Consumers, Brands and Digital Marketing

Module code: MN1030

This first-year optional module will build upon the Principles of Marketing module in semester one to enhance your understanding of key contemporary concepts in marketing, including the digital economy, consumers and brand cultures.  We will consider how these three key areas transform contemporary marketing and business practices, but also impact on the way consumers behave and how organisations and societies function.

The importance of the digital economy and its impact on consumers, brands and marketing communications will also be addressed in this module, such as considering how social and digital marketing changes the relationship between brands and consumers.

By the end of the module, you will have a critical understanding of the ethical and social impacts that marketing can have and an understanding of how to manage and tackle key issues such as sustainability and globalisations, as well as other emerging trends equipping you for the contemporary world of marketing and business.