Postgraduate Course: Marketing in a Digital World (CMSE11321)
Course Outline
| School | Business School |
College | College of Arts, Humanities and Social Sciences |
| Credit level (Normal year taken) | SCQF Level 11 (Postgraduate) |
Availability | Not available to visiting students |
| SCQF Credits | 15 |
ECTS Credits | 7.5 |
| Summary | Marketing 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.
Student Learning Experience:
The course will be taught in weekly interactive sessions by the course organiser or a guest practitioner.
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Entry Requirements (not applicable to Visiting Students)
| Pre-requisites |
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Co-requisites | |
| Prohibited Combinations | |
Other requirements | None |
Course Delivery Information
| Not being delivered |
Learning Outcomes
On completion of this course, the student will be able to:
- Develop knowledge and understanding of the principal areas, features, boundaries, terminology, technologies and conventions of marketing in a digital world.
- Acquire a range of principal skills, practices and materials associated with digital marketing.
- Critically identify, define, conceptualise and analyse professional level problems and issues associated with digital marketing and associated technologies.
- Develop a wide range of routine skills and some advanced and specialised skills of support of established practices in the field of digital marketing.
- Critically evaluate complex professional issues associated with the practice of Digital Marketing in accordance with general professional best practice codes
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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. |
| Keywords | Not entered |
Contacts
| Course organiser | |
Course secretary | Ms Emily Davis
Tel: (0131 6)51 7112
Email: Emily.Davis@ed.ac.uk |
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