing Report (written communication) and Online Poster Presentation (oral/ verbal communication)

Skills / attributes: Adaptability
How this is developed: Though group-work during tutorials, identifying priorities based on brand interactions, and working on different digital marketing scenarios for the target brand.
Mode of assessment: Digital Marketing Report and Online Poster Presentation

Skills / attributes: Ethical Awareness
How this is developed: Through discussions on sustainability, digital activism, and ethical considerations in digital marketing practices and identifying any ethical considerations in the assessment.
Mode of assessment (if applicable): Digital Marketing Report

Skills / attributes: IT skills
How this is developed: Ability to use digital tools for creating the report, poster presentation, and analysing the digital marketing data.
Mode of assessment (if applicable): Digital Marketing Report and Online P oster Presentation

The Digital Ecosystem
Digital Consumers and their Networks of Desire
Digital Strategy and Planning Process
Social Media Marketing
Content Marketing
Influencer Marketing
Website Design, Development, and Driving Traffic
Marketing using Emerging Technologies
Measuring Success of Digital Campaigns
Digital Activism and Clicktivism
Sustainability in a Digital World
Course Wrap-up: Seeing the Bright and Dark Sides of Digital Marketing