UCL School of Management

Module Fact Sheet

MSIN0029: Digital Marketing


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This is a past version of this module for MSIN0029 18/19.
Click here for the current version.
Taught by
UG, level 7.
4th year MSci/MEng students from all departments, Leuven
Delivery method
3 hours
Individual assessment 40%, individual assignment 60%
Previous Module Code

Course overview

Digital marketing techniques have become a dominant force in marketing and marketing communications for the modern business. In 2015, UK digital adspend grew 16.4% to over £8.6bn with the average home now owning 8.3 internet devices. Mobile accounted for the vast majority (78%) of digital ad spend growth, increasing 60.3% year-on-year to £2.63bn – or 30.5% of all digital advertising (IAB, 2016).

This module will look at how organizations are approaching the shift to digital and omnichannel marketing, working across multiple media channels and utilizing new engagement methods.

This is a practical and applied module with hands-on and experiential exercises and activities each week. Students have the opportunity to learn about the current digital marketing methods, techniques and strategies underpinned by the latest research and best-practice case studies.   

The module will equip students with the skills and knowledge to understand how the media landscape, marketing engagement methods and tools are changing - and explore what may be the future of digital marketing!

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

Individual assessment 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, 27 September 2019