MSc Digital Marketing

COURSE SUMMARY Together with established marketing methods, digital marketing techniques play a vital role in organisations achieving their strategic marketing objectives. Current ideas and research in digital marketing are integrated into our programme and the curriculum will provide you with a solid grounding in the contemporary theories and concepts of digital marketing, marketing and consumer behaviour.What you’ll learn You will develop a critical understanding of digital marketing’s role within different types of organisations and the range of opportunities digital marketing offers. You will study the various digital marketing tools and channels, investigating how to effectively use them in a creative and organised way to achieve strategic marketing goals and objectives.The programme will expand your understanding of integrated marketing – incorporating all appropriate marketing channels to achieve campaign success. You will explore how to create integrated digital marketing plans and strategies to communicate successfully with numerous target audiences.You will study consumer behaviour within the context of the global marketplace, embracing global and localised perspectives as well as exploring consumption and consumer culture, and how consumers are influenced by family, groups and culture. Insights on the subject of consumer behaviour also draw from other disciplines such as sociology, psychology, and anthropology, and you will study concepts and theories underpinning consumer society and how these influence consumer behaviour.You will explore marketing management in the digital age, developing your skills as a marketing professional enabling you to competently respond to key issues and challenges. Contemporary strategic marketing in a global and digital context is analysed so you can improve your understanding of what is involved in terms of decision making and the processes involved, alongside enhancing your skills in devising appropriate solutions for an organisation’s specific environment.What factors influence creativity in an organisation? Our creativity module will give you the confidence to creatively and successfully solve business problems utilising different techniques to produce and implement solutions.You will be able to choose from a range of optional modules to adapt your studies to suit your own specific areas of interest. This could include themes such as branding, leadership, communications, accounting for decision making and international operations and supply.