Engaging Digital Customers: Advanced Marketing

Key information

Teaching department:  UCL School of Management
Credit value: 
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.

Intended learning outcomes

By the end of this module, you should be able to:

  • discuss the shift to omnichannel marketing and new digital customer engagement methods
  • understand the range of digital marketing tools and techniques currently used to drive marketing impact
  • discuss key stages in online campaign development using relevant marketing models
  • apply relevant tools and concepts to develop, measure and monitor digital marketing activities
  • discuss and debate module topics with leaders from other cultures and industries.

Module deliveries for 2022/23 academic year

Teaching and assessment

Methods of assessment:

  • Class interaction (10%)
  • Classwork: Group voiceover presentation (40%)
  • Classwork: Individual assessment (50%)
Mark scheme:  Letter grades

Other information

Module leader:  Rikke Duus

Who to contact for more information: