COURSE CURRICULUM

The MSc Digital Marketing program is structured to provide students with a comprehensive understanding of digital marketing strategies and business management, with most modules carrying 20 credits and the masters dissertation worth 60 credits. Students begin with strategic marketing in the digital era, exploring contemporary marketing concepts, digital strategies, and the role of technology in shaping marketing practices. Developing leadership capability for professional practice focuses on building essential leadership and professional skills, enabling students to manage teams and projects effectively within dynamic business environments. Research methods and analytics for business practice equips students with the tools to collect, analyse, and interpret data to support informed decision-making and evaluate marketing strategies. The digital customer journey module examines consumer behaviour, profiling, and customer relationship management, helping students understand and engage audiences effectively. Digital campaign management and media provides practical skills for designing, executing, and optimising marketing campaigns across multiple digital platforms. Marketing metrics and analysis develops the ability to measure campaign performance, interpret analytics, and apply insights to improve outcomes. Academic language skills for postgraduate business students support effective communication and professional presentation. The program culminates in the Newcastle Business School masters dissertation, allowing students to undertake an in-depth research project that demonstrates critical thinking, analytical ability, and the application of digital marketing and business knowledge to real-world challenges. Overall, the MSc prepares graduates for successful careers in digital marketing and related fields.