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DRPS : Course Catalogue : Business School : Business Studies

Undergraduate Course: Strategic Digital Marketing - An International Perspective (BUST10146)

Course Outline
SchoolBusiness School CollegeCollege of Arts, Humanities and Social Sciences
Credit level (Normal year taken)SCQF Level 10 (Year 4 Undergraduate) AvailabilityAvailable to all students
SCQF Credits20 ECTS Credits10
SummaryDigital technologies, and especially the Internet, have transformed the way in which business is conducted in the 21st century. As a result of this digital transformation every business, regardless of size or sector, can utilize digital technologies (e.g. web, mobile, social media etc.) in its daily activities to reach its international consumer base online. This is possible, because the digital marketplace, unlike the traditional offline market, is not limited by countries┬┐ national borders. In order to capture the benefits arising from the online environment, however, marketers have to show the ability to use digital technologies and demonstrate the capability to strategically manage digital platforms in their efforts to achieve marketing objectives. Furthermore, marketers have to display a good understanding of the impact that international affairs have on digital strategies in order to fully capture aids deriving from access to the borderless marketplace.

This Strategic Digital Marketing course aims to introduce students to the digital marketing strategies planning process that will help them to take advantage of the growing opportunities deriving from digital platforms internationally. By the end of this course, students should be able to develop, implement, effectively manage and evaluate international digital marketing strategies.
Course description Academic Description
Digital technologies are essential tools, which every business utilises in its daily operations in the 21st century. Such digital technologies, including but not limited to websites, mobile platforms and social media networks, open up access to the boundary-less marketplace, which offers endless opportunities to businesses. In order to take a full advantage of the digital marketplace, marketers have to (1) be able to use digital tools effectively and efficiently in their digital marketing strategies, and (2) recognise the impact of international affairs on those strategies development, implementation and management.

The course will give students a foundation for developing, implementing and managing digital marketing strategies internationally. Using a range of digital marketing theories, frameworks as well as tools and techniques, students will acquire knowledge and skills which will help them to achieve marketing objectives through the strategic management of digital touch points (i.e. web, mobile, social media, etc.). Furthermore, students will develop a sound knowledge of international affairs which have or might have direct impact on digital strategies, and they will learn how to use this knowledge to their advantage.

The specific learning aims of this course are as follows:
- Demonstrate an understanding of strategic marketing theories, and how they translate to digital environment.
- Identify a sequence of key digital strategy development and implementation activities.
- Evidence a detailed understanding of a range of digital marketing tools and techniques used for marketing purposes.
- Demonstrate a thorough understanding of the role of digital technologies in the strategic marketing.
- Demonstrate an understanding of international affairs, and their impact on digital strategies development, implementation and management.

Outline Content
The content of the course will be divided into three parts. First you will be introduced to the fundamental concepts of strategic marketing, which when extended to online environment will form a base upon which digital strategies can be developed. The first section of the course therefore will include an introduction to various digital platforms as well as environmental factors that can affect international digital marketing strategy development and implementation. The second part of the course will closely examine the development of digital strategies in an international context. This part of the course will be devoted to the development of digital marketing strategy plans. The implementation of various approaches to manage consumer online experience in international markets will also be discussed. Finally, the third part of the course will focus on digital strategy implementation and evaluation.

Student Learning Experience
The course aims to provide you with a comprehensive understanding of a range of digital technologies as well as international issues, and their respective roles in international digital marketing strategies development, implementation and management. This will be achieved through lectures during which relevant concepts will be discussed. To further enhance your learning experience, academic theories and concepts will be supplemented by practitioners┬┐ perspectives delivered during a series of guest lectures. Students taking the course will be required to engage in independent study, which will include but will not be limited to an analysis of a case study.

Entry Requirements (not applicable to Visiting Students)
Pre-requisites Students MUST have passed: Marketing (BUST08004)
Prohibited Combinations Other requirements None
Information for Visiting Students
Pre-requisitesVisiting students should have at least one Marketing course at a year 2 intermediate level. We will only consider University/College level courses.
High Demand Course? Yes
Course Delivery Information
Not being delivered
Learning Outcomes
On completion of this course, the student will be able to:
  1. Understanding of digital marketing tools and frameworks, and their use for the purpose of digital marketing strategy development.
  2. Critically appraise the impact of international factors on digital marketing strategy development, implementation and management.
  3. Good understanding of digital marketing strategy planning process.
  4. Critically analyse and evaluate digital strategies, and identify approaches for improvement.
Reading List
The core textbook requires is Chaffey D., and Ellis-Chadwick F (2015) 'Digital Marketing: Strategy, Implementation and Practice' Pearson,

Suggested Reading: web links to journal articles will be provided throughout the course
Additional Information
Graduate Attributes and Skills The course will support the following graduate attributes:
- Be able to ask key questions and exercise rational enquiry associated with digital marketing strategies.
- Be able to identify, define and analyse strategic marketing problems (specifically digital marketing strategy related) and identify or create processes to solve them.
- Be able to identify, and assess an impact of international affairs on digital strategies.
- Be able to critically evaluate strategic digital marketing activities in an international context.
- Be open to new ideas, methods, technologies and ways of thinking applicable in an international business context.
- Be creative and imaginative, able to think outside the box with regards to addressing international digital business issues.
- Be able to use collaboration and debate with colleagues to effectively test, modify and strengthen their own views.
- Make effective use of oral, written and visual means to critique, negotiate, create and communicate understanding of business phenomenon.
- Use effective communications to articulate their business skills as identified through self reflection.
- Further their own learning through effective use of the full range of communications approaches.
- Be able to work effectively with others, capitalizing on their different business stakeholders, thinking, experience and skills.
- Have the confidence to make decisions based on their own business understandings and their personal and intellectual autonomy.
KeywordsNot entered
Course organiserDr Ewelina Lacka
Tel: (0131 6)50 8496
Course secretaryMs Chrysanthi Manidou
Tel: (0131 6) 50 3826
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