COURSE CURRICULUM

The MSc in Digital Marketing is a three-semester postgraduate programme designed to provide advanced knowledge and practical expertise in digital marketing strategies, consumer behaviour, analytics, and e-commerce. In the first semester, students develop a strong foundation in core areas of digital marketing through modules in digital marketing, marketing management and business communications, digital marketing analytics, and e-consumer behaviour. These subjects help students understand modern marketing principles, digital consumer decision-making, and the use of data and analytics to improve marketing performance. The second semester focuses on more specialised and applied areas, including digital communication and social media strategies, big data analysis for marketing, entrepreneurship and innovation, and e-commerce. Through these modules, students gain expertise in managing digital communication channels, using big data to support marketing decisions, developing innovative business ideas, and understanding the operation of online businesses and digital marketplaces. The programme concludes in the third semester with a dissertation, where students undertake independent research on a relevant digital marketing topic, allowing them to apply theoretical knowledge, analytical skills, and research techniques to real-world business challenges. Overall, the programme combines marketing theory with practical digital applications and emerging technologies, preparing graduates to design and implement effective digital marketing strategies in a rapidly changing business environment. It equips students with strong analytical, research, communication, and strategic decision-making skills that are highly valued in modern organisations. By integrating digital marketing, data analytics, social media management, and e-commerce, the degree prepares graduates for careers in digital marketing management, social media strategy, marketing analytics, online business development, and other leadership roles within the expanding digital economy.