BUSM099: Digital Marketing Lecture Slides (Online Marketplace, Customer Experience, Technologies, B2C/B2B)

This study pack contains lecture slides and revision materials from the BUSM099 Digital Marketing course. Lecture 2 covers Online Marketplace Analysis, teaching frameworks for analysing digital marketplaces and competitive landscapes. Lecture 4 addresses Digital Technologies and the Marketing Mix, explaining how digital tools reshape product, price, place and promotion. Lecture 5 focuses on The Online Customer Experience, covering customer journey mapping, usability and engagement metrics. Lecture 9 examines B2C and B2B Digital Marketing Practices. The week 1–6 revision document consolidates key concepts. These materials teach core digital marketing theory and practical analysis techniques for university-level study.