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Module Title
LM Digital and Innovative Marketing
School
Birmingham Business School
Department
Birmingham Business School
Module Code
07 37304
Module Lead
Fahad Ibrahim
Level
Masters Level
Credits
20
Semester
Semester 2
Pre-requisites
Co-requisites
Restrictions
None
Contact Hours
Lecture-20 hours
Practical Classes and workshops-8 hours
Supervised time in studio/workshop-12 hours
Guided independent study-160 hours Total: 200 hours
Exclusions
Description
This module will add to and build upon student knowledge of the basics of digital marketing in order to consider the broader implications of digital marketing on contemporary society. Taking a case study approach, students will be invited to build upon the theory and to apply analytical tools to understand how to design and evaluate digital marketing programmes within a range of organisations.
Topics to be covered include Artificial Intelligence and Marketing Decision Making, Smart Technologies and Marketing Analytics. Workshops and seminars will allow students to further develop their practical skills in evaluating various digital strategies available through the use of a range of contemporary digital marketing tools.
Learning Outcomes
By the end of the module students should be able to:
Demonstrate critical awareness of the role of digital marketing as a strategic management tool
Apply critical understanding of contemporary issues in digital marketing, contemporary research and theory to address organisational questions
Appraise alternative marketing frameworks and concepts to identify and resolve strategic issues in contemporary and complex scenarios.
Understand the role of data in creating knowledge to facilitate strategic marketing decisions.
