COURSE CURRICULUM

The MSc in Digital Marketing offers a range of modules designed to develop both theoretical knowledge and practical skills for the modern digital workplace. Strategic Digital Marketing explores core areas such as digital marketing strategy, SEO, website optimisation, YouTube and display advertising, with effectiveness measured using tools like Google Analytics. Social Media & Content Creation examines the rise of social platforms, the evolution of networks, and debates around ethics, the creator economy, and content production, enabling students to become effective digital content creators. Digital Diversity highlights the importance of inclusivity in the digital environment, covering issues such as the digital divide, discrimination, regulation, and workforce planning. The Professional Digital Marketer focuses on career development through goal setting, digital footprint audits, web portfolio design, networking, and effective use of AI. E-Commerce provides insight into online consumer behaviour, personalisation, marketing models, and performance analysis. Digital Futures looks at emerging technologies and trends such as AI, blockchain, wearables, and futurology to prepare students for the evolving digital landscape. Finally, students can choose between a dissertation, offering original research, or a practitioner-focused digital project, giving them flexibility to align their studies with personal career goals and professional aspirations.