MKT2002S Marketing in a Digital Era

Academic Year 2021/2022

This module will provide students with an overview of the function of marketing in a digital era. With an emphasis in digital marketing, the areas covered in the module are: the role of marketing in society; the scope of marketing in the organisation; analytical methods used in marketing analysis; consumer and business to business markets; understanding and analysing competitors and utilising the marketing toolkit effectively.

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Curricular information is subject to change

Learning Outcomes:

On completion of the module, students will be able to:
1) Understand the marketing challenges facing organisations in a digital era
2) Explore customer value and how it can be created and sustained by companies
3) Critically assess the role of brands for consumer and business to business marketers.
4) Introduce digital marketing tools and techniques associated with the marketing mix. 

Student Effort Hours: 
Student Effort Type Hours


Specified Learning Activities


Autonomous Student Learning




Approaches to Teaching and Learning:
Students will attend classes for this module and have the opportunity to engage in active learning during these sessions. There will be in-class discussion and group work to analyse module concepts. Where appropriate, the module will incorporate case based learning 
Requirements, Exclusions and Recommendations

Not applicable to this module.

Module Requisites and Incompatibles
Managing Change (BMGT2001S)

Assessment Strategy  
Description Timing Open Book Exam Component Scale Must Pass Component % of Final Grade
Examination: Examination 2 hour End of Trimester Exam No Graded No


Assignment: Main Assignment Varies over the Trimester n/a Graded No


Carry forward of passed components
Resit In Terminal Exam
Spring Yes - 2 Hour
Please see Student Jargon Buster for more information about remediation types and timing. 
Feedback Strategy/Strategies

• Group/class feedback, post-assessment

How will my Feedback be Delivered?

General feedback is provided to students on all their submitted assessment components.

Name Role
Assoc Professor Marius Claudy Lecturer / Co-Lecturer
Mr Yansong Hu Lecturer / Co-Lecturer
Robert Kreuzbauer Lecturer / Co-Lecturer
Dr Penelope Muzanenhamo Lecturer / Co-Lecturer
Mr Mahabubur Rahman Lecturer / Co-Lecturer
Mr Conor Ryan Lecturer / Co-Lecturer
Markus Vanharanta Lecturer / Co-Lecturer
Dr Christina Burke Tutor
Betul Cal Tutor
Dr Betul Cal Tutor
Ms Susan Calderon Urbina Tutor
Ms Michele Connolly Tutor
Mrs Edna Eugenia Da Silva Tutor
Shirley Ho Tutor
Ms Sarah Kelly Tutor
Ajit Prasad Tutor
Mr Mahabubur Rahman Tutor
Rachel Sim Tutor
Chee Shong Tan Tutor
Charlene Tan Puay Koon Tutor
Siti Zarifah Tutor