COURSE CURRICULUM

The core modules of the MSc Digital Marketing Leadership program are designed to develop strategic, analytical and leadership skills for senior roles in digital marketing. Digital Business Strategy explores how modern organisations operate in digital environments, covering data management, digital risk, legal issues, innovation and global digital markets. Digital Marketing and Data Analytics in International Business focuses on using digital tools to support business operations, stakeholder communication, market research and customer experience enhancement. Social Media Marketing and Analytics provides in-depth understanding of how to design, implement and evaluate effective social media campaigns, while addressing ethical considerations and performance measurement. Leadership in Client Management develops the skills needed for client-facing roles through live projects, teamwork and pitching, supported by research-informed decision-making. Digital Channels Planning and Campaign Management examines the strategic planning and execution of integrated digital campaigns, including audience segmentation, content creation, optimisation and budgeting. Digital Leadership builds the mindset and capabilities required to lead digital transformation, manage innovation, guide virtual teams and address cybersecurity and ethical challenges. Optional pathways include an independent professional project, a business consultancy module or a work placement, allowing students to apply learning in practical or professional contexts. Together, these modules prepare graduates for leadership roles in the digital marketing sector.