To embrace the power of emerging technologies (such as AI and web3) and to engage in the digital future, businesses will need to transition from using machine learning tools to automated processes. As ethical consumer data aggregation has become integrated into daily marketing activities, marketing professionals are faced with data volumes that can no longer be managed solely through human labor. A thorough understanding of these concepts is essential for tomorrow's marketers to fully integrate into the competitive environment and actively participate in shaping organisational business strategy. This module extensively examines the implications of this digital transformation for marketing, particularly on cultivating a differentiated understanding of leadership, innovation, and change processes required by businesses to harness the power of technological transformations that will propel them into the digital future. Students will explore the impact of technologies that disrupt conventional business methods, investigating innovative approaches to infrastructure, processes, human resources, and sustainability to enhance the function and influence of marketing within an organisation.

The increasingly changing business environment has led to the decline of traditional marketing approaches. Simultaneously, among other factors, advancements in information technology and communications, changes in consumer buying behaviour patterns, and the shortening of product life cycles have completely transformed and reshaped the competitive landscape to the maximum extent. This module introduces students to both established and recent developments in the development and implementation of marketing strategies, aiming to address the challenges posed by the current and future business environment. Specifically, the unit examines issues related to measuring business performance from a strategic and marketing perspective, delving into strategic matters, goal setting, strategy mapping, and the development of processes and means for measuring performance improvement. These include strategic measurements, brand evaluation, customer relationship measurement and assessment (CRM), and measurement of customer satisfaction and loyalty. Finally, the impact of these measurements on operational function and change is examined.

The exponential growth of digital tools, technologies, and platforms, combined with their increased adoption by consumers, has enabled many organisations to excel and compete through innovation in the digital environment. This module aims to enhance students' knowledge of various types of digital marketing strategies and demonstrate how organizations can promote innovation to effectively leverage digital marketing as a strategic advantage on a global scale.

One of the main challenges for organisations is to create distinct, sustainable, and differentiated brands as well as space for their existence in an increasingly competitive market. This applies to private, public, for-profit, and non-profit organisations. The development of brands that accurately and effectively reflect corporate goals and values on one hand, and the benefits that customers seek on the other, is a way for organisations to increase their visibility, desirability, and competitive advantage. The successful alignment of organisational goals with customer satisfaction also serves as a platform for customer engagement through co-creation and brand development. Equally imperative is the retention of successful trademarks to balance product/service portfolios and secure investment capital for future growth. This module aims to develop a thorough understanding of the role of branding in positioning an organisation, both internally and externally. It also provides students with the opportunity to critically evaluate branding strategies and tactics related to the digital age, using existing research and frameworks as a basis to acquire the knowledge, skills, and abilities required for brand development across industries.

Aligned with offline marketing strategies, this course offers a range of modern strategic approaches and digital marketing communication techniques using appropriate, case-specific analysis tools and methods in the formation of a digital campaign. Specifically, it includes practices such as email marketing, SEO (Search Engine Optimization), PPC, PPI, mobile marketing, Google Analytics, data mining, AI, and programmatic marketing. Students will explore and critically evaluate concepts, techniques, and approaches in digital marketing, required for acquiring specific digital skills, achieving business goals, and attracting and retaining customers. Invited speakers from across the spectrum of digital marketing will share their professional experience and knowledge. Finally, the unit deals with sustainable development through content related to ethics and corporate social responsibility, particularly regarding social responsibility in digital data management, as well as addressing issues of privacy and data authenticity in campaign creation.

This unit explores the evolving landscape of marketing measurements and the measurement of the performance of business strategies. In the digital age, marketing has a clear focus on data, and this unit provides students with a strategic perspective on designing and developing measurements. Students will encounter a variety of different measurements that support the analysis of consumer behaviour, financial reporting, and business development in the market. Additionally, they will gain knowledge about how to collect, develop, and convert data into information relevant to a plethora of strategic decisions in a business.