COURSE CURRICULUM

The MSc Digital Marketing and e-Business at Abertay offers a comprehensive curriculum that equips students with both strategic and practical expertise in modern marketing and digital commerce. In the first term, students engage with modules such as contemporary issues in marketing, digital customer insight and experience, and multiplatform advertising, providing a strong foundation in understanding market trends, consumer behaviour, and the use of diverse digital channels to reach audiences effectively. The second term focuses on applied skills and research, with modules in digital marketing communications and branding, innovation and new ideas creation, business research methods, research proposal, business analytics, and management investigation. These modules enable students to design, implement, and evaluate marketing strategies using data-driven insights, while also fostering creativity, innovation, and critical thinking. Emphasis is placed on understanding the customer journey, leveraging digital tools, and applying analytical techniques to inform strategic decisions. The program combines theoretical learning with practical application, encouraging students to explore real-world business challenges and develop professional skills necessary for leadership roles. By integrating specialised knowledge, analytical capability, and research expertise, the MSc prepares graduates to excel in senior positions across marketing, digital business, e-commerce, and related industries, equipped to drive innovation and success in a rapidly evolving digital environment.