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Digital Marketing

Module code MKT 4852
Level 7
Credits 20
Start date January 2021             
Fees £1500
Module leader Alexis Chapman


Digital marketing is central to any organisation’s promotion strategy and this course is designed to strengthen your overall understanding of the new digital landscape.

Study this MBA module on a stand-alone CPD basis or use your credits towards at PG Cert (Business), and later to a PG Dip Business or MBA.

Course content

The aim of this module is to develop your systematic knowledge and skills for understanding the complexity of the digital environment. The module provides a critical context in which to analyse the current digital developments.

In particular, you'll gain knowledge in:

  • e-marketing models
  • e-marketing mix
  • Social media and analytics
  • Online customer experience
  • Aligning digital media with business strategy
  • Search engine marketing and search engine optimization
  • Digital marketing strategy development.

This module is designed for professionals or entrepreneurs looking to develop your understanding of the latest theory and trends in digital marketing to apply to your own organisations. You can also use your credits from this module for further study towards a PGCert Business and, in turn, PGDip Business or even an MBA.

This module is delivered entirely online. It is a 12-week module structured around two-weekly learning units where you can study at your own pace through a mixture of readings and activities which also involve online group discussions. All of the material and articles you will need are available to download and each student will also receive a free electronic text book.

Learning and teaching

You'll be supported by the module tutor and study at your own pace within the learning unit structure. The teaching and learning approach of this module emphasises both the theoretical and the practical.

The learning strategy will develop your capability to understand theoretical frameworks and apply these and associated tools and techniques of marketing to the industry, to develop a deeper understanding of its marketing. Concepts will be developed and then applied to a variety of industries in an online digital marketing environment.

Alongside online video lectures, you will read articles and case studies, watch industry expert video interviews, and participate in group discussions via the online learning environment.


You are assessed through a case analysis (40%) and an independent consulting digital strategy report (50%) which can be based on a company or organisation of your own choosing.

The strategy report will require you to apply all your knowledge and learning to produce a complete digital marketing strategy for the business concerned.

You'll also contribute to regular activities and discussions online where online participation accounts for 10% of the overall module grade.

How to apply

If you'd like to apply for the course, please reach out to our Director of Programmes, Anjali Bakhru, for more information at A.Bakhru@mdx.ac.uk.

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