BMAN74781 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 <p>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.</p> <p>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.</p> <p>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.</p> <p data-start="33" data-end="117">Analyse how digital marketing operates within contemporary organisational contexts</p><p data-start="119" data-end="220">Appraise how digital technologies influence customer behaviour and reshape managerial decision making</p> <p data-start="248" data-end="321">Analyse organisational needs to inform digital marketing recommendations.</p><p data-start="323" data-end="405">Critically assess the key issues involved in developing digital marketing strategy</p> <p data-start="430" data-end="513">Design digital marketing campaigns using appropriate theories, data and techniques.</p><p data-start="515" data-end="604">Use a variety of digital tools and tactics which help execute digital marketing campaigns</p> <p data-start="655" data-end="729">Communicate digital marketing concepts clearly to a professional audience.</p><p data-start="731" data-end="813" data-is-last-node="" data-is-only-node="">Assess and demonstrate how to implement social responsibility in digital marketing</p> <p>The digital marketing landscape</p><p>Digital customer journey</p><p>Developing digital marketing strategies</p><p>Executing digital marketing campaigns</p><p>The impact of digital on the marketing mix</p><p>Objectives and key performance indicators (KPIs) for digital marketing campaigns</p><p>Digital marketing tools and tactics, such as content marketing, website marketing, search engine (e.g., SEO, PPC) and social media marketing</p><p>Responsibility in digital marketing activities</p><p>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.</p> <p>Lectures</p><p>Seminars Online Discussion Board</p><p>The unit combines in person teaching with supported independent study.</p><p>Lectures (24 hours)</p><p>Introduce key digital marketing concepts, theories and frameworks using examples and cases.</p><p>Seminars (6 hours)</p><p>Apply concepts through discussion and guided problem solving.</p><p>Online discussion board (asynchronous)</p><p>Provides space for questions, reflections and tutor guidance.</p><p>Digital learning activities</p><p>Use tools such as Padlet and Mentimeter for collaborative tasks and formative reflection.</p><p>Independent study (120 hours)</p><p>Involves reading, research, seminar preparation and development of coursework.</p> 0 Other 100% <p class="MsoBodyText" style="line-height:107%;"><span lang="EN-US">Individual Assessment 100%</span></p> <p><span style="color:#333333;font-family:&quot;Segoe UI&quot;,sans-serif;font-size:11.0pt;">Written feedback online within 15 working days of submission deadline</span></p> MSc Marketing MSc Marketing PGDT Taught Component Mandatory N <p>Chaffey, D., &amp; Ellis-Chadwick, F. (2022). Digital marketing: strategy, implementation &amp; practice. Pearson, UK.</p><p>Reading List available through the university library:</p><p><a href="https://www.readinglists.manchester.ac.uk/leganto/readinglist/searchlists/345535298080001631?auth=CAS">https://www.readinglists.manchester.ac.uk/leganto/readinglist/searchlists/345535298080001631?auth=CAS</a></p> Lectures 24 Seminars 6 0 120