This module will explore the role of digital marketing within the overall organisational strategy. It will consider the fundamental components of creating a comprehensive digital marketing plan and evaluate how developments in new digital technologies including mobile apps, social media and data analytics have redefined both marketing practice and the consumer experience. Additionally, the module will explore how digital market research and data analysis can be used to help brands to communicate their message and values effectively and build their reputation. Furthermore, it will evaluate the increasing importance of sustainable and ethical marketing practice and how future innovations will influence developments in the digital marketing world.