COURSE CURRICULUM

The Digital Marketing MSc modules provide a comprehensive blend of theory and practical skills to prepare students for careers in digital marketing and communications. The course begins with Marketing Management and Practice, which introduces the foundational principles of marketing and their application in a professional context, helping students understand how organisations develop strategies to engage consumers effectively. Building on this, Consumers, Brands and Digital Communications Strategy explores consumer behaviour, the role of brands as communication tools, and how digital strategies influence purchasing decisions. Students gain insights into the psychological, social, and economic factors that shape consumer choices while critically considering ethical and social responsibility dimensions. Market Intelligence, Data Analysis and Research Methods equips students with the analytical skills necessary to interpret data, conduct research, and use big data and market intelligence to inform decision-making in real-world business scenarios. Producing and Managing Digital Content focuses on practical skills in creating, managing, and distributing digital media across various platforms, including social media, websites, and other digital channels, enabling students to plan and implement effective campaigns. Together, these modules integrate marketing theory, consumer understanding, digital strategy, and data-driven decision-making, providing a holistic education that equips graduates with both the technical and strategic capabilities required to succeed in the dynamic field of digital marketing.