COURSE CURRICULUM

The Digital Marketing MSc is structured around a set of core modules that provide a comprehensive understanding of digital marketing strategy, tools, and consumer behaviour. Modules such as Social Media, Influencer, and Campaign Management, and Digital Consumer Journey and E-Commerce Strategy equip students with practical skills to plan, execute, and evaluate marketing campaigns across digital platforms, while Marketing Management in the Digital Age and Strategic Marketing Communications provide insights into strategic decision-making and effective communication in a digital context. Contemporary Marketing Practice and AI and Creative Tools for Digital Marketers introduce students to innovative techniques, including the use of generative AI, to enhance creative content, customer engagement, and campaign effectiveness. Principles of Data Analytics and Marketing Research develop analytical and research skills, enabling students to collect, interpret, and apply data to make informed marketing decisions. Marketing in Society encourages critical reflection on the ethical, social, and cultural implications of marketing activities. The Project Dissertation serves as a capstone, allowing students to integrate their learning through independent research or practical projects, developing problem-solving, analytical, and project management skills. Together, these modules prepare graduates for careers in digital marketing, e-commerce, social media strategy, brand management, and marketing analytics, providing the expertise, creativity, and analytical capability required to succeed in a rapidly evolving digital marketing landscape.