This module seeks to introduce students to the core concepts in digital marketing management and establish the dynamics between the traditional and the digital within marketing theory and practice. Further, the course discusses the impact of digital marketing and platforms on social contexts and examines how the roles, activities and outcomes of the consumers, corporations and society are shifting (for instance, the rise of the prosumer; the sharing / access economy; participatory culture; citizenship and democracy; influencers; and the nature of work).