| CODE | MRK2501 | ||||||||
| TITLE | Digital Marketing: Fundamentals and Strategy Development | ||||||||
| UM LEVEL | 02 - Years 2, 3 in Modular Undergraduate Course | ||||||||
| MQF LEVEL | 5 | ||||||||
| ECTS CREDITS | 4 | ||||||||
| DEPARTMENT | Marketing | ||||||||
| DESCRIPTION | The study-unit provides guidance on how companies can get the most out of digital media to meet their marketing goals. Digital Marketing links marketing theory with practical business experience through case studies and interviews from cutting edge companies such as Google, Microsoft, Amazon, eBay, Facebook and Twitter to help students understand digital marketing in the real world. The subjects discussed during the study-unit include: 1. Overview of digital marketing 2. Online marketplace analysis and the micro-environment 3. The Internet macro-environment 4. Digital marketing strategy 5. The Internet and the marketing mix 6. Relationship marketing using digital platforms 7. Web analytics. Study-unit Aims: The study-unit aims to provide students with an overview of the changing realities that e-Marketing practitioners continue to face. The study-unit also demonstrates the fundamental marketing parameters and describes the digital trends that are developing in the business-to-consumer and business-to-business markets. Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: - Explain the principles of digital marketing and its role in modern marketing strategies; - Describe the internal and external environments that influence digital marketing activities; - Identify the main components of a digital marketing strategy, including online platforms, tools, and techniques; - Discuss the impact of digital transformation on consumer behaviour and business models; - Outline how digital marketing integrates with the broader marketing mix. 2. Skills: By the end of the study-unit the student will be able to: - Apply key frameworks and tools to develop and evaluate a digital marketing strategy; - Analyse online marketplace dynamics and assess opportunities and threats in digital environments; - Use digital marketing metrics and web analytics to inform strategic decisions; - Develop content and campaign strategies tailored to specific digital platforms; - Evaluate the effectiveness of digital marketing activities in meeting business objectives. . Main Text/s and any supplementary readings: Main Texts: - Chaffey D., Ellis-Chadwick F. (2022). Digital Marketing: Strategy, Implementation and Practice, 8th Edition, Pearson. Supplementary Textbook: - Kingsnorth, S., (2022). Digital marketing strategy: an integrated approach to online marketing, 3rd Edition, Kogan Page Publishers. |
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| RULES/CONDITIONS | In TAKING THIS UNIT YOU CANNOT TAKE MRK3503 | ||||||||
| STUDY-UNIT TYPE | Lecture, Seminar and Workshop | ||||||||
| METHOD OF ASSESSMENT |
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| LECTURER/S | Charmaine Falzon Daniela Castillo |
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2025/6. It may be subject to change in subsequent years. |
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