Assessment: coursework [100%]

The module evaluates the impact of digital marketing on marketing communications and marketing strategies and on current and evolving business models including strategy and planning and budgeting. It examines the theory and practice of data-driven marketing, including the collection, basic structure and management of data, data analysis, segmentation, profiling and targeting, the role of research and testing and the use of marketing databases, the digital consumer and increasing customer control.

*Course content subject to change