This module is designed to provide MBA students with a comprehensive understanding of contemporary marketing practices within the digital landscape, guided by the principles of diversity, inclusion, sustainability, and social responsibility.

The aims of this module are:

1. To develop inclusive marketing competence:

To equip students with the knowledge and skills necessary to create marketing strategies that embrace diversity and inclusion, reaching and engaging diverse customer bases effectively.

2. To foster sustainable and ethical marketing practices:

To instil an appreciation for sustainability and ethical principles in marketing, ensuring students understand the impact of responsible marketing on business and society.

3. To navigate the digital marketing landscape:

To prepare students to navigate the dynamic world of digital marketing by providing them with a deep understanding of digital marketing strategies, tools, and best practices.

4. To encourage responsible and ethical marketing leadership:

To promote responsible and ethical marketing leadership by developing students' ability to make ethical decisions and champion responsible marketing practices in their careers.

5. To address contemporary marketing challenges:

To help students recognise and address emerging contemporary marketing challenges, including societal and environmental concerns, in the digital age.

6. To create marketing professionals for a changing world:

To graduate marketing professionals who not only excel in their careers but also contribute to a diverse, inclusive, sustainable, and socially responsible world, aligning with the values and expectations of today's society.

7. To support the ULMS mission and stakeholders:

To align with the broader mission of the School by preparing students to meet the needs of employers, support professional body agendas, and ser ve society by nurturing responsible and future-focused marketing leaders.

The module aims are directly related to the module learning outcomes, ensuring that students are equipped with the knowledge and skills needed to thrive in the digital age while upholding principles of diversity, inclusion, sustainability, and social responsibility.

(LO1) Students will be able to formulate inclusive digital marketing strategies:

By the end of the module, students will have the knowledge and skills to create digital marketing strategies that embrace diversity and inclusion, ensuring that marketing campaigns effectively reach and engage diverse customer bases.

(LO2) Students will be able to evaluate and apply responsible management principles in digital marketing:

Students will understand and be able to assess the environmental and societal impact of marketing campaigns, incorporating sustainability and responsible marketing practices into their digital strategies.

(LO3) Students will be able to develop data-driven digital marketing campaigns:

Students will acquire the skills to leverage digital marketing tools, analyse data, and make data-driven decisions in creating effective marketing campaigns in the digital age.

(LO4) Students will be able to lead responsible and ethical marketing in the digital landscape:

By the end of the module, students will be able to demonstrate leadership qualities by making ethical decisions and championing responsible marketing practices in the digital marketing context, reflecting principles of diversity, inclusion, sustainability, and social responsibility.

(S1) Adaptability
MBA students effectively adjust and respond to changing circumstances in the dynamic world of digital marketing. They will be well-versed in adapting their marketing strategies to evolving consumer behaviours, emerging technologies, and shifting market trends.

(S2) Commercial Awareness
MBA students will develop a keen understanding of the business and commercial aspects of marketing. They will learn to align their marketing strategies with the broader commercial goals of the organisation, such as revenue growth, profitability, and market share. This skill ensures that their marketing efforts are not only creative but also contribute to the financial success of the business.

(S3) International Awareness
MBA students will become internationally aware, understanding the cultural, legal, and economic differences that affect digital marketing on a global scale. They will be capable of adapting marketing campaigns to resonate with international audiences and navigating cross-border challenges.

(S4) Ethical Awareness
MBA students will develop a strong sense of ethical responsibility in their marketing practices. This skill ensures that they consider the impact of their marketing campaigns on society, the environment, and individual consumers. They will make ethical choices in their marketing strategies, respecting principles of diversity, inclusion, sustainability, and social responsibility.

(S5) Information and Communication Technology Skills
Students will have opportunities to improve their ICT skills. Students will demonstrate skills in the use of software applications including word processing, visual presentations, databases, spreadsheets and using the internet for information searches in the course of researching and presenting coursework. Students will go beyond and use available software to complete a creative assessment.

(S6) Group Working and Networking Skills
In class assignments for students will require them to work in groups and manage the interaction and relationships with other group members. In doing so, they will gain experience in negotiation, persuasion, influencing and managing conflict. Furthermore, students will be required to engage with fellow students and external business contacts in establishing a networked resource for the exchange of ideas and the development of future business relationships.

