Digital Marketing

​​In 2019 for the first time in the history of marketing, digital advertising spending passed the traditional media ad spending worldwide, even before the COVID pandemic. Then the lapped time due to the pandemic proved the importance of digital marketing once again and escalated the digital transformation for many businesses. Unfortunately, many other companies that failed to adapt to the digital environment ceased their operations. We know that digital marketing is not something nice to have, rather it is an essential skill for marketers. 

The best part of digital marketing is that every business can do it in their own way, whether it's small budgets or big budgets. There are various types of digital marketing activities, such as social media marketing, search engine marketing, search engine optimisation, content marketing, and digital analytics. This module starts with the evolution of the internet and early internet businesses to provide an understanding of the landscape. Then it considers the digital strategy and digital business models, before moving on to tactical components and tools to help achieve the learning objectives.​ 

​This module aims to:

• Provide a critical overview of digital technology developments in marketing theory and practice.
• Explore the impact of digital technology on consumer behaviour.
• Critically consider digital technology influence on consumer/buyer relationships with brands or firms.
• Critically consider the ethical implications of digital technology usage.
• Apply marketing and consumer behaviour theories to aid digital marketing strategy and practice.

B​y the end of the module, you will be able to: 

• Demonstrate an understanding of appropriate theories to evaluate and critically assess digital marketing strategy and consumer/buyer behaviour.
• Evaluate the advantages and limitations of various digital technological applications to marketing strategy.
• Interpret digital technologies’ impact on marketing strategy in international contexts.
• Demonstrate understanding and evaluate academic work on digital technologies in both consumer behaviour and marketing.
• Build a digital marketing campaign that is backed up with solid scientific knowledge.

​​The standard entry requirements comprise: 

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

​​You will be assessed via coursework and examination, as follows: 

• Coursework 1 = 70% 
• Coursework 2 = 10% 
• Examination 1 = 10% 
• Examination 2 = 10% ​ 

This module is delivered online and includes a variety of interactive activities to support learning. This includes discussion forums, online readings, interactive lectures, videos, quizzes, reflections, guest speakers, and online webinars. You can join live webinars, typically held on Tuesday lunchtimes, but if you are unable to attend you will be able to catch up via recordings.

You will be expected to undertake approximately 150 hours of study in total for this module. 

This module is offered as part of our flexible master’s awards in Professional Development. The awards are one of the most flexible currently offered in the UK, providing the opportunity to study a range of modules from across King’s, both on-campus and online. Whether you are looking for a promotion or to retrain, you have come to the right place.  

Designed for mature professionals juggling life and work commitments, our postgraduate awards will enable you to study at your own pace. In challenging financial times, you are also able to fund your studies module-by-module.  We will support you to select the right module diet that meets your objectives while ensuring that you are well prepared for success. We will also help you to build your professional network of peers from across our suite of CPD modules.  

We can’t wait for you to continue your lifelong learning journey here at King’s.