Digital Marketing

Taught modules

Compulsory modules

• Digital and Social Media Marketing Strategy

  Digital technologies have transformed marketing, they offer new sources of customer insight, they have dramatically changed customer behaviour, enabled new business models and impacted how organisations interact with their customers and key stakeholders. This module aims to take a strategic perspective of the digital and social media environment. It focuses on the interaction between consumers, businesses and other organisations and how thinking digitally can assist in effective marketing. Web based media, mobile platforms, social media and digital tools, including AI latest applications, are reviewed, practised and critically evaluated to identify successful performance and to create contemporary digital marketing strategies.

• Customer Insight and Engagement

  This module explores how to acquire and retain the appropriate share of good customers, as well as how to prioritise customers. It is based on the premise that customers are the essence of the organisation, as, without customers, the organisation would fail. The module takes a customer-centric approach and acknowledges the hyper-connected environment in which organisations operate today. Technologies like AI and Big-data, and methodological approaches to obtain customer insights and to build detailed customer profiles are discussed. Moreover, the module considers how to engage with customers in ways that add value to both parties. The module uses real case studies, and a wide range of analytical approaches to obtain insights from datasets but also students' own experiences as customers.

• Professional Development for Marketers

  This module will help you to become a lifelong learner and enhances your employability. Starting with a focus on how to achieve your best academically, you will then develop your skills for employment and career planning. You will work through a self-development plan, taking the lead in your own learning and development. You will be coached in identifying, engaging in and reflecting on how you can gain from developmental activities within the university and externally.

• Research Methods for Marketing

  You will develop the skills to conduct marketing research independently. Students on the MSc programmes are expected to undertake effective research drawing upon a range of secondary and primary data sources in the preparation of coursework. It is important that you are exposed to a range of methodological issues, data collection techniques and study skills. In addition, this Research Methods module is geared towards the preparation for, and successful completion of, high quality, rigorous and systematic research for business and management.

• Responsible Marketing in a Global World

  This module introduces the key principles of responsible marketing by studying the theories that underpin ‘Better Marketing for a Better World’ which works towards achieving the UN Sustainability Goals. The module will explore the marketing environment including the changing needs of customers, and how brands make choices about the marketing mix to meet those needs in a long-term sustainable way. This includes the ways in which marketers plan, manage and implement marketing programmes in the context of the international interconnected global environment of the twenty first century.

• Sustainable Consumer Behaviour

  You will critically appraise the behaviours of customers and their interactions with marketing. Informed by behavioural science, you will analyse why customers behave as they do and how marketing activity influences their behaviours. This analysis informs your critical understanding and implementation of both strategic and responsible marketing practice. An innovative dimension of this course is the investigation of change agents that will significantly influence the behaviours of customers in the future, for example neuroscience, climate change and technology innovation. This is a module that utilises research evidence to inform evaluation, behavioural and communications research.

• Sustainable Global Marketing Strategy

  You will build on the Principles of Marketing module, and explore the global marketing environment. There is a particular emphasis on internationalisation and the creation and development of global markets. You will understand the principles, influences, and institutions affecting the development of international trade and global marketing strategies. You will analyse opportunities and constraints in the context of global marketing strategy, and the associated organisational and control issues associated with the development of global markets. This includes an appreciation of the importance of ethical and social issues.

• Enterprise Work Placement

  You'll expand your enterprise skills in the context of the workplace. The focus will be on building your intrapreneurial mindsets during your placement, helping you to develop the curiosity, creativity, vision and resilience to be successful in a variety of organisations. You'll draw on the OBBS Golden Thread and Brookes attributes embedded within your degree, for you to be a change agent on your placement, so you drive innovation in one or more of the following areas: ethical business behaviour, inclusivity, responsible management, sustainability, digitalisation and internationalisation. Drawing on on your research skills you'll propose evidence based innovative solutions to your placement organisations’ challenges.

Optional modules