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Learning Outcomes

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

• the role of technology in providing insight into customer relationships, behaviour and decision-making;
• the cumulative contribution of Digital Age marketing gurus to current practice;
• ethical questions raised by these technologies, the concepts of social responsibility and sustainability;
• the challenges and opportunities for traditional Marketing in Digital Age organisations and markets;
• the importance of digital technologies in establishing, evaluating and improving customer satisfaction;
• the criticality of the value proposition and the role of marketing in its communication and delivery.

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

• evaluate and apply Digital Age marketing principles and techniques.
• evaluate conventional, digital and alternative marketing strategies;
• understand courses of action based on a ‘rational’ and ‘irrational’ consumer behaviour profiles;
• formulate campaigns and strategies based on Digital Age perspectives;

Transferable and Generic Skills

Having successfully completed this module you will be able to:

• demonstrate effective oral and or written communications.
• critically analyse and evaluate marketing concepts;

Summative

This is how we’ll formally assess what you have learned in this module.

Referral

This is how we’ll assess you if you don’t meet the criteria to pass this module.

Repeat

An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.