International Strategic Marketing MSc
Digital Marketing Environment MGT5037
- Academic Session: 2026-27
- School: Adam Smith Business School
- Credits: 10
- Level: Level 5 (SCQF level 11)
- Typically Offered: Semester 2
- Available to Visiting Students: No
- Collaborative Online International Learning: No
- Curriculum For Life: No
Short Description
This elective course advances postgraduate students' understanding of contemporary marketing strategy in digitally accelerated and omnichannel environments. It explores how data, platforms, automation, and AI are reshaping marketing decision-making, while critically examining the strategic, ethical, and societal implications for organisations, consumers, and wider society.
The course develops key analytical, strategic, and evaluative skills through experiential and simulation-based learning. Students engage with real-time data, strategic trade-offs, and competitive dynamics, building capability in evidence-based decision-making, critical judgement under uncertainty, and collaborative problem-solving in complex marketing contexts.
Timetable
6 x 2 hour lectures
2 x 2 hour tutorials
Excluded Courses
None
Co-requisites
None
Assessment
1. Report; Individual; 1700 words; 100%; ILOs 1-4.
Course Aims
This course aims to:
■ Develop students' strategic understanding of contemporary marketing in digitally accelerated and omnichannel environments, examining how data, platforms, automation, and AI shape marketing decision-making and performance.
■ Equip students with the analytical and evaluative capabilities required to design, justify, and critically assess marketing strategies, including consideration of ethical, social, and sustainability implications in technology-mediated contexts.
Intended Learning Outcomes of Course
By the end of this course, students will be able to:
1. Analyse core marketing strategy frameworks (including the 3Cs, STP, and the marketing mix) to explain how marketing strategy operates within digitally enabled and omnichannel environments.
2. Analyse and interpret customer, company, and competitor data to assess how platforms, data analytics, and AI-enabled systems influence consumer behaviour, value creation, and competitive dynamics.
3. Apply and synthesise established marketing strategy frameworks to design, justify, and iteratively refine segmentation, targeting, positioning, and integrated marketing mix decisions in data-rich and technology-mediated contexts, including simulated marketing environments.
4. Critically evaluate the role of digital technologies, automation, and AI in marketing decision-making, including their strategic effectiveness, limitations, and ethical, social, and sustainability implications.