MBM7009M: Strategic Thinking in Digital Marketing

In this module, you’ll build upon your skills and knowledge to create digital marketing strategies.

In this module:

At its core, you will be provided with relevant marketing theory, models, and frameworks of planning. This module will help you to identify opportunities for change in a digital marketing setting, engaging with tools and practices to plan and design strategies effectively. You will consider other important aspects linked with marketing, including financial modelling and customer acquisition.

This module is worth 30 credits. You’ll be assessed through a 4,000-word written report. 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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