MG4F3      Half Unit
Digital Marketing

This information is for the 2023/24 session.

Teacher responsible

Dr Xiaolin Li


This course is available on the CEMS Exchange, Global MSc in Management, Global MSc in Management (CEMS MIM), Global MSc in Management (MBA Exchange), MBA Exchange, MSc in Management (1 Year Programme), MSc in Management of Information Systems and Digital Innovation, MSc in Marketing and MSc in Strategic Communications. This course is available with permission as an outside option to students on other programmes where regulations permit.


Students taking this course are expected to be able to demonstrate a strong foundation in quantitative analysis.

Course content

Marketing is evolving from an art to a science and decisions in new media are on the forefront of this transformation. This course is aimed at developing state-of-the-art knowledge in the area of online marketing (e.g., display ads and search ads, SEO, mobile marketing etc.) and social media (e.g., Twitter, Facebook, etc.). Furthermore, important topics of cross-cutting relevance to online marketing and social media will be addressed, including big data, data science, analytics, and integrative marketing. Many firms have extensive information about consumers' choices and how they react to marketing campaigns, but few firms have the expertise to intelligently act on such information. In this course, students will learn the scientific and strategic approach to marketing with hands-on implementation of online marketing and social media strategies (e.g., strategic design and launch of a website, implementation of SEO strategies, design and manage of a corporate social media account). Using simple yet powerful hands-on interactive models and exercises, the course will cover both theory and applications.


30 hours of lectures in the WT.

Formative coursework

Students have the opportunity to submit a formative coursework in the WT. The formative course work might be an in-depth case analysis of a new media company. Students might be requested to use theory and frameworks to make sense of a case. Students might also be requested reflect on analytics and conduct simple data analysis.

Indicative reading

  • Larsen and Draper (2015): Internet Marketing Essentials, Digital Textbook.
  • • Chaffey, D. and Ellis-Chadwick, F. (20192): Digital Marketing. Strategy, Implementation, and Practice. 7th Edition. Pearson Education.
  • Laudon, K. C. and Traver, C. G. (2015), E-Commerce 2015: Business. Technology. Society. Prentice Hall.

More readings in form of academic research papers and media outlets (e. g., The Economist) will be added for each week.


Assignment (60%) and group project (40%) in the WT.

Key facts

Department: Management

Total students 2022/23: 76

Average class size 2022/23: 77

Controlled access 2022/23: Yes

Value: Half Unit

Guidelines for interpreting course guide information

Course selection videos

Some departments have produced short videos to introduce their courses. Please refer to the course selection videos index page for further information.

Personal development skills

  • Leadership
  • Self-management
  • Team working
  • Problem solving
  • Application of information skills
  • Communication
  • Application of numeracy skills
  • Commercial awareness
  • Specialist skills