COURSE CURRICULUM

MSc Digital Marketing course will provide you with comprehensive skills and knowledge in digital marketing, including branding, communication, digital media, and analytics, preparing you for strategic roles in a rapidly evolving business environment. The Digital Relationship Marketing unit introduces techniques for engaging customers using emerging digital technologies, enabling you to leverage customer insights to inform marketing decisions, create competitive advantage, and understand patterns of customer behaviour and brand engagement for targeted marketing. Marketing in the Digital Era focuses on devising digital marketing strategies, conducting online market research, and preparing digital marketing plans, while developing a critical awareness of the role digital marketing plays in business success and how organisations manage complex issues through online brand communication, digital interaction, and consumer transformation. Business Analytics equips you with practical skills to analyse data, solve problems, and make informed recommendations to improve business performance. The Strategy unit further develops your ability to evaluate business environments, apply strategic analysis tools, formulate strategies, assess organisational positions, and implement decisions effectively. The program concludes with a Capstone unit, where you integrate theory and practice through an independent research project on a topic relevant to your field, supported by research methods training and guidance from a supervisor. This ensures graduates leave with both the analytical and practical expertise required to lead digital marketing initiatives and drive business growth.