COURSE CURRICULUM

The MSc Digital Marketing at Liverpool John Moores University provides students with a comprehensive understanding of marketing in the digital era, combining theoretical knowledge with practical application. The program covers key areas such as experiential marketing, digital marketing communications, campaign management, and digital strategy and planning, enabling students to develop the skills necessary to create, implement, and evaluate effective marketing campaigns across multiple digital channels. Emphasis is placed on understanding digital consumer psychology, giving students insight into customer behaviour and decision-making processes, and enhancing their ability to engage audiences effectively. Students also develop expertise in data collection, research insights, and analytics, equipping them with the tools to measure campaign performance and make evidence-based decisions. The Marketing Project allows for hands-on application of learning in a real-world or simulated setting, fostering problem-solving, creativity, and strategic thinking. Additionally, the Digital Industry Masterclass Series exposes students to current trends, best practices, and industry perspectives, bridging the gap between academic study and professional practice. By the end of the program, graduates gain the knowledge, technical skills, and practical experience required to excel in digital marketing roles, including strategy, campaign management, analytics, content creation, and consumer engagement within diverse sectors and industries.