Description
This module enables students to gain an in-depth understanding of and critically evaluate contemporary issues in marketing, from a theoretical and practical perspective. Given the fast-changing nature of contemporary digital marketing practice and of the context in which it takes place, the module explores recent developments and emerging issues in the field to provide students with an up-to-date, evidence-based perspective on digital marketing and its broader societal implications.
Aims
The aim of this Module is to provide the student with: the ability to analyse and critically evaluate contemporary issues in digital marketing, and how they impact digital marketing practice and society more broadly.
Learning Outcomes
By the end of this module the student should be able to:
- Identify a contemporary marketing issue and discuss its relevance to marketing practice and theory
- Critically analyse and evaluate current knowledge on a contemporary marketing issue
- Based on your understanding of current knowledge, provide recommendations for areas of future research about a contemporary marketing issue.
Indicative Content
1 Trends and challenges
Explore the contemporary marketing and digital marketing environment and its key trends and challenges
2 Digital consumption
Understanding characteristics of contemporary digital consumers and consumption
3 Technology in marketing
The role of technology, big data and analytics in digital marketing
4 Social media
Social media, content, communities and engagement
5 Branding
Online branded experiences, brand purpose and brand relationships
6 Sustainability and Social Responsibility
Engaging in sustainable and responsible marketing practice
7 Ethics
Current ethical issues in marketing and digital marketing
| Teaching and Learning Method | Hours |
|---|---|
| Lecture | 0 |
| Tutorial/Seminar | 0 |
| Supervised Practical Activity | 0 |
| Unsupervised Practical Activity | 30 |
| Assessment | 40 |
| Independent | 80 |
Guidance Notes
SCQF Level - The Scottish Credit and Qualifications Framework provides an indication of the complexity of award qualifications and associated learning and operates on an ascending numeric scale from Levels 1-12 with SCQF Level 10 equating to a Scottish undergraduate Honours degree.
Credit Value – The total value of SCQF credits for the module. 20 credits are the equivalent of 10 ECTS credits. A full-time student should normally register for 60 SCQF credits per semester.
Disclaimer
We make every effort to ensure that the information on our website is accurate but it is possible that some changes may occur prior to the academic year of entry. The modules listed in this catalogue are offered subject to availability during academic year 2024/5, and may be subject to change for future years.