(S7) Personal Effectiveness
This applies to all modules where students will be encouraged to think critically about theory and practice and to challenge and critique assumptions about management, economic and financial theory.

(S8) Lifelong learning skills
Developed through seminar activities and module assessment, a marketing campaign will be designed incorporating and responding to novel and ongoing issues within society.

Lectures x 10 hours
Lectures will be used to introduce, explore and critique current theory, concepts and practice in marketing, focusing on critical approaches to responsible marketing. A range of journals, texts, online videos, media articles, and opinion pieces will be made available prior to the lecture for further reading/study to extend application of theory to a range of scenarios across different sectors and geographies. The lecture will also set the expectations from the seminar by sharing the necessary information.

Seminars x 15 hours
Seminars will provide the necessary environment for students to work individually or in groups on activities (e.g. case studies, scenario analysis) that enable the application of theory and concepts introduced in the lecture.

Peer-to-peer learning x 3 hours
Peer-to-peer learning is a collaborative educational approach where individuals within a group learn from and teach each other, fostering a dynamic exchange of know ledge, ideas, and experiences. In this model, participants engage in active discussions, share insights, and offer feedback, thereby enhancing their understanding of the subject matter. Peer-to-peer learning promotes critical thinking, problem-solving skills, and interpersonal communication abilities, while also fostering a sense of community and mutual support among learners. This approach is particularly beneficial in MBA programs as it encourages students to draw upon diverse perspectives and expertise, preparing them for real-world business challenges where teamwork and collaboration are essential.

Self-directed learning x 72 hours
Students will be expected to read/review a variety of resources, including the relevant chapters/sections of the core and recommended textbooks, journal articles, practitioner reports, and white papers. These resources will be accessible via the Library and/or available online in the open access category. Students will also be expected to ident ify their own resources by undertaking an online search (both academic and non-academic sources) as part of the module assessment. Students are advised to follow the lecture notes for the module. Suggested outline answers and solutions will be provided for the activities in the seminars. Seminar activities should be concluded as explained in the session before the launch of the next topic.

Week 1: Understanding the Digital Landscape

Key Topics:
Introduction to the digital marketing landscape;
The role of digital marketing in modern business;
Navigating the digital consumer journey.

Content Development:

This week will cover the fundamental concepts that make up the digital marketing landscape, highlighting the differences and overlaps with traditional marketing, establishing a strong knowledge base and preparing students for further learning.

Week 2: Inclusive Marketing in the Digital Age

Key Topics:

Inclusive marketing strategies;
Addressing diversity in marketing campaigns;
The power of representation in digital marketing.

Content Development:

Expanding on the role of digital marketing in modern business in week 1, this week delves into the specifics of inclusive digital marketing.

Week 3: Sustainability and Responsible Marketing

Key Topics:

Sustainability in marketing;
Responsi ble marketing in digital campaigns;
Ethical marketing practices in the digital space.

Content Development:

This week extends the discussion on sustainability and responsibility from previous weeks to explore how these principles apply to digital marketing.

Week 4: Digital Marketing Strategies and Tools

Key Topics:

Digital marketing strategies and trends;
Utilising social media, SEO, content marketing, and paid advertising;
Data-driven decision-making in digital marketing.

Content Development:

Building on earlier sessions, this week deepens students' understanding of digital marketing strategies and tools.

Week 5: Responsible Marketing and Future Trends

Key Topics:

Responsible marketing leadership in the digital age;
Preparing for emerging trends in digital marketing;
The future of marketing in a diverse, sustainable, and socially responsible world.

Content Development:

This week reinforces the importance of responsible leadership in marketing, bringing marketing to a strategic level and how it fits into the wider organisational level, preparing students for the ever-evolving digital marketing landscape.

Content Access and Usage:

The module reading list will provide access to essential texts and resources, and library resources will be accessible to support further research.

Students are expected to read the core texts within the reading list, and they are encouraged to explore additional resources to deepen their understanding.

In preparation for seminars, students will be expected to complete independent reading and engage in critical discussions about the module topics.