COURSE CURRICULUM

The Digital Marketing MSc at Northumbria University offers a combination of core and optional modules designed to provide both theoretical knowledge and practical skills relevant to the digital marketing industry. Core modules include Research Methods and Analytics for Business Practice, Strategic Marketing in the Digital Era, The Digital Customer Journey: Data, Profiling and CRM, and Developing Leadership Capability for Professional Practice. These modules equip students with analytical, strategic, and leadership skills, enabling them to understand consumer behavior, design data-driven marketing strategies, and manage digital campaigns effectively. Optional modules allow students to tailor their learning to specific interests, including Marketing Metrics and Analysis, Digital Campaign Management and Media, Performance Marketing and Search Strategy, and Social Media Intelligence and Strategy. Students also have opportunities to undertake substantial applied projects, such as the NBS Masters Consultancy Project, the Newcastle Business School Masters Dissertation, or the Masters’ Management Enquiry, enabling them to integrate their learning into real-world business contexts. The program balances academic rigour with practical application, providing the skills to analyse digital data, implement marketing strategies, and evaluate campaign performance. Graduates gain a comprehensive understanding of digital marketing principles and practice, preparing them for a wide range of careers in marketing, digital media, customer engagement, and strategic business roles across multiple industries.