COURSE CURRICULUM

The taught stage of the MSc Digital Marketing and Analytics programme at Aston Business School is structured across three terms and combines core marketing knowledge, digital technologies, analytics, and strategic thinking to prepare students for modern data-driven marketing roles. In Term 1, Content Marketing for Digital Media focuses on developing integrated content strategies across digital platforms, teaching students how to create compelling narratives, visual content, and campaigns that drive engagement, brand awareness, and customer conversion through storytelling and creative digital tools. Digital Advertising explores the planning, execution, and optimisation of paid digital campaigns across platforms such as social media, websites, and mobile channels, with an emphasis on improving targeting, channel selection, and advertising effectiveness. Digital Analytics and AI introduces students to data-driven marketing using analytics tools and artificial intelligence, enabling them to evaluate market performance, understand consumer behaviour, and apply AI techniques to strategic decision-making. In Term 2, Social Selling and E-Commerce examines online sales ecosystems across B2C and B2B environments, covering website optimisation, digital marketplaces, cybersecurity, and performance analytics to support growth in digital commerce. Digital Communications Strategy develops a broader strategic perspective on digital marketing, focusing on brand analysis, digital audits, and the creation of integrated communication strategies that support organisational transformation. The Aston Global Advantage module runs throughout the programme and enhances employability by developing professional skills such as teamwork, leadership, communication, and career readiness. In Term 3, Digital Psychology and Buyer Behaviour explores how psychological principles influence online consumer decision-making, enabling students to design more effective and targeted digital marketing strategies across the customer journey. Digital Environment addresses contemporary challenges in digital marketing, including ethics, cybersecurity, and disruptive technologies, while preparing students for leadership roles in digital transformation. Applied Research Methods and Skills develops critical thinking, research design, and analytical capabilities, enabling students to evaluate evidence and conduct independent research in marketing contexts. Together, these modules create a strong balance between creativity, analytics, strategy, and technology, equipping graduates for careers in digital marketing, brand management, e-commerce, marketing analytics, consultancy, and digital transformation roles across global industries.