Marketing Management (Digital)

The unit aims to provide a critical understanding of leadership theory and practice through developing your personal leadership skills. You will develop greater self-awareness through reflexivity and working with teams, combined with a theoretical understanding including emotional intelligence, resilience and well-being.You will explore and analyse the premise that in order to be successful, organisations need to gain a good understanding of their customers’ requirements and to seek to achieve organisational objectives through the satisfaction of their customers’ needs and wants. In this unit you will apply the operational, managerial and strategic uses of technology and strategic management information systems to a global omnichannel business environment, considering the end-to-end process of product development and marketing/selling business-to-business and business-to-consumer. The unit will examine the key issues and challenges in marketing communications and branding. It will cover strategic issues of integration and planning as well as the tactical considerations needed to execute relevant marketing communications campaigns that meet consumer’s needs.Sustainability and social marketing examines current trends in marketing theory and practice which are occurring as a result of change in the business environment, technology and organisations.You will be introduced to a range of digital marketing concepts underpinned by the digital marketing planning process including analysis, planning, implementation and control. Emphasis will also be placed on evaluating the effectiveness of various digital marketing tools.