MMBM08: Digital Change, Innovation, and Disruption

In this module, you will explore leadership, sustainable innovation, and change in a digital setting.

In this module:

Traditional marketing has experienced significant disruption from the digital world. You will study how these disruptive technologies have confronted traditional marketing across infrastructure, processes, people, and culture to support a business’ growth. You will build the confidence to critically analyse and reflect about your own experiences of innovation and change while developing your leadership skills to communicate and drive change to stakeholders. You will engage with theories of creativity and contemporary frameworks of designing and implementing digital transformation.

This module is worth 30 credits. You’ll be assessed through a 2,000-word written report and an individual presentation, both weighted at 50%. You’ll be scheduled with 30 contact hours with your lecturer.

Reading list:
Chaffey, D., Ellis-Chadwick, F., Mayer, R. and Johnston, K. (2009), Internet Marketing. 4th Ed. England: FT Prentice Hall.

Chaffey, D. and Smith, P. R. (2013), eMarketing Excellence: Planning and Optimising your digital marketing. New York, Routledge.

Gilligan, C. and Wilson, R, (2009), Strategic Marketing Planning. London, Butterworth-Heinemann.

McDonald, M, (2011), Marketing Plans: How to Prepare Them, How to Use Them. 7th Ed. London, Butterworth-Heinemann.

Ryan, D. and Jones, C. (2012), Understanding Digital Marketing: Marketing strategies for engaging the digital generation. London, Kogan Page.

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