Digital Marketing Challenge
| Code | School | Level | Credits | Semesters |
| BUSI4653 | Business | 4 | 60 | Summer UK |
- Code
- BUSI4653
- School
- Business
- Level
- 4
- Credits
- 60
- Semesters
- Summer UK
Summary
In this module students apply learning on taught modules to investigate and analyse a real-world marketing issue.
Target Students
MSc Digital Marketing students AND MSc Exchange students.
Classes
Supervision. Contact with supervisor equivalent to at least four meetings.
Assessment
- 100% Report: 12,000-15,000 words.
Assessed by end of summer vacation
Educational Aims
Drawing on knowledge from across all modules in the taught programme this final, 60-credit module provides students with the opportunity to investigate, analyse and apply learning to complex, real world marketing challenges. Students will work individually on a challenge introduced by a company/organisation to offer insight, and to propose options or recommendations for effective solutions to complex issues. The outcome will be guided by the nature of the challenge.Learning Outcomes
Knowledge and understanding:
- Markets - the development and operation of markets for resources, goods and services.
- Customers and stakeholders - customer expectations, service and orientation.
- Tools and techniques for transforming (big) data into useful information for business analysis and decision support.
Intellectual skills:
- Being able to think critically and be creative: manage the creative processes in self and others; organise thoughts, analyse, synthesise and critically appraise. This includes the capability to identify assumptions, evaluate statements in terms of evidence, detect false logic or reasoning, identify implicit values, define terms adequately and generalise appropriately.
- Being able to solve complex problems and make decisions: establish criteria, using appropriate decision-making techniques including identifying, formulating and solving business problems; and the ability to create, identify and evaluate options; the ability to implement and review decisions.
- Using information and knowledge effectively in order to abstract meaning from information and to share knowledge, including the use of quantitative skills.
Professional practical skills:
- The ability to conduct research and enquiry into business and management issues either individually or as part of a team through research design, the collection and analysis of qualitative data, synthesis, and reporting.
Transferable (key) skills:
- Effective communication: networking, listening, oral and written communication of complex ideas and arguments, using a range of media, including the preparation of business reports.
- High personal effectiveness: critical self-awareness, self-reflection, and self-management; time management; conflict resolution, displaying commercial acumen, the ability to continue to learn through reflection on practice and experience.
Conveners
Last updated 07/01/2025.