Digital Marketing (2yr) / Digital Marketing - MSc

Principles of Marketing (20 credits)

This module will help articulate a critical understanding of the contemporary issues, theories and conceptual frameworks used to explain and guide conventional marketing activities in organisations nationally and internationally. You will be provided with a fundamental understanding of the basic tools and concepts of marketing. More specifically, you will be introduced to the core marketing functions and develop an understanding of the key concepts, frameworks and models encountered in marketing.

The Customer Experience (20 credits)

This module explores the models and techniques that are used in key marketing functions, focusing on how to create and deliver value for the customer. You will consider why organisations make particular marketing decisions and how marketing activities are integrated and delivered in a way that creates value for their customers. You will explore a number of areas including product management and development, branding, pricing, channel management, internal and external marketing communications and customer service.

Strategic Marketing and the Global Environment (20 credits)

On this module you will cover the key concepts, frameworks and models encountered in the strategic marketing process. You will learn to assess the nature and dimensions of branding/brand decisions, their role in the development of a competitor advantage, and their significance in global markets. As part of your skills development you will also learn to evaluate and analyse different forms of branding. On completing the module you will be able to demonstrate an understanding of the direction and management of marketing activities as part of the implementation of strategic direction, taking into account business intelligence requirements, marketing processes, resources, markets and the company vision.

Digital Marketing Management (20 credits)

This module will enable you to deal with real world issues in an intellectual and challenging manner in this dynamic area of marketing. It will provide you with the ability to apply critical and technical evaluation skills for making decisions in complex situations relating to Digital Marketing Management. This module will provide you with further knowledge of this field and a solid basis for a career in the broad Digital Marketing Management area.

Driving Digital Marketing (20 credits)

This module focuses on specific digital marketing practice issues such as campaign management and analysis. You will be able to demonstrate critical understanding of the role of the digital marketing discipline in a wider organisational context and apply knowledge to resolve issues in new and diverse situations.

Contemporary Perspectives in Customer Engagement (20 credits)

During this module, you will examine the core theories relating to customer engagement and apply these in a range of differing marketing contexts. You will be able to demonstrate knowledge and understanding of traditional and contemporary debates related to the philosophy and practice of marketing.

In your final Semester you'll take on a experiential project, giving you a fantastic opportunity to use the theories and knowledge you've gained to produce a challenging, meaningful piece of work. Projects include:

Consultancy Experience Project (40 credits)

Working as part of a team, you'll undertake focused research, developing your professional skills, managing a complex project and delivering results in a real business situation. You'll present your findings to the client and learn valuable project management tools and concepts.

Internship Experience Project (40 credits)

On an internship of 12 weeks or more, you'll apply the theories you've learnt to a substantial, live project. This will involve focused research, developing skills, managing a complex project and delivering results in a real business situation. You'll also learn project management tools and concepts.

Business Research Project (40 credits)

This project is a more traditional piece of independent research, creating an academic research paper, presentation and methodological reflection. Because we believe experiential learning is so important, this project is only available to students with significant prior work experience or a desire to progress to a PhD.

Global Experience Project (40 credits)

This exciting project gives you the opportunity of travelling overseas to attend a summer school at one of our partner institutions. You'll produce a piece of academic work drawing on either a concept from the summer school or a case study based on a company local to the host institution.

Throughout the year you will also study the following modules which will help you understand how to manage your own continuous personal and professional development (PPD).

Transformational Leadership Development (10 credits)

Transformational management education is a key focus within NBS, where effective ethical education across all business and management courses is the foundation of our students’ abilities to understand and contribute in meaningful ways towards current and future challenges in the area of sustainable development. The purpose of the module is to increase understanding of how to manage your own continuous personal and professional development in order to enable sustained career success and to be an effective and transformational leader.

Customer Insight through Marketing Research (10 credits)

The aim of this module is to develop your skills as an effective decision maker - organisations require insight to make effective decisions and effective marketing research has been an integral part of how decision makers in organisations understand consumers and market dynamics; and as an effective academic - philosophical debates and methodological issues will be explored as a foundation to understanding marketing research.

Placement Diploma in Industrial Experience (2 year course only)

This module aims to develop your understanding of the business and commercial environment. You will apply relevant prior knowledge and skills in the business environment increasing your commercial awareness. On completion of the module, you will have developed a range of skills and have a practical insight into the world of work and possible career opportunities.