This module is designed to provide MBA students with a comprehensive understanding of contemporary marketing practices within the digital landscape, guided by the principles of diversity, inclusion, sustainability, and social responsibility.

The aims of this module are:

1. To develop inclusive marketing competence:
To equip students with the knowledge and skills necessary to create marketing strategies that embrace diversity and inclusion, reaching and engaging diverse customer bases effectively.

2. To foster sustainable and ethical marketing practices:
To instil an appreciation for sustainability principles in marketing, ensuring students understand the impact of responsible and ethical marketing on business and society.

3. To navigate the digital marketing landscape:
To prepare students to navigate the dynamic world of marketing by providing them with a deep understanding of marketing strategies, tools, and best practices in the digital age.

4. To encourage responsible and ethical marketing leadership:
To promote responsible and ethical marketing leadership by developing students' ability to make ethical decisions and champion responsible marketing practices in their careers.

5. To address contemporary marketing challenges:
To help students recognise and address emerging contemporary marketing challenges, including societal and environmental concerns, in the digital age.

6. To create marketing professionals for a changing world:
To graduate marketing professionals who not only excel in their careers but also contribute to a diverse, inclusive, sustainable, and socially responsible world, aligning with the values and expectations of today's society.

7. To support the ULMS mission and stakeholders:
To align with the broader mission of the School by preparing students to meet the needs of employers, support professional body agendas, and serve society by nurturing responsible and future-focused marketing leaders.

The module aims are directly related to the module learning outcomes, ensuring that students are equipped with the knowledge and skills needed to thrive in the digital age while upholding principles of diversity, inclusion, sustainability, and social responsibility.

(LO1) Students will be able to design inclusive digital marketing strategies that effectively engage diverse customer bases.

(LO2) Students will be able to evaluate and implement sustainable and responsible marketing practices in digital environments.

(LO3) Students will be able to analyse and apply evidence-based approaches to digital marketing decision-making.

(LO4) Students will be able to demonstrate ethical leadership in digital marketing through responsible campaign development.

(LO5) Students will be able to navigate emerging digital marketing trends while maintaining social responsibility.

(S1) People Focused
Students will work with multiple stakeholders within the MBA programme and externally. This will be done through challenges posed in the curriculum and outside the curriculum, working and networking with businesses locally and internationally. In doing so students will demonstrate people-focused leadership by prioritising human agency and well-being in a dynamic, disruptive world. Develop inclusivity, transparency, and reflection through teamwork and decision-making exercises, while leveraging innovation to drive personal, organisational, and societal advancement in the digital age.

(S2) Authenticity
Students will develop emotional intelligence through coaching to enhance self-awareness and awareness of others in achieving long-term, purposeful goals. This will permeate with all modules, cultivating accountability by mastering time, resources, and relationships to problem-solve and take actions. In doing so students will act with integrity, foster trust, and engage in respectful challenge and debate.

(S3) Agility
Students will have opportunities to thrive in turbulence and uncertainty. Actively build personal and organisational resilience to embrace disruption, find solutions and keep learning in dynamic environments. Informed, relevant, forward-focused mindsets stemming from constant challenges inside and outside the classroom. Provide clear direction for people and organisations to navigate effectively through simulated and real work problem solving.

(S4) Digital
Students will use a number of digital tools and develop a mindset to confidently embrace new knowledge and technologies, leverage its future potential to inspire, to enhance connectivity, decision making and learning. To bring wisdom in leadership to navigate the new digital revolution and make positive impact. Innovate. Engage in respectful debate.

(S5) Global Perspective
All modules will indulge and challenges students to think globally and consider how they drive the wider global ethical, sustainable and environmental agenda, taking a purposeful approach to aligning people, planet and profit. Experience and appreciate how building partnerships to deliver innovate solutions to economic, environmental and societal challenges are needed to solve wicked problems, improve co-operation globally and be an agent of change.

Lectures (12.5 hours)
Lectures will introduce, explore, and critically assess key concepts, ideas, and practices relevant to the subject. A variety of resources, including journals, textbooks, online videos, media articles, and opinion pieces, will be provided in advance for further reading and application across different contexts. The lecture will also outline expectations for the seminar by providing necessary guidance.

Seminars (17.5 hours)
Seminars will create an interactive environment where participants engage individually or in groups in activities such as case studies and scenario analysis. These sessions will encourage the practical application of concepts introduced in the lectures.

Peer-to-Peer Learning (3 hours)
Peer-to-peer learning fosters a collaborative approach where participants learn from and teach each other through active discussions, idea exchange, and feedback. This method enhances critical thinking, problem-solving, and communication skills while building a sense of community and mutual support among learners.

Self-Directed Learning (67 hours)
Participants will be expected to review a range of materials, including core and recommended readings, reports, and articles available through libraries and open-access sources. Additionally, they will conduct independent research using both academic and non-academic sources to support their learning and assessment. Lecture notes will provide guidance, and suggested answers or solutions will be available for seminar activities. Participants should complete seminar tasks as instructed before progressing to the next topic.

2.5 hour lecture x 5
3.5 hour seminar x 5
36 mins asynchronous or peer to peer directed learning x 5
67 hours self-directed learning

Marketing's Evolution in the Digital Age
Key topics:
Marketing transformation in the digital age;
Changed consumer behaviours and expectations;
New marketing paradigms and frameworks;
The intersection of technology and marketing principles.

Content Development: This session establishes a foundational understanding of how marketing has evolved, focusing on shifts in consumer behaviour and market dynamics rather than just digital tools.

Inclusive Marketing in the Digital Age
Key topics:
Principles of inclusive marketing;
Cultural sensitivity in marketing practices;
Representation and authenticity;
Designing inclusive marketing campaigns.

Content Development: This session explores the practical implementation of inclusive marketing principles through real-world examples and case studies.

Sustainable Marketing in the Digital Age
Key topics:
Environmental impact considerations;
Circular economy principles in marketing;
Green marketing strategies;
Measuring sustainability impact.

Content Development: Links sustainability concepts to marketing practice, emphasising measurable impact and practical implementation strategies.

Responsible and Ethical Marketing in the Digital Age
Key topics:
Ethical decision-making frameworks;
Privacy and data responsibility;
Trust-building through transparency;
Stakeholder engagement strategies.

Content Development: Develops ethical decision-making capabilities through scenario analysis and leadership frameworks.

Strategic Marketing Implementation
Key topics:
Evidence-based strategy development;
Contemporary marketing tools and analytics;
Emerging trends and future scenarios;
Integrated campaign planning.

Content Development: Synthesises previous learning into practical strategy development, focusing on the integration of inclusive, sustainable, and ethical principles.

Content A ccess and Usage:
The module reading list will provide access to essential texts and resources, and library resources will be accessible to support further research.

Students are expected to read the core texts within the reading list, and they are encouraged to explore additional resources to deepen their understanding.

In preparation for seminars, students will be expected to complete independent reading and engage in critical discussions about the module topics.