You gain an understanding and knowledge of digital marketing communication techniques, platforms and strategy. The module will focus on the critical analysis of integrated marketing communications and associated consumer behavioural foundations. You will explore issues that influence digital marketing communication and how these impact organisations, consumers and policy-makers.

We live in a rapidly changing world, presenting many opportunities and challenges for business and society. Draw on thought leadership from a mix of disciplines such as business, marketing, social sciences and the humanities. Given the dynamic nature of the global business environment, you also study what’s happening in the world right now. You take a critical approach to your research within a wider theoretical and contextual base.

Understand the relationship between the University or your workplace, and your own practice in a collaborative process of generating and using knowledge. Bring together key elements of learning to demonstrate your knowledge and understanding of practice in a work-based project. The composition, content and context of your project is unique to you. It’s a great opportunity to reflect on your practice to show continual learning and development.

As the global business environment becomes more complex and volatile, organisations must think and act more entrepreneurially, innovatively, and creatively, to change and adapt. Explore strategic theories, tools and concepts relating to the external environment’s impact on strategic challenges and choices. Apply a variety of academic and practical material to your own organisation, or a live case organisation appreciate the importance of developing and implementing strategic plans for the success of your organisation, its key stakeholders and society.

Consider the key tools that you need as a marketing professional to add strategic value to your organisations or clients. You develop the knowledge and practical skills to succeed in the dynamic marketing world.