COURSE CURRICULUM

This extended master's programme in Digital Marketing and Communications combines advanced academic study with practical industry experience to prepare students for leadership roles in the modern marketing sector. A distinctive feature of the course is the Advanced Practice module, which provides students with an opportunity to gain valuable real-world experience through vocational internships with external organisations, research or development placements on campus, or employer-led projects. These experiences are designed to enhance employability, strengthen professional skills, and complement academic learning while aligning with students' individual interests and career aspirations. Academic supervisors provide guidance and support throughout the placement period, helping students reflect on their experiences and professional development. The programme develops expertise in digital communication strategies, platforms, and technologies while exploring integrated marketing communications and consumer behaviour in digital environments. Students analyse the factors influencing digital marketing communications and their impact on businesses, consumers, and policymakers. The course also explores emerging issues affecting business and society, drawing on perspectives from business, marketing, social sciences, and the humanities. Inspired by the United Nations Sustainable Development Goals, students critically examine sustainability, global challenges, and contemporary developments within the business environment. Strategic thinking and leadership skills are strengthened through the study of global business challenges, entrepreneurship, innovation, and organisational adaptation in increasingly complex and competitive markets. Students apply strategic theories and practical tools to real organisations and case studies, gaining experience in developing and implementing effective strategies. The programme also equips students with essential marketing techniques and professional tools required to create strategic value for organisations and clients in rapidly changing markets. Finally, students complete an independent master's project that integrates their academic learning with workplace or organisational practice, encouraging reflection, continuous development, and the practical application of knowledge. Graduates leave with advanced marketing expertise, professional experience, and strong employability skills for careers in digital marketing, communications, strategy, and business management.