Marketing Management in the Digital Age

BMAN73991 Marketing Management in the Digital Age 15 Semester 1 Postgraduate Taught Level 7 Georgios Bekos Unit coordinator Judith Zolkiewski Unit coordinator 1 FHEQ level (Framework for Higher Education Qualifications) ' Masters/Integrated Masters P4 ' European Credit Transfer & Accumulation System Rating : 7.5 The module aims to introduce students with no previous experience of the discipline of marketing and digital marketing strategy to its role in the overall management process at an operational level. The course will equip students will a good understanding of the relevant marketing channels and tactics including digital, and its role within the broader process of marketing .For students who have some experience of the subject, to reinforce their knowledge base. For all students, to offer a range of ideas, some of which have been formulated as a result of recent research in the School. The module aims to introduce students with no previous experience of the discipline of marketing and digital marketing strategy to its role in the overall management process at an operational level. The course will equip students will a good understanding of the relevant marketing channels and tactics including digital, and its role within the broader process of marketing .For students who have some experience of the subject, to reinforce their knowledge base. For all students, to offer a range of ideas, some of which have been formulated as a result of recent research in the School. To provide an understanding of digital marketing theory, principles, tactics and strategies, such as the digital marketing  mix, segmentation, targeting and positioning  and digital relationship marketing strategies. Social responsibility in marketing will be embedded in the content.  By the end of the course students should be able to:•  Provide a critical analysis of the various marketing principles. They should demonstrate this verbally, during class discussions, and in their written work.[A5; D8] •  Discuss how marketing fits into the overall business process.[B1] •  Understand the constraints and challenges that marketing faces.[A1] •  Understand that there are a variety of possible tools and tactics that can be used in marketing [A5] Discuss how marketing fits into the overall business process.Understand the constraints and challenges that marketing faces.Understand that there are a variety of possible tools and tactics that can be used in marketing.  Provide a critical analysis of various marketing principles.  Demonstrate an understanding of marketing principles through written work online discussion board. Communicate marketing insights effectively through verbal discussions and written analysis.  Introduction to Digital Marketing StrategyThe Digital Marketing Environment & Strategy ImplicationsDigital Marketing Strategy FormulationDigital Marketing Performance Measurement & ControlDigital Marketing Strategy & Competitive AdvantageImplementing Value Through Products and ServicesPricing the Market OfferingPlace: Delivering Value – The Challenges of Omnichannel MarketingPromotion & Relationship MarketingCritical Review of Marketing, Social Responsibility & Ethics in Marketing  A mixture of learning processes is adopted. These include lectures, seminar activities and case studies. They are supported by material on Blackboard such as formative quizzes. 0 Other 100% On-line assessed discussion board 20%  Essay plan 20% Essay 60%   Written, verbally during class and via Blackboard. N Kotler, P, Brady, M, Goodman, M, Hansen, T. (2019) Marketing Management: European Edition, Pearson Education, Limited, Harlow.    Lectures 20 Seminars 10 0 120 Informal Contact MethodsOffice Hours Online Learning Activities (discussions, self-assessment questions)