module specification

MN7032 - Marketing in the Digital World (2022/23)

Module specification Module approved to run in 2022/23
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
80 hours Assessment Preparation / Delivery
84 hours Guided independent study
36 hours Scheduled learning & teaching activities
Assessment components
Type Weighting Qualifying mark Description
Coursework 40%   Report to improve marketing planning within a specific company
Coursework 60%   Development of a Marketing Plan for a selected product/service in a given market
Running in 2022/23

(Please note that module timeslots are subject to change)
Period Campus Day Time Module Leader
Spring semester North Monday Evening
Spring semester North Monday Afternoon
Spring semester North Tuesday Evening
Spring semester North Tuesday Afternoon
Spring semester North Thursday Evening
Spring semester North Friday Morning

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 delivery


1. Introduction to Marketing
a. What is Marketing
b. The Buying Cycle concept
c. Key concepts

2. The Global Marketplace
a. Environment
b. Information Systems and Marketing Research
c. Marketing Analytics, the Era of Big Data

3. Segmentation, Targeting, Positioning (STP)
a. The imperative of effective STP
b. International Product / Brand Positioning
c. Power Shifts to the Connected Customers
i. From Individual to Social
ii. From Exclusive to Inclusive

4. Developing Value
a. New Products and Services
i. B2C
ii. B2B

5. Communicating Value
a. Communication strategies
b. Advertising, PR and Sales Promotions
c. Social Networks

6. Pricing Value
a. Pricing strategies
b. Role of marketing analytics in pricing decisions

7. Delivering Value
a. Distribution Strategies
b. Channels
c. Physical Distribution

8. Market Entry Strategies

9. International Sales
a. Products and Services
b. B2C
c. B2B

10. Marketing and the Impact of the Digital Revolution
a. From Traditional to Digital Marketing
b. Integrating Traditional and Digital Marketing

11. The new Customer Path
a. Understanding How People Buy
b. Driving from Awareness to Advocacy: The O Zone (O3)
c. The 5 As: Aware, Appeal, Ask, Act, and Advocate

12. Marketing Planning
a. Strategic Competitive Advantage
b. Bringing the marketing mix together
c. The Marketing Plan in the Digital Era
d. Recap

Balance of independent study and scheduled teaching activity

Students will have 36 hours of contact time delivered through twelve 3-hour workshop sessions.

WebLearn will be used to guide students through additional independent study using case studies, videos, articles and other readings.

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.

Assessment strategy

Assessment 1: Weighting 40%. Individual Report

Students will be required to identify a company and critically assess its current digital marketing activities and using appropriate theories suggest justified and measurable improvements.

Assessment 2: Weighting 60%. Individual Presentation

The second assessment requires the student to prepare a marketing plan for a selected product / service in a specific market. The assessment brief will be released
3 weeks before the required hand-in date. In creating the marketing plan the student will address LO 2 and 3.


Talis Link


Core Text:

Green M.C., and Keegan W.J,  (2020) Global Marketing, 10e, , Pearson

Other Texts:

Solomon M.R., Marshall G.W, & Stuart E.W., (2019) Marketing: Real People, Real  Choices Global Edition, 9/E, Pearson


• 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


• Digital brand engagement: 
• McKinsey Digital Marketing:
• McKinsey Internet of Things :
• The Institute of Direct Marketing:
• The Direct Marketing Association:
• The Chartered Institute of Marketing
• Dave Chaffey:  and
• New Media Age:
• Brand Republic:
• i-advertising:
• Financial Times:
• Guardian:
• LED – The internet marketing discussion list:
• eMarketer: