The MSc Digital Marketing programme aims to equip students with advanced knowledge and practical skills in designing, implementing, and managing effective digital marketing strategies. The programme explores key areas such as digital campaigns, customer insights, data-driven decision-making, and global marketing practices—preparing graduates to navigate and lead in the dynamic, technology-driven marketing landscape.
This MSc Digital Marketing degree develops your employability by focusing on the skills employers need in this dynamic industry. You will study topics including campaign planning, customer insights and global marketing as you prepare for a range of digital marketing opportunities after you graduate.
This course provides a critical appreciation of elements of digital marketing strategies including website development and analytics, consumer behaviour, digital campaign planning and branding within the global marketing context.
This module will introduce students to the digital marketing mix and provide the skills to manage the key elements of digital marketing in the rapidly changing environment of the 21st Century, the ability to think critically about marketing scenarios, assess market and associated information and use these to make informed decisions. Students will gain a broad introduction to marketing theory and emergent digital themes, such as disruptive technologies, experiential marketing, sustainable marketing, corporate social responsibility, hyper-segmentation and the role of technologies within this new era.
This module introduces and develops understanding of the role of branding within marketing and advertising strategy and the concepts and principles of brand management. It will examine the planning, development and implementation of brand strategies and examine the components through the deconstruction of a chosen brand.
Marketing using digital media and mobile technologies, alongside traditional communication channels, is now an integral component of organisations’ marketing strategies. The main focus of this module is to provide learners with a critical appreciation of Digital Marketing, through the integration of emergent media and mobile technologies, with offline communications. Students will be introduced to current and relevant examples of marketing initiatives using digital media and they will create their own marketing campaign, using both offline and online media. Students will critically appreciate contemporary issues and developments in the marketing industry in relation to digital tools, models and concepts.
This module will equip learners with problem solving and decision-making skills to aid understanding of the impact of digital technology on global marketing. It will enable learners to critically evaluate key issues associated with digital global marketing within the context of a dynamic cultural environment. Students will appraise digital aspects of global marketing opportunities and threats in order to make decisions relating to an organisation’s ability to successfully enter and compete in international markets. The module will assume a practical and analytical marketing perspective.
This module will equip learners with the fundamentals of consumer behaviour and the development of the discipline into customer insight and its use within the contemporary business environment. Students will critically appreciate the importance of psychology in decision-making and the field of marketing. Learners will analyse and evaluate individual aspects of consumer behaviour and social and group aspects of consumer behaviour during their studies.
This module is designed to lead and support students to the submission of a detailed research proposal to their dissertation’s supervisors. As a result, the taught and workshop-based content is combined with one-to-one (or small group) work between dissertation supervisors and students.
The module will start with a series of taught lectures with the purpose of presenting the business school masters’ dissertation process and to work as a graduate-level refresher of business research methods. After this initial introductory stage, students will be expected to have indicated an interest in one or two specific areas of research.
The module has a crucial role within the programme of study in that it provides the opportunity for students to research an area of particular interest within an appropriate business, public sector or third sector context. The module is designed to make a major contribution to the professional and intellectual development of students, through enabling students to demonstrate their capacity for sustained independent thought, learning and critical reflection.
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