Our MSc in Digital Marketing is designed to equip you with the knowledge & skills to progress to a range of digital careers.
You’ll build a solid foundation in core digital marketing principles through our range of core modules:
Digital Marketing Strategy – A comprehensive introduction to digital strategy to enhance your knowledge of marketing concepts in the digital space.
Digital Marketing Communications – Evaluate the strategic issues involved in marketing communications in a digital context.
Digital Consumer Behaviour – Understand the key psychological theories which underpin digital consumer behaviour.
Marketing Analytics - Critically apply marketing analytics to solve marketing problems in a variety of marketing areas, including pricing, retailing, advertising, new product development, and digital marketing.
Research in Marketing – Discover the concepts and techniques used in marketing research and how it contributes to business decision making.
You’ll then have the chance to broaden your knowledge and skills through our selection of elective modules:
Social Media & Marketing - Examine the theoretical underpinnings of social media marketing and critically evaluate the opportunities & challenges posed by the digital context of consumer generated content.
Neuromarketing – Study how marketers use new medical technologies to study the brain’s responses to marketing stimuli and better understand consumer preferences.
Online Retailing – Gain a comprehensive understanding of retailing in an online context.
International E-Services Marketing - Develop an in-depth knowledge of services marketing in an international and digital context, based on state-of-the-art insights in present-day service research.
Marketing & Sustainability - Explore how ethics & sustainability influence marketers and affect consumer decision making & product strategies.
B2B Marketing – Develop an advanced knowledge of business marketing theories and recent developments in business marketing practice.
Brand Management – Understand how businesses build & sustain brands profitably and explore the requirements for managing a brand as a strategic asset for a company.
You’ll also undertake a 12,000 word Research Project (Dissertation), where you will conduct your own in-depth research and apply the knowledge & methods gained from studying our taught modules.
The following table will give you an idea of what a typical academic workload might look like as you progress through your studies:
|Module || Lectures, seminars and feedback||Self-study|
|Per 15 credit module
||10 to 11 three hour sessions which typically consist of a combination of lectures, case discussion and class activities; although there may be some variation in the precise format.
||Approximately 120-130 hours
||Dissertation workshop and one-to-one supervision.
||Approximately 596 hours self-study and project work.
Typically, 1 credit equates to 10 hours of work.
Assessment methods will depend on the modules selected. The primary methods of assessment for this course are written examinations, coursework, individual or group projects, presentations, case studies and multiple-choice tests.
For some modules you will be assessed on your participation, which includes attendance.