COURSE CURRICULUM

The MA in Digital Marketing and Social Media modules combine strategic marketing knowledge with practical digital communication, analytics, consumer behaviour, research, and campaign management skills. Advertising and Sales Promotion Management develops an understanding of integrated marketing communications, advertising, sales promotion, industry developments, and their management implications in international markets. Building Successful Web Presence focuses on creating and managing an effective online presence, including website goals, brand differentiation, lead generation, and coordinated digital visibility. Digital Marketing Analytics develops skills in using marketing data from websites, social media, and advertising campaigns to establish KPIs, conduct predictive analysis, evaluate campaign performance, improve strategies, and optimize return on investment. Digital Marketing Communications explores how emerging technologies, mobile devices, social media, and multimedia have transformed communication, customer journeys, transactions, and marketing strategies, enabling students to understand and shape digital innovation. On-line Consumer Behaviour examines how consumers think, feel, and behave in digital environments, with particular attention to social media, online advertising, mobile technologies, and changes from traditional consumer behaviour. Research Methods for Business develops qualitative and quantitative research skills, academic writing, research design, proposal development, methodology selection, and analytical abilities relevant to marketing and management. Social Media Marketing provides practical knowledge of social media and mobile marketing, content strategy, customer engagement, inbound marketing, e-commerce, campaign planning, social media insights, analytics, and automation, helping students understand how brands communicate with digital audiences. Strategic Marketing develops theoretical and practical knowledge of strategic marketing and its importance in achieving organizational objectives. The Dissertation provides an opportunity to independently conduct a substantial research project by selecting a topic, developing a research question, reviewing literature, preparing a research proposal, recruiting participants, and collecting and analysing data. Overall, the modules provide a balanced combination of strategic thinking, creativity, digital technologies, consumer insights, analytics, research, advertising, social media, and practical campaign skills. Students develop the ability to plan, implement, evaluate, and improve digital marketing activities while understanding the changing behaviour of online consumers and the evolving digital marketplace. This curriculum supports careers in digital marketing, social media management, advertising, brand communication, campaign management, marketing analytics, content strategy, and related professional areas.