BUS7053 - Strategic Marketing in the Digital Era

Objectives:

On successful completion of the module, student will be able to:

1 - Critically assess digital marketing strategies and their key elements
2 - Utilise digital marketing tools and techniques to achieve business goals
3 - Analyse digital environments to identify marketing opportunities and challenges
4 - Formulate digital marketing plans aligned with global business strategies
5 - Measure and evaluate the effectiveness of digital marketing activities
6 - Integrate traditional and digital marketing theories in strategic decisions.

Content:

The module covers a broad range of topics, including marketing principles, contemporary marketing issues and the integration of AI into modern marketing strategies. It aims to equip you with an understanding of both foundational marketing concepts and cutting-edge technological advancements shaping the digital marketing landscape. The module covers a variety of topics, including:

• Gain insights into cutting-edge digital marketing techniques that provide a competitive edge in the digital era. This includes leveraging emerging trends, technologies and innovative approaches to stay ahead in dynamic markets.
• Delve into key theories and models that explain consumer purchasing behaviour. Learn how marketers can influence these decisions through tailored strategies to create impactful campaigns.
• Discuss and learn seamless customer experiences by integrating various marketing channels, including social media, email and web platforms, to enhance brand engagement.
• Focus on techniques to improve online visibility, boost search engine rankings and optimise user experiences on digital platforms using advanced SEO strategies.
• Explore how big data and artificial intelligence can be utilised to enhance decision-making processes in digital marketing and drive smarter, more efficient strategies.
• Learn to create effective multi-channel marketing campaigns by leveraging advanced analytics, automation tools and real-time insights to maximise results.

The module provides a comprehensive overview of traditional and modern strategies, emphasising the role of technology and AI in shaping today's marketing landscape.

Learning and Teaching Information:

To complement theoretical learning, the module incorporates diverse pedagogical approaches, such as simulation-based learning, project-based assignments and workshops that offer hands-on training with industry-standard tools like Google Analytics and SEO software. Case study analysis links theory to real-world practice, while collaborative group projects and reflective exercises foster teamwork and critical thinking. Blended learning techniques, including flipped classrooms and guest lectures from industry professionals, ensure an engaging and interactive experience. By integrating these methods, the module equips you with the practical skills and strategic mindset needed to excel in the evolving landscape of digital and strategic marketing.

Lectures
Hours: 20
Intended Group Size: Cohort

Workshops
Hours: 20
Intended Group Size: Cohort

Guided independent study
Hours: 260

Further Detail Relating to Assessment

You will critically assess the digital marketing strategy of a selected global or local firm. The assessment will include an individual presentation and report, allowing for in-depth analysis. This approach enables you to apply module content and achieve learning outcomes. Through research, you will gain a deeper understanding of digital marketing strategies.

Individual Presentation - you will critically evaluate a business from a digital marketing perspective.

Report – you will provide strategic recommendations through a written report.

Formative assessment and feed-forward methods will be employed throughout this module at various points in the term. Formative forms of assessment will include (but not exclusively): class-based activities, opportunities for draft pieces of work to be submitted for comments and feedback, drop-in sessions with the module tutor and peer-assessed (non-credit bearing) group presentations.

Full details are contained within the Module Handbook.

Assessment:

001 Individual Presentation; 10 minutes; Mid-term 1 50%
002 Report; 3000 words; End term 1 50%

Fact File

Module Coordinator - Tahir Islam
Level - 7
Credit Value - 30
Pre-Requisites - NONE
Semester(s) Offered - 7PGS1

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