Digital Media, Digital Marketing (15 credits)

Module description

This module will provide students with the opportunity to explore both theoretical and practical aspects of digital media, data and information in marketing, and to address the key position of digital technologies within modern marketing practice and business ecosystems.

It will examine the uses and roles of a variety of digital technologies in marketing, allowing them to understand the computational processes by which these technologies operate, and thus to evaluate better the effectiveness and consequences of such methods and approaches, while examining related economic, social, political and ethical issues.

As the module does not assume a background in marketing, the first part of the module will cover an introduction to marketing, with a particular focus on digital marketing and data-driven marketing.

Educational aims & objectives

This module will provide students with the opportunity to explore both theoretical and practical aspects of digital media and digital data in marketing, and to address the key position of such digital technologies within modern marketing practice and business ecosystems. It will examine the uses and roles of a variety of digital media technologies in marketing, allowing them to understand the computational processes by which these technologies operate, and thus to evaluate better the effectiveness and consequences of such methods and approaches, while examining related economic, social, political and ethical issues. As the module does not assume a background in marketing, the first part of the module will cover an introduction to marketing and its relationship to broader business strategy, with a particular focus on digital marketing and data - driven marketing.

Module description disclaimer

King’s College London reviews the modules offered on a regular basis to provide up-to-date, innovative and relevant programmes of study. Therefore, modules offered may change. We suggest you keep an eye on the course finder on our website for updates.

Please note that modules with a practical component will be capped due to educational requirements, which may mean that we cannot guarantee a place to all students who elect to study this module.

Please note that the module descriptions above are related to the current academic year and are subject to change.