COURSE CURRICULUM

The Digital Marketing program is built around a comprehensive set of core modules designed to develop strategic, analytical, and creative skills required in today’s digitally driven marketing landscape. The Digital Marketing Environment module introduces the evolving digital ecosystem, examining consumer behaviour, platforms, and emerging technologies shaping modern marketing practices. Building and Managing Digital Brands focuses on brand strategy, online reputation management, and creating consistent brand value across digital channels. Contemporary Marketing Communications Planning develops skills in designing integrated, data-led communication strategies that engage audiences across multiple touchpoints. Big Data, Analytics and Martech equips students with the ability to use data, analytics tools, and marketing technologies to drive insight-led decision-making and optimise campaign performance. Managing Customer and User Experience explores customer journey mapping, service design, and experience optimisation to enhance satisfaction and loyalty. Social Media Marketing develops expertise in content creation, community management, and performance measurement across key social platforms. The program culminates in the Digital Transformation Project, a 60-credit capstone that enables students to apply theoretical knowledge and practical skills to a real-world digital marketing challenge. Together, these modules prepare graduates for strategic roles in digital marketing across diverse industries.