COURSE CURRICULUM

The MSc Digital Marketing programme offers a comprehensive curriculum that develops both strategic marketing knowledge and practical digital expertise. Students begin with Principles of Marketing, which provides a foundation in key marketing concepts, theories, and contemporary business practices. Understanding the Customer Experience focuses on consumer behaviour and customer journey management, helping students understand how organisations create meaningful and engaging experiences across digital and physical channels. Strategic Global Marketing examines marketing in an international context, exploring how businesses develop competitive strategies in diverse and rapidly changing global markets. Professional Practice enhances employability by developing professional, ethical, and leadership skills relevant to modern marketing careers. Advanced modules include Digital Marketing Operations, which explores the tools, technologies, and processes used to manage digital campaigns and marketing activities effectively. Dynamic Digital Marketing focuses on emerging trends, innovations, and the evolving nature of digital communication and engagement. Web Analytics and Digital Strategy develops students’ ability to analyse online data, measure performance, and create evidence-based marketing strategies. Customer Insight through Marketing Research equips students with research techniques used to understand consumer needs and support strategic decision-making. In the final stage of the programme, students choose between a Consultancy Experience Project, involving real-world business challenges, or a Business Research Project, allowing in-depth academic investigation. Together, these modules develop analytical, creative, and strategic skills, preparing graduates for successful careers in digital marketing and related fields.