Credit value: 15
Restrictions: This module is only available to UCL MBA students. You must have first completed the Marketing Science and Strategy module.
This module will examine how organisations are managing the shift to digital and omnichannel marketing, working across multiple media channels and utilising new engagement methods to engage a global consumer base. You will explore how data and analytics are allowing organisations to target marketing messages to localities and even individual consumers.
The module will focus on digital marketing methods, techniques and strategies using the latest research and best-practice case studies. The module will equip you to understand how the media landscape, marketing engagement methods and tools are changing – and explore what may be the future of digital marketing/customer engagement.
By the end of this module, you should be able to:
Methods of assessment: