COURSE CURRICULUM

The MSc Digital Marketing with Advanced Practice at Northumbria University is structured to develop students’ expertise in both digital marketing and leadership, combining academic study with practical experience. In the first year, students complete core modules covering strategic marketing in the digital era, leadership and professional practice, research methods and analytics, the digital customer journey including data, profiling and CRM, digital campaign management, and marketing metrics and analysis. These modules provide a strong foundation in digital marketing theory and practical application, while also enhancing critical thinking, analytical, and leadership skills. The year also includes a Masters dissertation, allowing students to undertake an in-depth research project to consolidate their learning. In the second year, students engage in the Advanced Practice stage, choosing between an internship or a group consultancy project. Internship students apply their skills in a professional setting while continuing their dissertation, gaining valuable work experience and industry insight. Students undertaking a consultancy project have the opportunity to work on real business challenges, with the potential to progress to an applied management work investigation alongside their dissertation, depending on project performance. This combination of rigorous academic study, research, and practical experience prepares graduates for careers in digital marketing, business management, and consultancy roles, enhancing both employability and professional competence.