The MSc Digital Marketing programme will be offered in full-time (lasting 1 year) and part-time (2 years) study modes. The programme will consist of four compulsory modules that students will complete over an academic year. Yearlong modules will provide students with more time to assimilate the subject matter in each module. A range of 15 credit modules will be available as Optional modules. These will typically last for one term. In addition to these modules, candidates will complete a 60 credit contextual research methods and dissertation module that will result in the submission a research report on an approved topic.
A variety of learning, teaching and assessment strategies are employed in order to enhance the student experience and ensure that as wide a range as possible of appropriate skills and learning outcomes are met.
The module aims to provide students with a sound knowledge and understanding of the Digital Marketing arena, focusing on
Marketing Strategy, Leadership and Planning (30 Credits) - Compulsory
Firms operate in an increasingly challenging business environment, with greater uncertainty, intense competition, more informed customers and rapidly changing market trends. In this environment, a well-planned marketing strategy can be a crucial determinant of success. The aim of this module is to provide a systematic process and an analytical tool-kit that can deliver this success to a range of industries and organisations. Students will learn how to minimise the uncertainties surrounding marketing decisions through an analysis of market trends, competitive intelligence and informed judgement. They will assess an organisation’s capability to design and deliver marketing strategies to meet expansion targets. They will develop and monitor strategies that can make a difference between high and low performance in the market, including competitive positioning, growth and digitally orientated strategies. They will finally learn how to improve and maximise their leadership style to aid decision thinking, inspire people and achieve business goals.
E-Marketing and Social Media Management (30 Credits) - Compulsory
With the continuous growth of digital technologies, we are now living in a fast-moving digital age. This complex scenario leads marketers to face new challenges and opportunities. The aim of this module is to develop students' knowledge and skills for deeply understanding the emerging digital landscape and developing the roadmap to successfully compete in it. The module provides a critical overview of digital theories, tools, technologies and digital platforms that can be adopted by organisations to improve their approach in reaching, acquiring and retaining customers. Though this module, students will be able to understand the key aspects of digital, mobile and social media theories and frameworks to incorporate digital strategies, tactics and tools.
Digital and Social Media Analytics (15 Credits) - Compulsory
Digital marketing and social media interaction generate a large volume of data (visits, shares, hits, likes, ratings, friend relationships, comments, posts, links, web log files etc.) that are increasingly important for all types of organisations. The analysis of such data provides insights that are useful in marketing, social analysis, outreach, product development, web site optimization, web design and ROI analysis. The module equips students with knowledge, tools and methods to maximize the business value of social media data. It covers the process of identifying the right unstructured data, analysing it and acting on the gained knowledge. This module further provides students with the opportunity to become familiar with contemporary research techniques for data analytics such as web traffic analysis tools, social network analysis, social media harvesting and search engine optimisation
Digital advertising (15 Credits) - Compulsory
Given that digital media is the fastest growing marketing channel, the aim of this module is to equip students with the skills and knowledge required for a potential career in digital advertising and related fields. The module will provide students with an understanding of the role of digital advertising in the marketing of products and services. Specifically, students will gain detailed knowledge on how to create successful digital advertising campaigns using a range of digital advertising tools and learn several metrics that are undertaken to evaluate the effectiveness of digital advertising.
Consumer Psychology (15 Credits) - Optional
Consumer psychology is interested in understanding how and why individuals and groups engage in consumption activities. Understanding consumers is essential for business and marketing professionals. Identifying consumers’ personality attributes, motives and lifestyles, their attitudes and behaviours as well as other external influences like culture and reference groups, helps organisations to segment markets and create marketing strategies relevant to the needs of the target markets. The aim of the module is to explain the psychological foundations that direct consumers to choose products, services, experiences or ideas in order to satisfy their needs and wants. Students will be equipped with advanced knowledge of consumer psychology and learn how to influence consumer behaviour in order to market products successfully.
Entrepreneurship in the Digital sector (15 Credits) – Optional
This module is underpinned by the ethos that ‘Entrepreneurship’ is now a career choice for many students in these challenging, dynamic and uncertain times. The recent developments in digital technologies has facilitated a new breed of Entrepreneur for the 21st century- the ‘ E-entrepreneur’ This module is designed to foster entrepreneurial talent and to encourage entrepreneurial skills underpinned by online digital technologies as a platform for students to shape their future careers ,income streams and destinies.
Multichannel Marketing Management (15 Credits) - Optional
The impact of technology has been immense on how products, services, experiences and ideas are being distributed to consumers. The internet, the mobile and the social media represent new platforms that businesses can use as potential channels to distribute their products and services. In this context, determining the appropriate channel combination is crucial for organisational success. The module aims to equip students with an in depth understanding and knowledge of a range of theories and tools for creating an effective multichannel strategy. Students will learn how to reduce the risk of selecting inappropriate channels through a systematic analysis of market trends, organisational capability and the shopping experience across different channels. They will address the factors underpinning the successful integration of an organisation’s multichannel proposition for achieving competitive advantage. They will further learn to think strategically about offline and online retailing and apply a range of marketing principles in choosing and managing physical and virtual channels.
Innovation-Driven Marketing (15 Credits) – Optional
This module focuses on the challenges marketers face innovating and how to succeed. In particular, the aim of this module is to develop students' knowledge and skills in building and fostering innovation throughout the organisation and within the marketing function. It will outline the importance of brands taking a visionary approach, and embedding innovation - through a range of innovation tools and theories - to respond to increasingly dynamic marketplaces.
Internship in the Digital Sector (15 Credits) - Optional
The primary aim of this module is to build on students' academic learning of digital marketing by providing them with the opportunity to undertake a period of either paid or unpaid work experience in the digital sector during which they will apply and further develop work-related knowledge, skills and capabilities, together with the aptitude to learn from experience.
Professional Practice (15 Credits) - Optional
The aim of this module is to build on students' academic learning by providing them with the opportunity to undertake a six month period of work experience. The placement will provide students with the opportunity to develop work-related knowledge, skills and capabilities and embed the knowledge and skills they have acquired throughout their course. The module will integrate work experience into the students’ learning with the aim to maximise its impact on the development of skills, knowledge and professional practice. The module will therefore support students in the process of reflecting on their development, integrating theory and practice, developing their commercial awareness and thus enhance their personal and professional development.
Research Methods and Dissertation (60 Credits) - Compulsory
This module aims to assist students to develop an understanding of the research process and to conduct research leading to successful completion of their dissertation. It enables students to demonstrate proficiency in relation to scoping the issue(s)/problems, consideration of appropriate literature, collection and analysis of data, and developing specific recommendations or conclusions in relation to the research project.
NOTE: Not all optional modules may be available each year, as they are dependent upon student interest and minimum numbers of registrations.
Module and programme information is indicative and may be subject to change.