Demonstrate a critical understanding of the key digital marketing concepts and theories and their application to an organization operating globally. Critically assess the role of digital marketing within the context of conducting business ethically in a global environment. Demonstrate a practical knowledge of the range of strategic and tactical tools available to assist international digital marketing decision-making. Critically appraise the latest trends, practices, and technologies in digital marketing. Develop an innovative digital marketing plan for an international business based on rigorous market research findings.