COURSE CURRICULUM

The MSc in Digital Marketing & Analytics provides students with advanced practical and strategic skills required to succeed in modern digital marketing environments. In the first semester, students study digital marketing strategy, digital marketing analytics and visualisation, and organic and paid search strategy. These modules develop a strong understanding of how organisations create effective digital campaigns, analyse customer and business data, and use search engine optimisation and paid advertising techniques to improve online visibility and performance. Students also learn how to interpret and present marketing data using visualisation tools to support strategic decision-making. In the second semester, the program focuses on emerging trends and advanced digital practices, including social media marketing, digital advertising, and the role of artificial intelligence in marketing. Students also examine legal and regulatory issues related to social media and digital communication while developing creative and technical skills in digital design and e-commerce. The program offers students the option to complete a digital consultancy project or a dissertation. In the consultancy project, students work directly with an industry partner to analyse and improve a company’s digital marketing presence through real-world strategies and solutions. Alternatively, students can undertake an independent research dissertation. Overall, the program combines strategy, analytics, creativity, and technology to prepare graduates for careers in digital marketing, advertising, analytics, and e-commerce industries.