COURSE CURRICULUM

The MSc in Digital Marketing and Analytics provides students with advanced practical and strategic skills required to succeed in modern digital business environments. The program covers a broad range of topics including digital marketing strategy, social media marketing, digital advertising, analytics, e-commerce, and artificial intelligence. Students develop a strong understanding of how organisations create and implement effective digital marketing campaigns while learning how to analyse and visualise marketing data to support informed business decisions. The course also focuses on organic and paid search strategies, enabling students to understand search engine optimisation, online advertising, and methods used to improve digital visibility and customer engagement. Learners explore digital design and e-commerce practices, gaining insight into how online platforms and user experiences influence consumer behaviour and business growth. The program also addresses social media law and regulation, helping students understand the ethical, legal, and regulatory issues involved in digital communication and online marketing. Students can choose between completing a dissertation or participating in a digital consultancy project. The consultancy project provides practical industry experience by allowing students to work with real organisations to develop and implement digital marketing solutions. Overall, the program combines strategic thinking, creativity, analytics, and technology to prepare graduates for careers in digital marketing, social media management, advertising, analytics, and e-commerce sectors.