COURSE CURRICULUM

The MSc Digital Marketing curriculum provides a comprehensive blend of strategic marketing knowledge, digital expertise, analytics, and practical business application. The programme begins with core modules such as Digital Marketing, Strategic Marketing, Market Insights, and Measuring Marketing Performance, which develop an understanding of modern marketing strategies, market research methods, consumer engagement, and the evaluation of marketing effectiveness. Students also study Digital Marketing Analytics, gaining skills in web, social media, and mobile analytics to generate data-driven insights and improve campaign performance. The curriculum is supported by pre-study courses in Python programming and advanced study skills, enhancing both technical and professional capabilities. A wide range of optional modules allows students to explore specialised areas including AI and Data Analytics in Business, Consumer Behaviour, Brand Strategy, Global Marketing Management, Marketing for a Better Sustainable World, Marketing Communications in Virtual Worlds, and emerging marketing trends. These modules provide knowledge of digital technologies, branding, sustainability, international markets, customer psychology, and innovative communication strategies. The programme concludes with an applied challenge, marketing project, or dissertation, enabling students to conduct independent research and solve real-world business problems. Overall, the curriculum combines analytical thinking, strategic decision-making, digital marketing expertise, and practical experience, preparing graduates for successful careers in digital marketing, brand management, marketing analytics, consulting, and related business field.