COURSE CURRICULUM

The core modules of the MSc Digital Marketing program provide students with a robust foundation in both theoretical knowledge and practical skills essential for a career in digital marketing. The Independent Project allows students to undertake a substantial research or applied project, integrating learning from across the program and demonstrating their ability to develop, implement, and evaluate digital marketing strategies in real-world contexts. Relationship Marketing with Databases and AI focuses on leveraging data and artificial intelligence to build and manage long-term customer relationships, enhance targeting, and improve customer engagement through personalised marketing approaches. Social Media Marketing and Digital Advertising equips students with the skills to design, execute, and analyse campaigns across various digital platforms, fostering an understanding of audience behaviour, content creation, and campaign optimisation. The Research Methods module provides essential skills in designing, conducting, and evaluating research, enabling students to make data-driven decisions, critically assess marketing performance, and apply evidence-based strategies. Together, these modules develop a combination of analytical, technical, and strategic competencies, preparing graduates to address contemporary challenges in digital marketing. By integrating practical application with critical understanding, students gain the expertise to manage digital campaigns, harness emerging technologies, and contribute effectively to marketing strategies in professional and entrepreneurial contexts.