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Programme & Unit Catalogues


MN30673: Business and marketing in a digital world

[Page last updated: 20 April 2021]

Academic Year: 2021/2
Owning Department/School: School of Management
Credits: 6      [equivalent to 12 CATS credits]
Notional Study Hours: 120
Level: Honours (FHEQ level 6)
Period:
Semester 2
Assessment Summary: EX60CW40
Supplementary Assessment:
Like-for-like reassessment (where allowed by programme regulations)
Requisites: Before taking this module you must take MN10573 OR take MN20016
Aims: This unit addresses how business and marketing has evolved given digital society, discussing a range of concepts, models and emerging technologies that shape most aspects of marketing and social life. Students will be encouraged to consider cultural and societal implications of marketing in a digital world from a theoretical perspective, coupled with practical, real-world applications.

Learning Outcomes: By the end of this unit students will be able to:
* Understand how a network society and digital marketing (e.g. the Internet, Social media etc.) affect marketing practices and social life.
* Understand, evaluate and apply a range of digital marketing practices to meet specific marketing objectives.
* Understand the societal and cultural implications of digital marketing practices, with attention to both opportunities and risks.

Skills: This unit is designed to develop students' intellectual, practical and key transferable skills in the following ways:
* Written communication skills - report writing (F/ A)
* Group working skills (F/ A)
* Analytical and evaluative skills (F/ A)
* Researching skills (F/A)

Content: This unit must reflect current developments in digital marketing and Internet technology and the content will therefore be reviewed on an annual basis and updated as appropriate. Indicative content includes:
* Digital marketing and digital marketing strategies
* History of a network society and digital marketing
* Integrated marketing communications
* Social media marketing and 'prosumption'
* Influencer marketing and consumer identity
* Multichannel retailing
* Visual merchandising and content marketing
* Search engine optimisation and marketing analytics
* Big data
* Security, surveillance, privacy and risk.

Programme availability:
NB. Postgraduate programme information will be added when the postgraduate catalogues are published in August 2021

MN30673 is Compulsory on the following programmes:

School of Management
  • UMMN-AKB05 : BSc(Hons) Management with Marketing with Year long work placement (Year 4)

MN30673 is Optional on the following programmes:

School of Management
  • UMMN-ANB01 : BSc(Hons) Business Administration with Thin sandwich placement(s) (Year 4)
  • UMMN-AYB06 : BSc(Hons) International Management with Year Abroad (Year 4)
  • UMMN-AFB04 : BSc(Hons) Management (Year 3)
  • UMMN-AKB04 : BSc(Hons) Management with Year long work placement (Year 4)

Notes:

  • This unit catalogue is applicable for the 2021/22 academic year only. Students continuing their studies into 2022/23 and beyond should not assume that this unit will be available in future years in the format displayed here for 2021/22.
  • Programmes and units are subject to change in accordance with normal University procedures.
  • Availability of units will be subject to constraints such as staff availability, minimum and maximum group sizes, and timetabling factors as well as a student's ability to meet any pre-requisite rules.
  • Find out more about these and other important University terms and conditions here.