COURSE CURRICULUM

This course offers a comprehensive curriculum designed to equip students with the practical and strategic skills necessary to thrive in the fast-evolving digital marketing landscape. It begins with foundational modules like Applied Digital Marketing Analytics (30 credits), where students learn to leverage data and analytical tools to inform strategic decisions and evaluate marketing performance. In parallel, Content Creation and Campaign Management (30 credits) enables students to master storytelling, branding, and audience targeting while developing multi-channel marketing campaigns that engage and convert audiences. Complementing this is Digital Channels and Optimisation (15 credits), which delves into integrated communications across platforms such as social media, email, and content marketing, teaching students how to optimize campaigns for maximum reach and consistency. The course also focuses on customer engagement through Digital Customer Experience (15 credits), providing practical opportunities to work on real-world briefs with industry partners. Emerging Digital Technologies (15 credits) challenges students to think as digital disruptors, exploring innovations like AI, blockchain, and the metaverse to create immersive marketing solutions. Ethical considerations are addressed in Ethics in Digital Marketing (15 credits), emphasizing responsible practices around data privacy, transparency, and social responsibility. The strategic aspect of the discipline is solidified through Digital Marketing Strategy and Planning (15 credits), where students learn to design data-driven strategies aligned with business goals. Culminating the program is the Independent Business Research in Digital Marketing (45 credits), where students apply their accumulated knowledge in a substantial project or consultancy-based assignment, tackling real-world business problems and producing professional-standard reports. Together, these modules ensure that graduates emerge as technically skilled, strategically minded, and ethically aware digital marketers, capable of making a significant impact in a data-driven, tech-centric marketing environment.