Digital Marketing MSc

The module is designed to help you develop the ability to assess the potential of digital tools for acquiring, converting and retaining customers and develop channel-specific testing and search engine optimisation strategies that maximise return on marketing investment.

You will assess the way in which digital channels provide marketers with unique opportunities to improve the effectiveness of campaigns through continuous testing, analysis and optimisation throughout the module with a blend of theoretical models and hands-on practice.

This module aims to introduce the context of global branding and brand development, in correlation with the complex dynamics of global marketing. You will learn how to adopt a strategic approach to branding and communication in a global digital context, defining the concepts of brand architecture, brand growth to measurements of brand equity and evaluating brand performance.

This module aims to create a productive discourse on contemporary marketing challenges and future digital marketing trends and their impact on marketing, industry, consumers and the environment. You will gain the knowledge and skills required to develop and provide an industry-standard, consultative approach to defining and delivering effective marketing projects.

Through this module, you will also gain a valuable portfolio of marketing and research skills which would enable you to critically reflect on the role and responsibilities of contemporary marketers, develop effective marketing proposals and gain an in-depth understanding of conducting research in marketing.

This module covers understanding, measuring and evaluating the online consumer journey, exploring how customer relationship management (CRM) is an effective technique in planning long-term customer retention and growth, and how to further enhance your ability to develop and propose consultative recommendations for new approaches covering social media marketing platforms, multichannel and omnichannel marketing strategies.

The module comprehensively presents concepts and theories of evolving consumer behaviour and new paths to purchase in the digital retail environment. It illustrates the dimensions of social psychology and its relationship to brands and branding, and also the way in which an emotional attachment with a brand influences the decision-making process.

This module aims to explore the central role of content marketing within the context of the explosive growth of “the creator economy” in modern marketing communications.

The rapid expansion of creative content, posted by consumers, influencers to global companies via social media digital channels, (i.e. Instagram, YouTube, Facebook, TikTok, LinkedIn, Twitter etc) combined with the use of mobile devices, broadband and Wi-Fi, has brought added complexity to the work of marketing strategists and planners.

Understanding consumer contexts and leveraging defining customer preferences have become critical parts of the decision-making process in order for marketers to deliver engaging content for marketing campaigns. Through this module, you will be able to gain an in-depth understanding of data-driven marketing and explore effective campaign development and management.

It would also enable you to further develop strategic thinking, planning, creative, and research skills.

This module aims to provide a comprehensive guide to digital product and services creation in a marketing context.

Through this module, you will also gain a range of valuable skills including project management, innovation and collaboration and research skills, which will enable you to explore a marketing idea through analysing the market and develop the concept for a minimum viable product along with a product/service launch marketing proposal.

This is a student-led independent academic research module where you (with support from allocated tutor/supervisor) will be able to apply the knowledge and skills gained from all other modules on this course (such as management, marketing and research skills) to understand digital marketing research and contemporary issues, and produce an academic dissertation which identifies, critically analyses and provides strategic solutions to challenging digital marketing issues.

In doing so, you will also be able to make a useful contribution to the existing academic and professional knowledge base.

This module is neither a taught module in the same way that any of the other modules are taught nor a traditional research-based project. It is a student-led consultancy project where you (with support from allocated tutor/supervisor) will have the opportunity to work with, though not necessarily in, a company on a clearly defined project addressing a real issue set by the organisation.

Through this module, you will be able to gain practical experience and apply and develop a range of skills including analytical, communication, project management, consultancy, research and other transferable skills. The module also enables you to apply the knowledge and skills gained from previous modules on this course to solve a real business problem or explore a real business opportunity, and in doing so, you will be able to reflect on your personal learning journey, gaining vital experience as a digital marketer and also making a valuable contribution to the business.

Please note, the MSc course will be taught over 12 months, however, students who wish to do the Digital Marketing Consultancy Project but are unable to find a Consultancy Project during the summer (due to the seasonal nature of the demand for digital marketing consultancy projects), can attempt the module during the following September semester, or do the Digital Marketing Dissertation instead.