The Digital Marketing course offers students the opportunity to better understand some emerging and digital technologies disrupting and transforming businesses in the 21st century (digital touch points such as: internet, metaverse, mobile, video and social media, etc.). Students will appraise innovative ways of engaging with consumers and customers when implementing digital marketing strategies. This course provides students with theoretical foundations as well as with practical insights and experiences to develop, implement and manage digital marketing strategies, building skills and leveraging knowledge to deploy digital marketing theories, frameworks and techniques.

The course will be delivered on a blended mode that includes active learning workshops over 6 sessions.

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This is a 2-part assessment to achieve 100% of the Course grade

The course aims to scope out the dynamics and changes that enterprises are facing, introducing students to a broad variety of innovative digital marketing tools that enable marketers to optimise the opportunities derived from the latest online digital tools to achieve their optimal marketing metrics and objectives through the process of strategic management.

By the end of this course students will be able to:

1. Critically assess digital marketing theories and frameworks in relation to the opti-channel context

2. Formulate and implement strategic decision-making processes to achieve KPI's by appraising a variety of digital marketing data.

3. Develop critical arguments to evaluate and improve digital strategies' performance through the management of complex changing situations.

Students must submit at least 75% by weight of the components (including examinations) of the course's summative assessment.