The aim of this course is to develop learners who possess a strategic digital marketing outlook. The course content and assessment will require learners to immerse themselves in, and critically evaluate digital marketing research, literature, and digital marketing practice at a strategic level. It will introduce the learner to the behavioural and technological trends that are shaping the digitally connected world and allow for critical assessment of the implications of these for future marketing and business strategies.
Marketing and Technology
Explore the link between marketing and mass communication technology. Understand how mass-communication technology enables marketing and defines strategic marketing capabilities and possibilities. Marketing in the Digital Era: Examine & assess the key factors that have contributed to the present day digital marketing landscape. Explore the key drivers that have led to the current environment from a technology, business and consumer perspective; digital connectivity, digital platforms, OTT services (Over-the-top), access development and growth, business model re-engineering, new sources of value (e.g. data and analytics), connected consumer (analytics), the quantified-self, consumer psychology of connection, sharing and privacy.
Marketing in the Digital Era
Examine & assess the key factors that have contributed to the present day digital marketing landscape. Explore the key drivers that have led to the current environment from a technology, business and consumer perspective; digital connectivity, digital platforms, OTT services (Over-the-top), access development and growth, business model re-engineering, new sources of value (e.g. data and analytics), connected consumer (analytics), the quantified-self, consumer psychology of connection, sharing and privacy.
Evolution of Marketing Strategy Examine how marketing strategy and associated tools are defined by technological capability. Explore how new capabilities have enabled new strategic models and marketing approaches. Critically examine the implications for existing business in terms of their business models and associated marketing strategies
Future Digital Marketing Landscape
Examine the arc of development to identify how current marketing technologies will evolve and critically evaluate the implications for business in the near future. Examine the critical emerging technologies which will combine with the existing marketing world, to shape a new future. Understand the capabilities and implications of these technologies for marketing; artificial intelligence, hyper-connectivity, blockchain, Internet of Things Machine-to-machine communication, smart-living.
Delivery
The course will be delivered over 5 Saturdays online from 9.15am to 1pm on the 17th of January, 7th of February, 14th of March, 28th of March and 18th of April 2026. The course will be delivered online.
All applicants will be considered on a case-by-case basis. Lifelong Learning reserves the right to require applicants to attend for an interview to determine their suitability for the programme.
Successful completion should enable the learner to:
Deliberate on, evaluate and critically assess the technological and consumer behavioural trends which will shape the future digital marketing environment.
Deliberate on, evaluate and critically assess the impact of these trends on business, governments and other organisations from a marketing communications perspective.
Use analytics, process and models to frame and critically evaluate strategic options facing businesses and organisations
Explore our Postgraduate Prospectus to view the full range of postgraduate study options, including course details, entry requirements, and progression routes. Download the prospectus to help you choose the programme that best suits your goals.
