Digital Marketing MSc

Year 1

Detailed course guide Digital Customer Experience This course explores the customer journey and teaches you to recognise the role of customer insight, understand omni-channel marketing strategy and be aware of legal and ethical issues. Digital Marketing Skills course options Digital Marketing Analytics On this course you will develop an understanding of the theory and foundations of digital marketing analytics and gain practical experience of evaluating content marketing plans. Social Media Marketing This course provides understanding of theories and applications of social media marketing alongside a critical evaluation of the social, cultural and technological impact of social media technologies upon consumer behaviour and the business environment. Databases and Information Systems This course provides students with both practical experience and critical understanding of the processes and methodologies required for specification and construction of database and information systems and the inter-relationship between these systems. e-Commerce Technology On this course you will gain a critical understanding of different types of e-Commerce business and revenue models and business systems. You will also gain practical knowledge of the use web-related technologies for e-Commerce Foundational Marketing mandatory courses International Strategic Marketing This course identifies choices in marketing strategies for local and international brands, focusing on operating a global business. Contemporary Consumers On this course you will learn about the conceptual, theoretical and practical approaches to studying consumer behaviour. Branding and Communications This course helps you to master the key principles of brand management by learning how integrated marketing communications creates a valuable brand with strong, effective messaging. Research Philosophy and Practice This course provides training in a range of research skills that prepares you for the dissertation project and provides the foundation for roles in market insight and business consultancy. Digital Management Competencies course options Creativity and Entrepreneurship This course provides understanding of the nature and value of entrepreneurship in economies and encourages thinking about ideas including ideas development and refinement, considerations of the commercial world, creativity and innovation. Psychology for Marketing This course introduces foundational psychological theory and applies these approaches to different stages of the consumption process. Project Management This course provides an appreciation of required professional project manager knowledge and skills and develops competence in using a generic set of quantitative and qualitative project planning tools and techniques. Dissertation Project Upon successful completion of the taught courses, the master’s dissertation enables you to deepen your knowledge of digital marketing through research into a topic of your choice. You will gather and analyse data from companies or consumers which directly relates to your ambitions and interests. Examples of topics within this discipline are: The impact of reviews and ratings on purchase amongst French and UK Airbnb customers Perceptions of international marketers of the effectiveness of Twitter Chat for branding International differences in online advertising trust: UK and China Strategy in crisis: Developing a Fairtrade organisation’s e-commerce strategy during Covid-19 The impact of Influencer Marketing on Millennial Purchase Decision Making Towards Fashion Apparel: A Comparative Study between UK and Malaysia.

• Digital Customer Experience
• Digital Marketing Strategy
• Branding and Communications
• Research Philosophy and Practice
• Digital Marketing Analytics
• Social Media Marketing
• Applied Digital Marketing Dissertation