COURSE CURRICULUM

The Master of Science in Digital Marketing and Analytics is structured to provide a comprehensive and practical foundation in the key areas of digital marketing strategy, analytics, and data-driven decision-making. The program comprises a series of interconnected modules that support the development of technical expertise, strategic thinking, and research capabilities. Web Marketing Management and Metrics introduces students to managing online marketing campaigns and measuring their effectiveness through analytical tools. Digital Design and Development focuses on creating user-centred digital assets essential for modern marketing initiatives. Strategic Thinking in the Digital Age encourages learners to adopt forward-thinking approaches to navigating rapidly changing digital environments.Research Methods 1 and 2 provide essential training in academic and applied research techniques, equipping students with the skills needed to plan, conduct, and evaluate research projects. Data and Digital Marketing Analytics explores how to gather, interpret, and utilise data for customer insights and marketing optimisation. Digital Advertising and Online Marketing Communications covers modern advertising channels and strategies to engage digital audiences effectively. Business Intelligence and Visualisation develops students’ ability to translate complex data into actionable business insights using visual tools.For the final stage of the program, students choose one of three capstone options: an Applied Research Project, a Dissertation, or a Placement. These pathways allow students to apply their learning in a real-world context, deepen their understanding through scholarly inquiry, or gain hands-on experience in the field. This flexible structure ensures that graduates are well-prepared to enter the digital marketing and analytics industry with both theoretical knowledge and practical competence.