Marketing in the Digital Age and Corporate Social Responsibility

Summary of module for applicants:

This module is designed to introduce you to contemporary principles and practices in marketing, in a customer focused and market oriented organisation. Relationship marketing is the recent marketing approach that develops around the buying and consumption experience. As such the module aims to develop your in depth understanding of the strategic role of marketing in business, and its impact on the market and society in the digital age.

Main topics of study:

• Understanding marketing in the digital era, customer-brand-relationship orientation.
• Market segmentation, targeting and positioning, brand management and value creation.
• Creating market offerings for global markets, and the marketing programme/mix.
• Integrated marketing communications mix: online, offline, mobile and interactive communication.
• Digital marketing, social media and e-commerce.
• Corporate reputation and brand, and future marketing challenges: society, technology, and ethics.
• The role of corporations in our society; accountability and responsibility in the corporate environment.
• Corporate social responsibility; and the most relevant mandatory corporate social responsibility interventions.

Learning Outcomes for the module

The following codes identify where a learning outcome meets one of the UEL core competencies:

• Digital Proficiency - Code = (DP)
• Industry Connections - Code = (IC)
• Emotional Intelligence Development - Code = (EID)
• Social Intelligence Development - Code = (SID)
• Physical Intelligence Development - Code = (PID)
• Cultural Intelligence Development - Code = (CID)
• Community Connections - Code = (CC)
• UEL Give-Back - Code = (UGB)
• Cognitive Intelligence – Code = (COI)

At the end of this module, students will be able to:

Knowledge
1. Develop a critical understanding of major concepts, frameworks, and methods in marketing and corporate social responsibility, and assess their application in the business environment, including brand value. (IC) (SID) (EID)
2. Examine the role digital marketing and media play in contemporary marketing and business practice, and the social impact of these practices. (IC) (DP) (SID) (CID) (EID)
3. Identify key issues and problems related to the lack of responsibility in the approach to corporate business operations, and the risk that unethical corporate conducts poses for our society. (IC) (SID) (CID) (CC) (UGB)

Thinking skills
4. Critically evaluate marketing strategies, including digital marketing solutions - in different business contexts, and address their implications including ethical issues, and reflect on the significance of key historical events. (IC) (DP) (SID) (CID) (CC)

Subject-based practical skills
5. Make strategic marketing decisions based on facts and market research; and to commission marketing communication campaigns, including digital marketing solutions. (IC) (SID) (DP)
6. Critically assess currently implemented corporate social responsibility solutions and recognize the links between the adoption of certain solutions and the performance of business operations. (IC) (SID) (CID) (CC)

Skills for life and work (general skills)
7. Adopt a persuasive argumentation; and present it in verbal or written communication. (UGB) (EID)
8. Collect, analyse and synthesize data; and take a problem-solving approach to strategic thinking,\ and creativity. (UGB) (IC)