MKT4831 Marketing Management in the Digital Age Module Handbook 2026 | MDX Dubai

 

 

This module is designed to equip you with a comprehensive understanding of marketing management within the evolving digital landscape. It emphasises the creation and implementation of sustainable marketing strategies that enable businesses, both in B2B and B2C contexts, to achieve a competitive edge. Through a strategic and managerial lens, the course delves into the importance of customer-centric approaches in navigating the complexities of rapidly changing digital environments and fostering organisational growth.

 

 

On completion of this module, the successful student will be able to:

 

1. Analyse and critically appraise the evolving role of marketing in the digital era, utilising diverse analytical tools to extract market insights and assess the strategic value of organisational resources and competencies.

 

2. Evaluate strategic and tactical alternatives for creating market value through a comprehensive analysis of market trends, external factors, competitive intelligence, and internal organisational dynamics.

 

 

This module will call for the successful student to demonstrate the ability to:

 

3. Integrate and apply strategic marketing frameworks, concepts, and theories to develop problem-solving solutions, ensuring logical consistency and the support of conclusions with relevant data.

 

4. Plan and manage the necessary resources for implementing chosen strategies, focusing on the development and maintenance of core organisational capabilities and expertise.

 

• Holistic Marketing Management and Customer Orientation
• The Role of the Marketing Manager
• Marketing Research Techniques
• Analysing Consumer Markets and Behaviour
• Digital Marketing
• Global Brand Management Strategies
• Strategic Marketing Communications
• Utilising Marketing Metrics for Decision Making

 

This module carries 20 credit points, which means students are expected to engage with 200 hours of notional student learning time comprised broadly of teaching time, independent study, assessment and feedback. The module will have 48 contact hours delivered via interactive lectures and workshops, using a student-centred, active learning-based pedagogy. The remaining 152 hours will be for personal study time, where students will have weekly reading and tasks to prepare for formative exercises - an integral component of the module design. Students will be expected to engage in independent self-study activities to support their learning and to achieve success in module summative assessments.

 

All classes will be taught in person, face-to-face and on campus.

 

Today it is critical that MBA students develop a deep understanding of "real-world" practice. This is part of their socialisation to the marketplace and provides them with a sense of what will be expected after earning their degrees. The course is designed to probe deeply into both marketing management fundamentals and current practice. To achieve this, there will be a blend of readings, cases, and in-class and virtual exercises that will provide insight into specific marketing management issues.

 

Our class sessions are built around a framework that gives students an actionable tool to address current issues in marketing management. As the course progresses, students will need to analyse changes in the market environment, to anticipate actions of competitors, and to evaluate various areas of marketing activities that focus on the challenge of successfully developing customer demand for new market opportunities and sustaining growth in today's dynamic marketing environments.

 

Additionally, the module will be supported by a comprehensive virtual learning environment. This will host a range of additional resources for independent study, enabling students to engage with the academic rigour of the marketing discipline and to understand the application of theory to practice. MyMDX and other digital learning tools will be incorporated as tools to enhance 'e-learning' but will not be a substitute for in-person attendance.

The teaching, learning, assessment and research activities undertaken in this module have been considered and are not likely to require ethical approval.

 

However, please seek advice if undertaking the module entails carrying out any research activities involving human participants, human data, animals/animal products, precious artefacts, materials or data systems or social media. If you submit work that includes data gathered from or about people, this may be treated as academic misconduct and could lead to fail grade being awarded.

 

Research ethics approval seeks to ensure all research is designed and undertaken according to certain principles of ethical research. These include:

• Primary concern must be given to the safety, welfare and dignity of participants, researchers, colleagues, the environment and the wider community
• Consideration of risks should be undertaken before research commences with the aim of minimising risks to those involved – i.e. human participants or animal subjects, colleagues, the environment and the wider community, as well as actual or potential risks to those directly or indirectly affected by the research.
• Informed consent should be freely given by participants, and only by a trained person when collecting or analysing human tissue.
• Respect for the privacy, confidentiality and anonymity of participants
• Consideration of the rights of people who may be vulnerable (by virtue of perceived or actual differences in their age, social status, ethnic origin, gender, mental capacities, or other such characteristics) who may be less competent or able to refuse to give consent to participate
• For participants below the age of 18, parental consent must be obtained before the study.
• Researchers have a responsibility to the general public and to their profession; as such, they should balance the anticipated benefits of their research against potential harm, misuse or abuse, which must be avoided
• Researchers must demonstrate the highest standards of ethical conduct and research integrity. They must work within the limits of their skills, training and experience, and refrain from exploitation, dishonesty, plagiarism, infringement of intellectual property rights and the fabrication of research results. They should declare any actual or potential conflicts of interest, and where necessary, take steps to resolve them.
• When using human tissues for research, the UK’s Human Tissue Act and Human Tissue Authority (HTA) requirements must be met. Please contact the relevant designated person (DP) in your department or the HTA Designated Individual (DI).
• Research should not involve any illegal activity, and researchers must comply with all relevant laws

You can apply for research ethical approval using the Middlesex University Dubai Ethics Form. The relevant forms, templates and guidance on the approval process can be obtained from the module folder on MyMDX.

