Digital Marketing Management (MSc)

Module Title

Credits

Teaching Weeks

Compulsory?

Digital Marketing Fundamentals

The module covers an introduction to both Digital Marketing and key marketing concepts that students will consider and engage with throughout the MSc programme. It will explore the full lifecycle of digital marketing from initial strategy through to execution. Participants will get hands on experience working with the latest digital marketing technologies and techniques, alongside the business strategies to implement them successfully.

15

5 X 3 hours

Yes

International Marketing in the Digital Age

This module provides a comprehensive overview of international marketing strategies and practices, focusing on the challenges and opportunities businesses face in the physical and digital when operating in the global marketplace. It aims to equip students with the knowledge and skills necessary to develop, implement, and manage marketing strategies that address the complexities of international trade, cultural differences, and dynamic global market and digital trends.

15

5 X 3 hours

Yes

Marketing Dissertation/ Consultancy Project

During Digital Marketing Management programme, students use the skills and knowledge they have developed, to complete either a Consultancy Project or a Research Dissertation. Other modules included in the programme are leadership development, international business sustainability and ethics, strategic management and strategic operations and project management.

60

16

Yes

Social Media Marketing Strategy and Content Marketing Innovations

This module delves into the strategic planning and execution of social media marketing campaigns alongside effective content marketing strategies. It explores the dynamic landscape of social media platforms, the psychology of online audiences, and the creation of engaging and shareable content. Through a combination of theoretical frameworks and practical case studies, students will develop the skills necessary to design, implement, and evaluate comprehensive social media and content marketing strategies that align with organizational goals and resonate with target audiences.

15

5 X 3 hours

Yes

Marketing Analytics and AI

The Marketing Analytics and AI module offers an in-depth exploration of the connection between big data and marketing analytics, focusing on the importance, applications, and techniques for leveraging data-driven insights to optimise marketing strategies and enhance business performance. Students will explore various data collection methods, analysis techniques, and key performance indicators (KPIs) used in digital marketing contexts. Emphasis will be placed on analysing website performance, user behaviour, digital marketing campaigns, and customer journeys to optimize digital strategies and enhance overall business performance. The module also covers advanced topics such as customer segmentation, marketing attribution, A/B testing, and the integration of machine learning and artificial intelligence (AI) in marketing analytics.

15

5 X 3 hours

Yes

Leading with Purpose

This module equips students with the knowledge and skills to lead organizations with purpose, aligning leadership strategies with organizational values, ethics, and societal impact. Through theory and practice, students will understand how to mobilize teams towards meaningful and sustainable goals.

15

9 X 2 hours

Yes

Global Human Resource Management Practice and Organisational Behaviour

The module develops functional knowledge and critical understanding of key perspectives on human behaviour in the workplace. It focuses on processes of organising, leading, planning and managing human activity, in business settings. The module considers core organisational HRM policy and practice.

15

9 X 2 hours

Yes

The Digital Consumer

The Digital Consumer Behaviour module explores the multifaceted nature of consumer behaviour in the digital era, focusing on understanding the intricacies of consumer decision-making processes, influences, and dynamics in online environments. Students will examine theoretical frameworks and practical insights to decipher the cognitive, emotional, and social dimensions shaping digital consumer behaviour. Additionally, the module delves into factors such as culture, personality, perception, and motivation and ethics, which influence how consumers engage with digital technologies and brands.

15

9 X 2 hours

Yes

Strategic Management

This module provides an opportunity to reflect on contemporary issues surrounding strategic management. Through critical insight and outlook, the topics will enable an understanding and critical examination of current and relevant challenges faced by organizations.

15

9 X 2 hours

Yes