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DRPS : Course Catalogue : Business School : Common Courses (Management School)

Postgraduate Course: Marketing in a Digital World (CMSE11321)

Course Outline
SchoolBusiness School CollegeCollege of Arts, Humanities and Social Sciences
Credit level (Normal year taken)SCQF Level 11 (Postgraduate) AvailabilityNot available to visiting students
SCQF Credits15 ECTS Credits7.5
SummaryMarketing increasingly occurs in a digital world and marketing graduates require specific knowledge and understanding of the impacts that digital technologies have had on marketing practice and consumer behaviour.
Course description This course seeks to provide you with knowledge and skills related to the use of digital technologies within a digital environment. It aims to develop your knowledge and understanding of the role played by digital technologies for both practitioners and consumers in the broader marketing landscape.

Digital technologies are now ubiquitous and deeply ingrained in the lives of consumers. For marketers knowledge and experience of digital technologies is crucial to achieving and sustaining a competitive position within the market. Such technologies should not be viewed as an extra arm of marketing, but rather now we are marketing in a digital world. Digital technologies are both the present and future of marketing. From widespread engagement with the Internet through personal devices, the crucial nature of search engines, social media to interactive televisions and intelligent billboards, marketers are now faced with a plethora of new means with which to segment, target, communicate and build relationships with consumers. It is therefore imperative that students wishing to become marketing practitioners acquire a detailed understanding of this field. The course will offer a theoretical understanding of these phenomena; address important practical issues; and provide students with valuable skills that can be applied in industry.
Entry Requirements (not applicable to Visiting Students)
Pre-requisites Co-requisites
Prohibited Combinations Other requirements None
Course Delivery Information
Academic year 2020/21, Not available to visiting students (SS1) Quota:  None
Course Start Semester 2
Timetable Timetable
Learning and Teaching activities (Further Info) Total Hours: 150 ( Lecture Hours 21, Feedback/Feedforward Hours 1, Programme Level Learning and Teaching Hours 3, Directed Learning and Independent Learning Hours 125 )
Assessment (Further Info) Written Exam 0 %, Coursework 100 %, Practical Exam 0 %
Additional Information (Assessment) Coursework
40% group work assessing Learning outcomes 1, 2, 3, 4 and 5

60% individual assignment assessing Learning outcomes 1, 2, 3, 4 and 5
Feedback Assessment 1
Feedback will be provided while the project is being undertaken during a scheduled group meeting with the course coordinator. Formative feedback will occur in the final session. Written feedback will be provided on group work .
Assessment 2
Written feedback will be provided on individual assignment
No Exam Information
Learning Outcomes
On completion of this course, the student will be able to:
  1. Develop knowledge and understanding of the principal areas, features, boundaries, terminology, technologies and conventions of marketing in a digital world.
  2. Acquire a range of principal skills, practices and materials associated with digital marketing.
  3. Critically identify, define, conceptualise and analyse professional level problems and issues associated with digital marketing and associated technologies.
  4. Develop a wide range of routine skills and some advanced and specialised skills of support of established practices in the field of digital marketing.
  5. Critically evaluate complex professional issues associated with the practice of Digital Marketing in accordance with general professional best practice codes
Reading List
Non-Core textbook
Stokes, R. (2013). eMarketing: The essential guide to marketing in a digital world. Quirk eMarketing. (Free online)

A sample list of articles is available in the course booklet, and up-to-date lists will be provided with individual lecture materials.
Additional Information
Graduate Attributes and Skills Knowledge, understanding and cognitive skills┐

After completing this course, you should be able to:
- analyse the contemporary digital marketing landscape and the key challenges facing the industry, informed by both academic and practitioner literature
- understand core processes related to marketing in digital world and the organisational context in which it is undertaken
- analyse the contribution of different digital technologies to effectively meet marketing goals
- have understanding of certain ethical and regulatory aspects of digital marketing communications and practices

Applied knowledge, skills and understanding

After completing this course, you should be able to:
- apply theoretical frameworks to help address digital marketing challenges.┐
- identify and evaluate alternative digital marketing strategies to take advantage of changing consumer trends.
- locate and use appropriate marketing resources to research and produce a marketing plan that uses digital technologies to address challenges.

Communication, ICT and numeracy skills
By the end of the course you will be expected to be able to:┐
- communicate and exchange ideas and arguments about marketing using digital technologies with others;
- have knowledge of the production of content with viral potential.

Autonomy, accountability and working with others
By the end of this course you will be expected to:
- have contributed proportionately to group coursework in the creation of a video with viral potential and the supporting document arguing why this has viral potential
- have autonomously written a digital marketing plan.┐
- reflect on and communicate your own views and critical thought of the use of digital marketing technologies within a class setting.
KeywordsNot entered
Course organiserMr Ben Marder
Course secretaryMs Emily Davis
Tel: (0131 6)51 7112
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