 

Your module leader can provide further guidance. Additionally, documents can be found through the following link: https://bit.ly/35Zp7MZ.

The module will be supported by Middlesex University's online learning environment (MyMDX) as well as book and journal resources in the library and on the web.

 

The following represent indicative reading for this module:

 

• Kotler, P., Keller, K., Chernev, A. (2022). Marketing Management, Global Edition. 16th edition.

Harlow: Pearson.

 

[e-Book available: https://mdx.primo.exlibrisgroup.com/permalink/44MUN_INST/8vndsc/alma661003425616504781]

 

• Tuten, T. (2024). Principles of Marketing for a Digital Age. 2nd edition. London: SAGE Publications.
• Kotler, P., Kartajaya, H. and Setiawan, I., (2023) Marketing 6.0: The Future is Immersive. Hoboken, NJ: Wiley.

[e-Book available: https://ebookcentral.proquest.com/lib/mdx/detail.action?docID=30666452]

 

• Asia Pacific Journal of Marketing and Logistics
• European Journal of Marketing
• International Journal of Advertising
• International Journal of Consumer Studies
• Journal of Advertising
• Journal of Advertising Research
• Journal of Brand Management
• Journal of Business and Industrial Marketing
• Journal of Consumer Behaviour
• Journal of Consumer Marketing
• Journal of Consumer Psychology
• Journal of Consumer Research
• Journal of Interactive Marketing
• Journal of Marketing
• Journal of Marketing Communications
• Journal of Product and Brand Management
• Journal of Retailing
• Journal of Service Research
• Journal of the Academy of Marketing Science
• Marketing Management
• Marketing Science
• Psychology G Marketing

For a detailed Library Guide on Middlesex electronic resources, visit: http://libguides.mdx.ac.uk/Marketing_Dubai.

The assessment scheme for this course is designed to evaluate your understanding of the course material and your ability to apply it to real-world scenarios. The assessment strategy combines formative and summative assessments to provide you with opportunities for feedback and growth throughout the course. This approach will help you develop your critical thinking, problem-solving, and communication skills, which are essential for success in the field of marketing management.

 

 

Formative assessments help show you and us that you are learning and understanding the material covered in this course and allow us to monitor your progress towards achieving the learning outcomes for the module. Although formative assessments do not directly contribute to the overall module mark, they do provide an important opportunity to receive feedback on your learning.

 

Formative assessment consists of faculty member and peer feedback on in-class activities, quizzes with immediate feedback, and online discussions.

 

 

Summative assessment is used to check the level of learning on the course. It is summative because it is based on accumulated learning during the course. The point is to ensure that students have met the learning outcomes for the course and are at the appropriate level. It is the summative assessment that determines the grade that you are awarded for the module.

 

Assessment Overview

 

The table below specifies the associated deadlines:

To pass this module, you need to pass all assessment tasks with a minimum MU grade of 16 or equivalent.

 

Before you submit your work for final grading, please ensure that you have accurately referenced the work. It is your responsibility to check spelling and grammar, as all written assessments will assess technical proficiency in English.

 

This means accurate and effective spelling, punctuation and grammar. Details of how it will be assessed will be provided in the marking criteria for each assessment and the University overall approach can be found within the Grade Criteria Guide in the University Regulations https://www.mdx.ac.uk/about-us/policies (scroll to university regulations)

Reasonable adjustments will be made for those students who have a declared disability/specific learning condition which would affect performance in this area.

 

If you have submitted a formative or draft assessment, you will receive feedback but no grade. The comments should inform you about how well you have done or tell you about the areas for improvement. All assignments should be submitted online unless specified in the assessment briefs.

 

Reassessment for this module normally takes place in the following way: If students fail the module (fail grades are 17, 18, 16, 20 with an overall mark between 0% and 36%) they are eligible for a re-sit. Students will be re-examined in the assessed component(s), which they have failed (please note that this can be a different assessment task). Information on what element to re-sit will be made available on the module’s MyMDX site approximately two weeks after the module results have been published on MyMDX. Reassessment will take place in June/July/August.

 

Normally you would be entitled to only one reassessment opportunity if you don’t pass at first attempt.

 

Middlesex University is committed to being fair in its approach to assessing student learning following the UK Ǫuality Code for Higher Education (Ǫuality Code) (2024)) and the UK Ǫuality Code - Advice and Guidance: Assessment (2018) and External Expertise (2018). The Assessment Fairness guidance, policies and procedures put in place by Middlesex University is our commitment to ensure fairness in assessment. Further information is available at https://mymdx.mdx.ac.uk/study/assessment/assessment-regulations-guide

 

If you have any queries or would like to know more on how this approach has been applied to modules you are studying, please contact your Campus Programme Leader.

 

Individual Marketing Consultancy Report

Assessment Marking Criteria Rubric

Part B Marking Criteria (Rubric)