MN7032 - Marketing in the Digital World (2025/26)
| Module specification | Module approved to run in 2025/26 | ||||||||||||||||||||
| Module title | Marketing in the Digital World | ||||||||||||||||||||
| Module level | Masters (07) | ||||||||||||||||||||
| Credit rating for module | 20 | ||||||||||||||||||||
| School | Guildhall School of Business and Law | ||||||||||||||||||||
| Total study hours | 200 | ||||||||||||||||||||
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| Assessment components |
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| Running in 2025/26(Please note that module timeslots are subject to change) |
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Module summary
Marketing is important for all organisations and is concerned with retaining customers and delivering value to stakeholders, that is, to everyone who is affected by a transaction. It directs organisations into new markets and opportunities while maintaining and developing existing customers. This module is intended to help develop knowledge concerning the nature and character of marketing as well as sales in an international context, capitalising on current and emerging technologies.
The interdependence of economies and increasingly globalised marketing reflects the trend of organisations designing, distributing and selling products and services in many markets around the world.
The primary role of marketing management in any organisation is to design and execute effective marketing programmes in local, international and global markets.
The module aims to:
· Provide a solid appreciation of marketing as practiced in the international arena.
· Enhance understanding of the relationships between an organisation, the markets it is serving and its key stakeholders.
· Provide an integrated overview of marketing management, using topical issues, thought leadership and research findings.
· Offer a broad platform of marketing concepts, theories and frameworks, which can be applied in practical situation
· Explore the impact of the drive towards digital applications and deliver
Prior learning requirements
None
Available for Study Abroad? NO.
Syllabus
· Introduction to marketing (1,2,3)
· The global marketplace (1,2)
· Segmentation, Targeting and Positioning (STP) (1,2)
· Developing value (1,2)
· Communicating value (1,2)
· Pricing value (1,2)
· Delivering value (1,2)
· Market entry strategy (1,2)
· International sales (1)
· Marketing and the Impact of the Digital Revolution (1,2,3)
· The New Customer Path (2)
· Marketing Planning (1,2,3)
Balance of independent study and scheduled teaching activity
Students will attend weekly 3-hour workshops during which time they will receive material in the form of lectures/discussions, discuss case studies and current issues.
WebLearn will be used in support of blended learning to provide the reading list, lecture recordings, additional video material and items of topical interest
Learning outcomes
After successfully completing this module, students will be able to:
1. Critically evaluate marketing activities and offer recommendations for improvement
2. Critically analyse potential markets for development, applying a systematic understanding of the marketing theories to complex situations while considering the impact of technology in effective marketing decision-making.
3. Communicate marketing messages in a creative and compelling manner while utilising the principles of Segmentation, Targeting and Positioning.
Bibliography
Journals:
· European Journal of Marketing
· Academy of Management Journal
· Academy of Management Review
· Journal of Product and Brand Management
· Journal of Islamic Marketing
· International Marketing Review
· Business Strategy Review
· California Management Review
· European Management Review
· Harvard Business Review
· Journal of Business Research
· Journal of International Marketing
· Journal of Management
· Management Decision
· Sloan Management Review
· Strategic Management Journal
Websites
· Digital brand engagement: www.digitalbrandengagement.ning.com
· McKinsey Digital Marketing: https://www.mckinsey.com/business-functions/digital-mckinsey/how-we-help-clients
· McKinsey Internet of Things : https://www.mckinsey.com/business-functions/digital-mckinsey/our-insights/ten-trends-shaping-the-internet-of-things-business-landscape
· The Institute of Direct Marketing: http://www.theidm.com
· The Direct Marketing Association: www.dma.org.uk
· The Chartered Institute of Marketing www.cim.co.uk
· Dave Chaffey: www.davechafey.com/students and www.smartinsights.com
· New Media Age: www.nma.co.uk
· Brand Republic: www.branrepublic.com/go/digitalmarketing
· i-advertising: www.i-advertising.com
· Financial Times: https://www.ft.com/technology
· Guardian: www.guardian.co.uk/media/digital-media
· LED – The internet marketing discussion list: www.led-digest.com
· eMarketer: www.emarketer.com