Business School - Modules 2020-2021

This module presents you with emerging issues facing digital marketers from a broader societal and business context. You will study how these issues impact digital marketing strategy development and decision-making. You will examine the latest research perspectives on marketing and artificial intelligence, online branding, social and business challenges the digital marketeer will face, related ethical issues and digital marketing in a globalised world. You will examine significant issues in the digital marketing sector including privacy and data, socially responsible marketing, sustainability and the responsibilities of the digital marketer adopting a societal focus.

You do not need to have outstanding technical skills in this module. What you do need however is the openness to approach digital marketing from a non-technical viewpoint, develop a strong sense of ownership and responsibility to facilitate business focused and socially aware decision-making.

Completion of the module will allow you to become familiar with contexts of social embeddedness, the globalised world, individual and collective data rights, influence and manipulation. The module will assist you to become best prepared to make grounded decisions, that represent the interests of all stakeholders, including your own organisations, the consumer and society at large.

BUS020N514A
Duration:
week 1A to week 4 Autumn Term
Week 6 to week 11 Autumn Term