Introductory description

The Marketing with Digital Disruption and Transformation module aims to equip students with a comprehensive understanding of how digital technologies are reshaping marketing strategy and practice.

Module web page

Module aims

Outline syllabus

This is an indicative module outline only to give an indication of the sort of topics that may be covered. Actual sessions held may differ.

Fundamentals of Digital Marketing: Core techniques including SEO, SEM, digital advertising, and integrated digital strategies
Digital Media Planning and Performance Metrics: Campaign design, measurement, and optimization
Content Strategy and Customer Engagement: Designing content for engagement and customer journey management
Marketing Analytics and Data-Driven Decision-Making: Leveraging data for insight generation and strategic marketing decisions
Artificial Intelligence and Machine Learning in Marketing: Applications, opportunities, and limitations within the broader context of digital transformation
Digital Disruption and Organisational Transformation: Assessing digital maturity and managing digital change initiatives
Customer Journey Mapping and Digital Experience Design: Techniques for creating seamless and impactful digital experiences
Ethical, Legal, and Regulatory Issues: Navigating privacy, consent, and regulatory frameworks in digital marketing
Emerging Technologies and Future Trends: Exploration of blockchain, IoT, immersive technologies (VR/AR), and their marketing implications
Applied Project Work: Hands-on experience using industry tools (e.g., SEMrush, Google Ads, social media analytics platforms) to solve real-world marketing problems

Learning outcomes

By the end of the module, students should be able to:

• Demonstrate knowledge and understanding of the process of the development of digital strategy and planning in the context of digital disruption and transformation .
• Demonstrate knowledge and understanding of how digital platforms and tools can support marketing and further develop relationships with customers and the customer experience in the context of digital disruption and transformation .
• Appraise the impact of digital disruption on industries, customer behaviour, and business models, and evaluate the organisational responses required to navigate digital transformation
• Reflect critically upon the impact of a dynamic digital environment might have on marketing strategy and propose an evidence-based response
• Critically analyse the marketing environment to assess the role, value, and strategic implications of digital tools and technologies for organisations operating in dynamic markets.
• Critically assess and recommend mechanisms for measuring digital performance, including social engagement, sentiment analysis, search behaviour, and website analytics, within the context of key digital marketing methodologies.
• Reflect critically on the opportunities and challenges presented by emerging technologies and propose strategic approaches for their integration into marketing and organisational practices.

Indicative reading list

Chaffey, D., & Ellis-Chadwick, F. (2022). Digital marketing. Pearson uk.

Davenport, T., Guha, A., Grewal, D., & Bressgott, T. (2020). How artificial intelligence will change the future of marketing. Journal of the Academy of Marketing Science, 48, 24-42.

Schreiner, T. F., Mandler, T., van Heerde, H. J., & Haiduk, C. (2025). Dynamics of pre-release consumer buzz: Driving communication, search, and participation for market performance. Journal of the Academy of Marketing Science, 1-21.

Sheth, J., & Kellstadt, C. H. (2021). Next frontiers of research in data driven marketing: Will techniques keep up with data tsunami?. Journal of Business Research, 125, 780-784.

Wedel, M., Bigné, E., & Zhang, J. (2020). Virtual and augmented reality: Advancing research in consumer marketing. International Journal of Research in Marketing, 37(3), 443-465.

International

Content is drawn from a range of international contexts and cases

Subject specific skills

Analyse digital marketing strategies and tactics to identify opportunities and propose solutions to challenges, and apply techniques and procedures used to measure digital marketing activities
Synthesize insights from digital analytics, market research, and strategic frameworks to formulate evidence-based recommendations for enhancing digital marketing effectiveness and driving organisational change.
Apply advanced information literacy skills, including the ability to locate, critically evaluate, and synthesise relevant academic research, industry reports, and digital data sources to inform strategic marketing decisions
Demonstrate technological literacy by proficiently using digital marketing tools and platforms (e.g., SEO tools, analytics dashboards, advertising managers) to design, execute, and evaluate digital marketing strategies.

Transferable skills

Communicate effectively in both written and verbal formats, producing clear, persuasive, and professional reports, presentations, and strategic recommendations related to digital marketing and transformation initiatives.

Demonstrate strong collaborative and team-working skills through participation in group-based tasks and applied project work, including the ability to negotiate, coordinate roles, and manage group dynamics to achieve shared goals.