Exploring the Role of Systems Thinking in Strategic Decision-Making Among Digital Marketers

This dissertation was submitted by Casey Burridge in partial fulfilment of the requirements for the degree of Master of Science in Information Systems Management at the University of Salford.ABSTRACTDigital marketers face challenges driven by increasing complexity in the business environment, rising market competitiveness, rapid technological development, digital platform changes, and evolving trends in customer engagement and brand loyalty. These conditions highlight the need for both conceptual and practical tools to help navigate such complexity. Systems thinking is a framework for understanding and influencing complex systems, emphasising holistic thinking over reductionist approaches. While research demonstrates the potential of systems thinking in addressing complexity in business and management, little empirical research exists on how digital marketers employ systems thinking principles in their decision-making and strategic planning.This dissertation defines systems thinking and explores its role in the strategic decision-making of senior digital marketing professionals, with a focus on whether, and in what ways, its core principles are reflected in real-world contexts. To answer these questions, the study employs a qualitative approach involving semi-structured interviews with ten senior digital marketing professionals. Results of the thematic analysis of interview transcripts indicate that digital marketers’ decision-making and strategic planning processes reflect systems thinking across four primary themes: (1) Integrating Additional Perspectives, (2) Continuous Learning and Adaptation, (3) Clarifying Strategic Direction, and (4) Thinking Holistically About Marketing.The study reveals that while systems thinking isn’t necessarily consciously used as a decision-making aid or employed as a practical methodology, facets of its core principles are implicit within the way digital marketers conceptualise the marketplace, frame problems, and make strategic decisions. This study thus offers novel insights into the theoretical connections between systems thinking and digital marketing, as well as its application in real-world professional settings.Additionally, this study further illuminates the strategic challenges that senior digital marketers face, particularly in campaign analysis, problem-solving, planning, and organisational alignment, highlighting key areas where systems thinking education or capability development may be beneficial. The dissertation concludes with recommendations for both digital marketing professionals and organisations on how to begin developing and applying systems thinking to enhance performance, along with suggestions for future research.