MN30673: Business and marketing in a digital world
[Page last updated: 23 October 2023]
Academic Year: | 2023/24 |
Owning Department/School: | School of Management |
Credits: | 6 [equivalent to 12 CATS credits] |
Notional Study Hours: | 120 |
Level: | Honours (FHEQ level 6) |
Period: |
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Assessment Summary: | CW 40%, EX 60% |
Assessment Detail: |
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Supplementary Assessment: |
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Requisites: | Before taking this module you must take MN10573 OR take MN20016 |
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. |
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. |
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. |
Course availability: |
MN30673 is Compulsory on the following courses:School of Management
MN30673 is Optional on the following courses:School of Management
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Notes:
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