About this Programme

This MSc in Digital Marketing aims to equip students with the knowledge and practical skills necessary to develop, manage, and lead digital marketing activity. The programme also cultivates the ability to critically reflect on where digital marketing fits within the broader business environment through practice-based learning. More specifically, it enables students to understand the digital marketing industry, manage digital marketing functions based on relevant theory and emerging technologies, and develop analytical skills to interpret and respond to the marketing environment and an organization's digital capabilities. It also focuses on developing practical skills related to key industry software, fostering independent academic research, and promoting professional work and effective communication.

What You'll Learn

• Critically evaluate best practice methods for online presence.

• Demonstrate the ability to use a variety of practical digital tools.

• Critically apply academic theory to a variety of practical tasks.

• Use adequate analytic tools and techniques to transform data into actionable insight.

• Critically evaluate the impact of the business environment in influencing the strategy and success of an organisation's digital marketing approach.

• Critically evaluate potential avenues of digital marketing strategy to create value and improve organisational performance.

• Develop an understanding of how to design and deliver strategic digital tools to a specified target audience.

• Develop a critical understanding of the structure and implementation of an effective digital marketing campaign.

• Critically evaluate key aspects of consumer psychology.

• Critically analyse human cognitive abilities and how they manifest in a context such as online consumer decision making.

• Critically evaluate and examine research approaches with particular reference to digital marketing.

• Develop a research proposal for examining digital marketing within an academic or practical environment.

• Draw evidenced conclusions and make realistic recommendations underpinned by both data and academic literature.

• Demonstrate effective time management skills in completing the project within an agreed timescale.

• Develop a practical understanding of key digital software in the industry.

• Develop an understanding of the skills and knowledge that the digital industry currently demands.

• Demonstrate a practical skill base through the creation of a digital portfolio.

Indicative Modules

• Induction Module

• Digital Marketing Communications

• Digital Consumer Psychology

• Data Analysis and Application

• Digital Marketing Strategy and Planning

• Experiential Marketing in the Digital Era

• Research Methods for Digital Marketing

• Research Project

Career Opportunities

Graduates of this MSc in Digital Marketing program will be highly proficient professionals equipped to navigate and lead in the dynamic digital marketing landscape. Their expertise in digital marketing strategy, communications, consumer psychology, data analysis, and practical digital tools, combined with strong research skills and an understanding of industry demands, prepares them for diverse roles. Potential career paths include Digital Marketing Manager, SEO Specialist, Social Media Strategist, Content Marketing Manager, Data Analyst (Marketing), E-commerce Manager, Digital Brand Manager, or Marketing Consultant, enabling them to drive organizational performance and value creation across various industries.