MScDigital Marketing

Year one

Core modules

Academic Skills and Career Development

This module will allow you to build a strong foundation of academic, personal and professional development skills that will ensure success in the workplace. Throughout the module you'll develop a stronger reflective awareness of what your skills are, how they can be put into action to ensure your professional success, and where improvements can be made through a clear plan of action. You'll also develop a confident grasp of the study skills you need to succeed at master's level. This is a must-pass module.

Consumer Insights and Data Analysis

This module will give you a 360-degree understanding of contemporary consumers and how to align this to customer relationship management processes and programmes. You'll consider methods that generate insights from consumer data and information gained from marketing research data, and big data collected via web interfaces and social media.

Integrated and Digital Marketing Communications

In this module you'll examine the theoretical and practical application of marketing communications concepts with a particular emphasis on the digital domain. Working to a live brief, you'll produce a digital-first integrated marketing plan and associated digital creative artefacts using Adobe Creative Cloud’s core applications.

Research Methods and Final Major Project

This module consists of two parts: Research Methods and Final Major Project. The Research Methods element will develop your skills of inquiry and management research required for your Final Major Project, resulting in a project proposal used as the basis for your Final Major Project. For your Final Major Project, you'll have the opportunity to apply your research and analytical skills to an area of your interest within the field of business/management, as defined in your project proposal.

Strategic Digital Marketing

This module will help you to identify opportunities for change in a digital marketing setting, engaging with tools and practices to plan and design strategies effectively. You'll explore the dynamic digital environment through a digital strategy simulation exercise, learning how to take a strategic approach in digital marketing planning.

Optional modules

Developing the Project Professional

During this module you'll develop your knowledge and understanding of the exciting world of projects, with project management being a very fast-growing profession utilising a skillset much valued by employers. These project management skills are transferable to any job role which you aspire to, as well as directly for project management roles.

Enterprise and Innovation

In this module, you'll learn about the concepts of entrepreneurship, intrapreneurship, business development, and the role of SMEs in economy - all with the aim of developing your confidence with being immersed in an ever-changing business environment and recognising opportunities, as well as equipping you with the skills and knowledge to start your own business. You'll gain theoretical knowledge of key areas in digital innovation and business transformation, as well as the ability to understand new innovations to offer opportunitites within businesses.

Professional Practice

This module equips you with an in-depth knowledge of your chosen industry, giving you the insight to plan your long-term career. You'll be required to secure a work placement or freelance assignments equivalent to 100 hours in order to strengthen your knowledge of your chosen industry and to refine your skills.