Digital Marketing MSc

The module interrogates the concept of 'the consumer' and 'consumption'. It examines behaviour across the consumption cycle (through production, acquisition, use and disposal) addressing individual and contextual factors that shape behaviour at micro and macro levels.

It reviews the roots of research into consumer behaviour and consumption, covers particular theories and bodies of literature (for example, decision making, learning, habits, socio-cultural processes). It provides opportunities to apply theory to consumer behaviour and consumption in a variety of context and to assess the implications for commercial and non-profit organisations, public policy and consumers themselves.

The module covers operational perspective on:

• nature of marketing in the global economy
• managing products, services and brands
• new product development
• pricing
• integrated marketing communications
• internal marketing
• managing distribution channels
• experience marketing
• sustainable marketing

The module covers key components of marketing strategy with an emphasis on digital marketing domains. Teaching will be complemented by the Simulation Digital MarkStrat which shifts the focus of traditional strategy to a variety of digital marketing initiatives through the perspective of customer centricity such as: Influencer Content Marketing, Paid Advertising, Organic Channels, Mobile App Building, Retargeting, Email Marketing, Performance Marketing, and Cross Selling.

The module will develop the knowledge and understanding required for data-driven decision-making in the area of digital marketing. It will cover methods and techniques to develop analytical skills and approaches to integrate and interpret data to generate impactful insights for firms in a digital marketing environment.

This module will develop the skills required to conceive, scope, design, and deliver a digital marketing communications campaign. It will integrate learning from other modules relating to analytics, user engagement, and strategy, to provide a compelling presentation across multiple digital platforms of the organization’s marketing offering.

This module will develop the knowledge and skills required to understand digital customer journeys and provide a data-enriched customer experience (CX). It covers the principles and components of digital experience and the techniques to prepare and manage customer data for optimizing customer journeys and meeting strategic aims.

In this module, students apply learning on taught modules to investigate and analyse a real-world marketing issue.

Drawing on knowledge from across all modules in the taught programme, this final 60-credit module provides students with the opportunity to investigate, analyse, and apply learning to complex, real-world marketing challenges. Students will work individually on a challenge, introduced by a company/organisation, to offer insight and propose options or recommendations for effective solutions to complex issues. The outcome will be guided by the nature of the challenge.