COURSE CURRICULUM

The MSc Digital Marketing program offers a comprehensive curriculum designed to equip students with the knowledge and skills needed to thrive in today’s fast-changing marketing landscape. In the first semester, students study core modules such as Strategic Marketing and Management and Grand Challenges, while also tailoring their learning through a range of optional modules. These options allow them to build expertise in areas such as programming, audience and market analysis, digital heritage, artificial intelligence, and promotional practices, ensuring flexibility to match individual career interests. The second semester builds on this foundation with compulsory modules in Digital Practices for Customer Engagement and Digital Technologies for Market Analysis, helping students to apply digital strategies to real-world contexts and better understand consumer behaviour. A substantial dissertation allows for in-depth research on a chosen area of digital marketing, while additional optional modules broaden learning into fields such as international marketing, immersive technologies, AI and society, or collaborative and technical projects involving cloud applications and advanced game environments. This carefully structured mix of theory, practice, and innovation prepares graduates to become adaptable, creative, and strategically focused digital marketing professionals, well-placed to succeed in a range of industries and global markets.