UCL School of Management

Module Fact Sheet

MSIN0029: Digital Conversations and Marketing

Taught by
Mike Cooray
UG, level 7.
4th year MSci/MEng students from all departments, Leuven
Delivery method
3 hours
Group work 40%, individual assignment 60%
Previous Module Code

Course overview

Organisations strive to align their competencies and resources to build relationships with their customers, suppliers and wider ecosystem partners. These relationships deliver intrinsic benefits to reach multiple audiences, extend engagement and boost profitability. However, the evolution of digital technologies, changing customer and consumer trends and proliferation of product, service and brand choice means that organisations must create meaningful digital relationships to engage with their customers and contributors.

In a fast-paced and digitised environment, reaching and developing meaningful customer relationships require significant investment, effective marketing initiatives that deliver unparalleled value and proactive strategy aligned to organisational competencies that meet ‘on-demand’ customer needs.   

The exponential growth of mobile, interactive and digital channels offer organisations new perspectives to create ‘fluid’ experiences and opportunities for engagement. At the same time, digital customers are empowered, evermore connected and actively involved in the co-creation of products, services and experiences.

Learning outcomes

By the end of the course students will be able to:

  • Discuss the shift to omnichannel marketing and new engagement methods

  • Understand the range of digital marketing tools and techniques currently available

  • Discuss key stages in online campaign development using relevant marketing models

  • Analyse the way in which the Internet has changed the marketing mix elements and how organisations employ them creatively in the digital environment

  • Apply relevant tools and concepts to develop, measure and monitor digital marketing activities

Topics covered

Topics that will be covered include:

  • Current trends, challenges and opportunities
  • Usability, UX and customer journey planning
  • Current approaches to advertising, brand development and customer equity acquisition
  • Different digital and omnichannel marketing tools and techniques
  • Campaign development and media selection
  • Evaluation of effectiveness through web analytics and metrics

Assessment summary

Group work 40%, individual assignment 60%

Current students should refer to Moodle for specific details of the current year’s assessment.

Past versions of this module

MSIN0029 18/19

MSINM006 17/18

Last updated Friday, 12 July 2019