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

Postgraduate Course: Marketing in a Digital World (CMSE11567)

Course Outline
SchoolBusiness School CollegeCollege of Arts, Humanities and Social Sciences
Credit level (Normal year taken)SCQF Level 11 (Postgraduate) AvailabilityAvailable to all students
SCQF Credits20 ECTS Credits10
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 The course teaches key aspects of marketing in a digital world including viral, social media, search, conversion rate and optimisation. It is broadly split into two components. The first is more theoretically driven where the focus is on 1). understanding 'digital consumers' 2). social phenomenon associated with marketing technologies and 3). how best to leverage peer-to-peer process (i.e. the power of virality). The second component is more practitioner orientated, giving an understanding of the key challenges and opportunities of certain marketing technologies, e.g. search, conversion and mobile. Together the course will offer students both theoretical and practical insights to improve marketing within a digital world.

Outline Content

1. Introduction to a Digital World
2. Viral marketing
3. Social media practices
4. Content and Social customer relationship management
5. SEO and PPC
6. Digital marketing strategy
7. Conversion rate optimisation
8. Mobile marketing
9. AR and VR
10. Viral Video presentations

Student Learning Experience

The course will be taught in weekly interactive sessions by the course organiser or a guest practitioner.
Entry Requirements (not applicable to Visiting Students)
Pre-requisites Co-requisites Students MUST also take: Principles of Marketing Management (CMSE11110)
Prohibited Combinations Other requirements None
Information for Visiting Students
High Demand Course? Yes
Course Delivery Information
Not being delivered
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 digital marketing.
  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. For example make formal presentations about specialised topics to informed audiences.
  5. Critically evaluate complex ethical and professional issues associated with the practice of Digital Marketing in accordance with professional and ethical codes of practice.
Learning Resources
No core text.

Key Journals
Journal of Consumer Research, Harvard Business Review, Journal of Business Research, Journal of Interactive Marketing, Journal of Marketing.
Additional Information
Graduate Attributes and Skills Knowledge and Understanding

After completing this course, students should be able to:

Demonstrate a thorough knowledge and understanding of contemporary organisational disciplines; comprehend the role of business within the contemporary world; and critically evaluate and synthesise primary and secondary research and sources of evidence in order to make, and present, well informed and transparent organisation-related decisions, which have a positive global impact.

Practice: Applied Knowledge, Skills and Understanding

After completing this course, students should be able to:

Apply creative, innovative, entrepreneurial, sustainable and responsible business solutions to address social, economic and environmental global challenges

Cognitive Skills.

After completing this course, students should be able to:

Be self-motivated; curious; show initiative; set, achieve and surpass goals; as well as demonstrating adaptability, capable of handling complexity and ambiguity, with a willingness to learn; as well as being able to demonstrate the use digital and other tools to carry out tasks effectively, productively, and with attention to quality.

Communication, ICT, and Numeracy Skills

After completing this course, students should be able to:

Critically evaluate and present digital and other sources, research methods, data and information; discern their limitations, accuracy, validity, reliability and suitability; and apply responsibly in a wide variety of organisational contexts.
KeywordsDigital Marketing,social media,search marketing
Course organiserMs Sophie Duncan-Shepherd
Course secretaryMiss Tamara Turford
Tel: (0131 6)50 8074
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