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BA (Hons) Business and Management

Module code: UGB372

Module name: Marketing in a Digital World

Number of credits: 20

Overview

Examine some of the challenges faced by marketers in the digital era. Develop a critical understanding of transformations in marketing practices that are occurring in response to changes in the technological and social environments. Drawing on extant theory and case studies to illuminate current practices, you will develop a critical understanding of the need for organisations to adopt an integrative approach to marketing strategy.