Course features

This module will examine the uses and roles of a range of digital technologies in marketing. Students will gain an understanding of the computational processes through which these technologies operate and will evaluate the effectiveness and consequences of these methods and approaches. The module will also explore the economic, social, political, and ethical issues surrounding digital marketing.

Each week, students will study a different topic, building their knowledge and critical understanding of digital marketing, culminating in a final 4,000-word project. Module topics include marketing strategy, influencer marketing, social media marketing, generative AI, big data and audience research, amongst others.

No previous knowledge of digital marketing is required. The first week of the module will cover an introduction to marketing, with a focus on digital and data-driven marketing.

Learning outcomes

By the end of the module, you will be able to:

• Demonstrate an advanced and systematic understanding of the main theoretical, economic, social and practical issues related to the use of digital media and digital data in marketing, and a strong command of the literature in this area

• Critically assess the main scholarly interpretations of the issues raised by the digital in marketing

• Formulate your own questions and arguments about these issues

• Develop a marketing strategy

Entry requirements

T​he standard entry requirements comprise:

• A 2:2 honours degree or international equivalent 
• A CV and personal statement outlining reasons for study  
• English language at Band B (IELTS 7.0 overall with a minimum of 6.5 in each skill).

For information on our English language requirements please see our English Language requirements page.

Assessment

You will be assessed via the following:

• 4000-word essay (90%)

• Engagement and Participation (10%)

Further information

This module runs over 10 weeks and combines online interactions with your peers and instructors with self-directed learning.

The module materials aim to provide you with a rich and varied online learning experience and include:

• Five live webinars

• Topic-specific interactive lessons

• Readings

• Discussion forums

• A variety of activities designed to encourage student participation, learning, debate and contributions.

Every two weeks, there will be a live webinar session where you will engage with your instructor and fellow students. These sessions may include a range of activities: to discuss the week’s topics, debrief the week’s activities and/or debate on and answer questions posted in the weekly forum. They may also have specific preparation activities and readings.