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Marketing principles in a digital world

Unit Code: MKO5916

Duration: 6 weeks

Contact Hours: 20-24 hours of study per week

Credit Points: 6


Marketing principles in a digital world examines the concepts and theories of marketing and applies them within a digital context. The unit will explore developing a marketing orientation through value, whilst understanding consumer behaviour in a digital world. The role of marketing in the creation of value for stakeholders, together with using contemporary tools to understand consumers and their needs will be a key focus. Product development in a digital world, creating value through pricing and capturing value through distribution will also be analysed. Strategic marketing tools to design and implement effective competitive strategies will be appraised and selected to create value through marketing ethics, sustainability and corporate social responsibility.