Digital Marketing MSc with Integrated Placement (15 months/24 months)

Course content

What you will study on the MSc Digital Marketing with Integrated Placement (15 months/24 months)?

The course begins with the fundamentals of digital marketing to ensure you gain a holistic understanding of digital marketing strategy, emerging trends and technologies, and digital marketing in a wider context. From here your path can be defined by your interests and career needs, with optional modules of which you will select four.

If you are looking for an insights route you can explore areas such as consumer psychology and digital analytics, for a more creative path there is the opportunity to engage issues of content, PR and advertising, while for the strategically minded marketing management and entrepreneurialism in the digital sector would be of interest. The course ends with a dissertation, allowing you to explore in depth a digital marketing topic of your choice.

The aim of this module is to provide a systematic process and an analytical tool-kit that can deliver this success to a range of industries and organisations. Students will learn how to minimise the uncertainties surrounding marketing decisions through disciplined analysis of market trends, competitive intelligence and informed judgement. They will assess an organisation’s capability and capacity to design and deliver marketing strategies to meet expansion targets. They will develop and monitor strategies that can make all the difference between high and low performance in the market, including competitive positioning, growth and digitally orientated strategies. They will finally learn how to improve and maximise their leadership style to aid decision thinking, inspire people and achieve business goals.

The aim of this module is to develop students' knowledge and skills for deeply understanding and the emerging digital landscape, and develop the road-map to successfully compete in it. The module provides a critical overview of digital theories, tools, technologies and digital platforms that can be adopted by organisations to improve their approach to reach, acquire, and retain consumers. Though this module, students will be able to understand the key aspects of digital, mobile and social media theories and frameworks to incorporate digital strategies, tactics and tools.

The module equips students with knowledge, tools and methods to maximise the business value of social media data. It covers the process of identifying the right unstructured data, analysing it, and interpreting and acting on the gained knowledge. This module further provides students the opportunity to become familiar with contemporary research techniques for data analytics such as web traffic analysis tools, social network analysis, social media harvesting and search engine optimisation.

The aim of this module is to provide students a deep understanding of the role of digital advertising in the marketing of products and services. Specifically, students will gain detailed knowledge on how to create successful digital advertising campaigns using specific digital advertising tools, methods and frameworks used to evaluate the effectiveness of digital advertising. Particularly, this module will equip students with the necessary skills as well as knowledge for a potential career in digital advertising and related fields.

The aim of the module is to explain the psychological foundations that direct consumers to choose products, services, experiences or ideas in order to satisfy their needs and wants. By understanding how thoughts, beliefs, feelings, perceptions, knowledge and attitudes drive decision making, the business can gain a powerful tool for company success.

This module is underpinned by the ethos that ‘Entrepreneurship’ is now a career choice for many students in these challenging, dynamic and uncertain times. The recent developments in digital technologies has facilitated a new breed of Entrepreneur for the 21st century- the ‘ E-entrepreneur’ This module is designed to foster entrepreneurial talent and to encourage entrepreneurial skills underpinned by online digital technologies as a platform for students to shape their future careers ,income streams and destinies.

This module is underpinned by the ethos that ‘Entrepreneurship’ is now a career choice for many students in these challenging, dynamic and uncertain times. The recent developments in digital technologies has facilitated a new breed of Entrepreneur for the 21st century- the ‘ E-entrepreneur’ This module is designed to foster entrepreneurial talent and to encourage entrepreneurial skills underpinned by online digital technologies as a platform for students to shape their future careers ,income streams and destinies.

Following this the module introduces the offline and online retailing and its importance in creating a competitive advantage for the business. Students are provided with strategic models and tools to analyse the retailing and e-tailing environment.

As part of this course, you will do either athree month or a one year industry placement. Programmes with integral placements give you the opportunity to apply the skills you have learned throughout your studies in a practical environment. You will be earning a full time salary and will learn skills that can't be taught in a classroom at University. During the placement, you will be able to gain further insight into industrial practice that you can take forward into your individual project and into your future career.

Although the placement is not guaranteed, the University maintains links with a wide network of organisations who offer placement opportunities. The University will also provide you with full support to help you secure a placement, from job application to the interview.

In order to qualify for the placement period you must have passed all modules in the semesters preceding the placement.

This module aims to assist students to develop an understanding of the research process and to conduct research leading to successful completion of their dissertation. It enables students to demonstrate proficiency in relation to scoping the issue(s)/problems, consideration of appropriate literature, collection and analysis of data, and developing specific recommendations or conclusions in relation to the research project.

You can find more information about this course in the programme specification. Please note that optional modules may not run, due to student numbers or staff availability. If an optional module will not run, we will advise you after the module selection period when numbers are confirmed, or at the earliest time that the programme team make the decision not to run the module, and help you choose an alternative module.