COURSE CURRICULUM

The MSc Digital Marketing with Advanced Practice course combines academic knowledge with practical industry experience to prepare students for leadership roles in the fast-growing digital marketing sector. A key feature of the programme is the Advanced Practice module, which provides valuable real-world experience through research projects, employer-led initiatives, virtual work opportunities, or internships with external organisations. This practical experience allows students to apply their academic learning in professional environments, improve employability, and strengthen their transferable skills through reflective practice and professional development activities. The Digital Innovation and Change Management module develops a critical understanding of leadership, innovation, and organisational change in response to rapidly evolving digital markets and disruptive technologies. Students explore how businesses can adapt their infrastructure, processes, culture, and people management strategies to support digital transformation and sustainable growth. The Digital Marketing Communications module provides knowledge of digital communication strategies, platforms, and integrated marketing communications while examining the consumer behaviour theories that underpin successful campaigns and customer engagement strategies. Through the Digital Optimisation, Analytics and Metrics module, students learn to interpret and apply marketing data to improve online customer experiences and maximise business return on investment. By analysing customer interactions, digital journeys, conversions, and engagement metrics, students develop data-driven decision-making skills that are highly valued by employers. The Professional Marketing Project enables students to apply the knowledge gained throughout the course to a work-based or industry-focused project tailored to their career interests. Supported by research methods and reflective practice, this project develops independent learning and problem-solving abilities. The Strategic Digital Marketing module equips students with the knowledge and skills needed to create effective digital marketing strategies that align with organisational objectives, incorporating areas such as planning, finance, control, and strategic decision-making. Overall, the programme develops graduates with expertise in leadership, analytics, communication, innovation, and strategy, preparing them for careers in digital marketing management, consultancy, business development, entrepreneurship, and digital transformation across a wide range of industries.