MARKETING STRATEGY IN THE DIGITAL ERA - 2026/7

Module Overview

In an era of rapid digital transformation and intense market competition, effective marketing strategies are critical for organisations to deliver superior customer value and achieve sustainable growth. This module equips students with advanced frameworks and AI-enabled tools to design and implement marketing strategies optimised for digital ecosystems. Highlighting the transformative power of artificial intelligence, the module explores how predictive analytics, automation, and data-driven insights revolutionise customer engagement, brand management, and market positioning. Students will develop expertise in crafting marketing strategies that leverage digital platforms, enhance customer journeys, and build lasting relationships across B2C, B2B, and non-profit contexts.Through rigorous theoretical foundations and hands-on applications, the module covers market intelligence, digital marketing instruments, relationship marketing, and performance evaluation, with AI as a cornerstone for innovation. Students will master tools such as AI-driven analytics, programmatic advertising, and customer relationship management systems, ensuring they are future-proofed for leadership in a technology-driven marketing landscape. By critically analysing digital trends and ethical considerations, such as data privacy, students will emerge as agile, strategic marketers capable of driving impactful outcomes. This module prepares graduates to navigate the complexities of the digital era with confidence, equipping them with the skills to shape the future of marketing through innovation and strategic foresight.

Module provider

Surrey Business School

Module Leader

JAYAWARDHENA Chanaka (SBS)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 7

Module cap (Maximum number of students): N/A

Module Availability

Semester 2

Prerequisites / Co-requisites

None

Module content

Indicative content includes:

• Strategic Marketing in the Digital Era
• AI-Driven Market Intelligence
• Designing Digital Marketing Strategies
• Digital Branding and Value Propositions
• AI-Enabled Pricing Strategies
• Integrated Digital Communication 
• Digital Sales Channels and Customer Experience
• Digital Relationship Marketing
• Marketing Metrics and AI Analytics

Assessment pattern

Alternative Assessment

Group work: A new equivalent assignment / small project will be provided.

Assessment Strategy

The assessment approach is structured to allow students to demonstrate their grasp of key concepts and theories while highlighting their ability to apply them in practice.Summative Assessment:The summative assessment for this module includes:

• A group project presentation, and
• An individual essay,

both of which give students substantial opportunity to showcase their learning from the module.Formative Assessment:Throughout the module, students will work on their group project, making steady progress and receiving formative feedback at key stages.Additionally, a dedicated supervised session will allow students to consolidate insights from the module into their group project with tutor guidance.The individual assessment consists of a reflective essay on a set topic, requiring students to draw on personal experiences, reflections, and academic reading. Alternatively, assessment may be conducted via individual coursework.Feedback:Feedback will be delivered in the following ways:

• Verbal and written feedback on the group project presentation.
• Written feedback on the individual assignment.

This feedback will be provided by the first marker and moderator, aligned with the marking rubric available on SurreyLearn.

Module aims

• provide students with a rigorous foundation and tools for analysing and understanding the core decisions that have to be made in Marketing
• enable students to integrate theoretical concepts and models with practical application to business situations
• ensure that students discuss and share their ideas and insights with professionals in business as a basis for good business practice
• enable students to understand the contribution marketing can make to business success

Learning outcomes

Methods of Teaching / Learning

This module is designed to equip students with cutting-edge digital marketing strategies, blending foundational theories with hands-on application. Students will explore key concepts, frameworks, and real-world case studies, with an emphasis on data-driven decision-making in digital environments.The module combines lectures, discussion groups, active learning, and self-directed study.

• Lectures introduce and explain theoretical concepts and models.
• Seminars/Discussion Groups deepen understanding by applying these concepts to real-world case studies and contemporary issues.
• Group Discussions foster practical insights into the topics covered.
• Active Learning involves hands-on exercises, video and case analyses, and collaborative work on assessments.
• Self-Directed Learning requires students to review essential readings before lectures and seminars.

Teaching Methods Include:

• Concept-based instruction followed by case study analysis
• Guest lectures and Q&A sessions with senior managers 
• Team-based workshop activities 
• Independent study

Indicated Lecture Hours (which may also include seminars, tutorials, workshops and other contact time) are approximate and may include in-class tests where one or more of these are an assessment on the module. In-class tests are scheduled/organised separately to taught content and will be published on to student personal timetables, where they apply to taken modules, as soon as they are finalised by central administration. This will usually be after the initial publication of the teaching timetable for the relevant semester.

Reading list

https://readinglists.surrey.ac.uk
Upon accessing the reading list, please search for the module using the module code: MANM612

Other information

Surrey Business School, Master of Business Administration programme is committed to developing graduates with strengths in Employability, Digital Capabilities, Global and Cultural Capabilities, Sustainability, and Resourcefulness and Resilience. This module is designed to allow students to develop knowledge, skills, and capabilities in the following areas:

Digital capabilities: The module builds digital capabilities through AI-driven marketing concepts. Lectures and seminars cover digital tools like analytics, while group work analyses digital cases. Assessments encourage applying digital strategies, equipping students for technology-centric marketing roles.

Global and cultural capabilities: The diverse, international composition of Surrey MBA cohorts enriches the module¿s classroom environment, promoting global and cultural capabilities. In-class discussions during lectures and seminars expose students to varied cultural perspectives on digital marketing strategies, encouraging open dialogue and mutual understanding. Group work, a core component of the module, involves randomly assigned teams for tasks such as developing marketing strategies, ensuring students collaborate across cultural backgrounds. To heighten cultural awareness, students complete a cultural awareness questionnaire at the module¿s outset, reflecting on their findings in group discussions. This approach strengthens their ability to work effectively in multicultural settings, a critical skill for global marketing roles

Resourcefulness and resilience: The module enhances resourcefulness and resilience through classroom challenges. Group case discussions and presentations require creative problem-solving and adaptability, building confidence to tackle real-world marketing demands.. 

Employability: The module boosts employability with digital marketing skills. Lectures and group work cover branding and engagement, while assessments hone strategic communication and reflection, preparing students for marketing-related roles..

Programmes this module appears in

Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change. This record contains information for the most up to date version of the programme / module for the 2026/7 academic year.