COURSE CURRICULUM

The MSc Digital Marketing program is structured across four academic terms, offering students both theoretical and practical insight into the core disciplines of marketing in the digital age. Each term builds on the last, gradually deepening students’ understanding and preparing them for a final research project or dissertation in the fourth term.In Term 1, students begin with Strategic Marketing Management and Digital Marketing Communications. These modules lay the groundwork by introducing strategic planning in marketing and exploring how digital platforms are used to reach and engage audiences effectively. Students will learn how to align marketing strategies with business goals and how to craft compelling communications across various digital channels.Term 2 focuses on Consumer Behaviour and Cross-cultural Management. In these modules, students explore the psychological, social, and cultural factors that influence consumer decision-making. Understanding these factors is essential for developing marketing strategies that are relevant across diverse global markets. The cross-cultural management component also prepares students to navigate the challenges of working in international teams and marketing to global audiences.Term 3 introduces Project Management and Leadership and Global Marketing Management. Students will gain practical skills in managing projects within marketing contexts, learning how to lead teams and allocate resources effectively. Global Marketing Management builds on earlier modules by addressing the complexities of marketing on a global scale, including market entry strategies, adaptation versus standardisation, and managing global brand identities.In Term 4, students undertake a Dissertation or Final Project. This capstone component allows students to explore a specific area of digital marketing in greater depth. With guidance from academic supervisors, students conduct independent research and present their findings in a detailed written report. This final stage of the program is an opportunity for students to showcase their knowledge, analytical abilities, and strategic thinking in a real-world context.