Last modified: 14 Oct 2025 13:46
The course provides both a strategic orientation and tactical orientation:
Strategic:
Tactical:
| Study Type | Postgraduate | Level | 5 |
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| Term | First Term | Credit Points | 15 credits (7.5 ECTS credits) |
| Campus | Offshore | Sustained Study | No |
| Co-ordinators |
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This course explores how businesses create value and build relationships and traction in the digital world, with a particular focus on the B2C sector. We begin by setting the scene with an overview of digital marketing and its role in modern strategy, before moving into practical frameworks for planning and execution.
Students will learn to map and analyse the digital customer journey, create personas, and evaluate customer experience (CX) and digital usability. We will then look at how businesses attract and engage audiences through traffic building and content marketing, before turning to social media marketing and competitor analysis. Ethical considerations and the use of analytics to measure and improve performance are woven throughout the course.
The course combines lectures with tutorials, group work, and assessments, designed to develop both critical understanding and practical skills. By the end, students will be able to design and justify a digital marketing strategy, evaluate customer interactions, and reflect on the opportunities and challenges posed by emerging technologies and ethical issues.
Information on contact teaching time is available from the course guide.
| Assessment Type | Summative | Weighting | 20 | |
|---|---|---|---|---|
| Assessment Weeks | Feedback Weeks | |||
| Feedback |
Online Quizzes |
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| Knowledge Level | Thinking Skill | Outcome |
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| Assessment Type | Summative | Weighting | 20 | |
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| Assessment Weeks | Feedback Weeks | |||
| Feedback |
Only one person from each group needs to present. Your individual contribution to the presentation is subject to review by your peers. |
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| Knowledge Level | Thinking Skill | Outcome |
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| Assessment Type | Summative | Weighting | 60 | |
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| Assessment Weeks | Feedback Weeks | |||
| Feedback |
On Thursday 02nd May 2019 at 4.00 pm you will receive a report briefing. The format is 3,000 words (+/- 10%) with a deadline for submission of Sunday 09th Jun 11.59 pm Doha Time June. |
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| Knowledge Level | Thinking Skill | Outcome |
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There are no assessments for this course.
| Assessment Type | Summative | Weighting | 100 | |
|---|---|---|---|---|
| Assessment Weeks | Feedback Weeks | |||
| Feedback | ||||
| Knowledge Level | Thinking Skill | Outcome |
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| Knowledge Level | Thinking Skill | Outcome |
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| Factual | Remember | ILO’s for this course are available in the course guide. |
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