Theory, principles and practice of digital marketing. Its impact on marketing communications and marketing strategies and on current and evolving business models. Digital marketing strategy and tactical campaign evaluation, ideation, planning and execution, including budgeting. Theory and practice of data-driven marketing, including the collection, structure and management of data for digital marketing. Data analysis, segmentation, profiling and targeting, the role of research and testing and the use of marketing databases in digital marketing. The digital consumer, mass personalisation and hyper-personalisation and increasing customer control. Customer acquisition and retention, including Customer Relationship Management (CRM) technologies. Managing and evaluating campaigns. Creative practices and strategies. Data quality, data protection and Artificial Intelligence functions and issues. International issues in digital marketing.