COURSE CURRICULUM

When you finish this course, you will develop the knowledge and practical skills needed to understand the strategic impact of digital marketing and to create effective data-driven marketing strategies. The MSc in Digital Marketing and Analytics is designed to help learners analyse digital marketing environments, understand consumer behaviour, and apply analytics to improve marketing performance. By completing the program, graduates will be able to design, implement, and evaluate digital marketing strategies that support organisational goals. The course also prepares students to work confidently in the rapidly evolving digital marketing sector, helping them expand their career opportunities in areas such as digital marketing strategy, marketing analytics, and brand management.During the program, students study a range of specialised subjects across three semesters. In Semester One, learners focus on developing a strong foundation in digital marketing and data analysis. Core modules include Data Analytics and Consumer Insights, Search Marketing and Digital Analytics, Strategic Marketing Management, and Digital Marketing Landscape and Strategy. Students can also choose from elective modules such as Ecommerce or Law and the Digital Environment, allowing them to explore areas that align with their interests and career goals.In Semester Two, the program continues to build advanced digital marketing knowledge. Students study Digital Marketing Technologies, Digital Marketing Communications, and Strategic Brand Management. They can also select electives such as Strategic Design or Strategic Customer Relationship Management, which help deepen their understanding of branding, design thinking, and customer engagement strategies.In Semester Three, students complete a Digital Marketing Research Project, which runs throughout the year. This project allows learners to apply their academic knowledge to a real marketing challenge and develop research, analytical, and problem-solving skills.A distinctive feature of the course is its flexible delivery structure. Classes are delivered on Thursdays and Fridays each week. For part-time students, the first year is delivered on Thursdays and the second year on Fridays. In addition, learners have the opportunity to work on live business projects, giving them practical experience and exposure to real industry challenges.