Marketing in a Digital World

BMAN74781 Marketing in a Digital World 15 Semester 1 Postgraduate Taught Level 7 Ilma Chowdhury Unit coordinator Pietro Paolo Frigenti Unit coordinator Alliance Manchester Business School 1 FHEQ level (Framework for Higher Education Qualifications) ' Masters/Integrated Masters P4 ' European Credit Transfer & Accumulation System Rating : 7.5 New technologies have transformed the way customers discover, evaluate, and purchase goods and services. Customers live, work, connect, relax, learn, and purchase digitally. In this context, digital marketing offers numerous opportunities, by utilising a variety of digital tactics and communications channels to connect with customers where they spend much of their time: online. This course is designed to equip students with the vital knowledge and skills needed to navigate today's ever-evolving digital marketing landscape. New technologies have transformed the way customers discover, evaluate, and purchase goods and services. Customers live, work, connect, relax, learn, and purchase digitally. In this context, digital marketing offers numerous opportunities, by utilising a variety of digital tactics and communications channels to connect with customers where they spend much of their time: online. This course is designed to equip students with the vital knowledge and skills needed to navigate today's ever-evolving digital marketing landscape. This course aims to develop a deep understanding of the role of digital marketing in  organisations. The unit aims to familiarise students with the ways marketers make decisions in a world that is becoming increasingly digital. The course content is designed to help develop future marketing leaders, whether "digital" is in the desired job title or not. Specifically, the course will focus on the key issues relating to the development  of digital marketing strategies and implementation of digital marketing campaigns. The students will explore a range of digital marketing tools and tactics such as content marketing, display advertising, search engines,mobile, email and social media marketing.  Knowledge and understanding • (ILO1) Develop an understanding of the nature and scope of digital marketing in  organisationsIntellectual skills• (ILO2) Critically evaluate an organisation’s needs and develop digital marketing recommendations that fulfill those needs. • (ILO3) Critically assess the key issues in the development of digital marketing strategy  Practical skills • (ILO4) Demonstrate how to execute digital marketing campaigns • (ILO5) Recognize a variety of digital tools and tactics which help execute digital marketing campaignsTransferable skills and personal qualities• (ILO6) Communicate digital marketing concepts in written form• (ILO7) Demonstrate an understanding of social responsibility in digital marketing   Syllabus<ul><li>The digital marketing landscape</li><li>Digital customer journey</li><li>Developing digital marketing strategies</li><li>Executing digital marketing campaigns</li><li>The impact of digital on the marketing mix</li><li>Objectives and key performance indicators (KPIs) for digital marketing campaigns</li><li>Digital marketing tools and tactics, such as content marketing, website marketing, search engine (e.g., SEO, PPC) and social media marketing</li><li>Responsibility in digital marketing activities  </li></ul>The United Nation’s Sustainable Development Goal, SDG (12) Responsible consumption and production is covered in this course and other SDGs are addressed through coursework.   Lectures  Seminars Online Discussion Board 0 Other 100% Group Coursework (20%) Digital marketing strategy exercise with optional peer assessment)Individual Coursework (80%) Report <ul><li>Feedback will be provided for coursework in line with the summative feedback policy.</li><li>Written comments on individual reports.</li><li>Informal advice and discussions during lectures and seminars.</li><li>Formative feedback on coursework in lectures and seminars.</li><li>Online discussion board.</li><li>Opportunity for individual meetings with course instructor(s).</li></ul> MSc Marketing MSc Marketing PGDT Taught Component Mandatory N Chaffey, D., & Ellis-Chadwick, F. (2022). Digital marketing: strategy, implementation & practice. Pearson, UK.   Lectures 26 Seminars 5 0 119