1. Individual Presentation worth 35% of the total marks (15 minutes) (LOs 1,2)
2. Individual Assignment worth 85% of the total marks, 3000 words (LOs 1,3, & 4)

The module will include a selection of the following topics:

The history and current developments in digital marketing in the global environment
Brand strategy, Corporate reputations and CSR online
Content strategy
Financial analysis of strategic marketing decisions
Application of social media and its impact
Segmentation and positioning of products and services on-line
The changing nature of value on-line
The internet for distribution
Digital marketing tools and techniques
Digital marketing across national, linguistic and cultural borders
Digital marketing mix

1. Critically evaluate and apply the dynamics and interrelationships between the key marketing variables, in executing effective digital marketing strategies.
Knowledge and Understanding
Application

2. Undertake in depth analysis, in order to develop and effectively communicate digital marketing theoretically.
Analysis
Communication

3. Demonstrate a critical appraisal of the impact of brand and corporate reputation on digital marketing strategy
Analysis

4. Evaluate and analyse the financial implications of digital marketing strategy decisions.
Problem Solving

A mixture of practice-based learning activities including lectures, seminars, in-class debates, inline debates, presentations and discussions, individual and group problem solving

Business library
Internet access
E mail
PC with Office Software
Blackboard module website
Companion web sites.

Kingsnorth S , (2015), Digital Marketing Strategy, London, Kogan Page,
Bones C & Hammersley J (2015) Leading Digital Strategy: Driving Business Growth Through Effective E-commerce, London Kogan Page,
Chaffey D. ( 2012) Digital Marketing: Strategy, Implementation and Practice, Harlow, Pearson,.