COURSE CURRICULUM

The MSc in Digital Marketing is structured to provide students with a comprehensive understanding of both strategic and practical aspects of contemporary digital marketing. Students study a range of compulsory modules designed to develop core skills and knowledge necessary for success in the industry. Digital Tools equips students with practical expertise in using digital platforms, software, and analytics to support marketing campaigns and decision-making. Global Brand Management and Leadership focuses on developing the strategic skills required to manage and grow brands in competitive international markets. Strategic Marketing and Psychology in a Digital Era explores consumer behaviour, decision-making processes, and the application of psychological insights to marketing strategy. Digital Retail Environments – New Paths to Purchase examines emerging trends in e-commerce and omnichannel marketing, while Content Marketing and Campaign Management provides practical guidance on creating, delivering, and optimising engaging content across digital platforms. Innovation, Creativity and Digital Futures encourages students to explore new technologies, creative strategies, and forward-looking approaches in digital marketing practice. In addition to the compulsory modules, students choose one optional module, either the Digital Marketing Dissertation or the Digital Marketing Consultancy Project. These options allow students to apply their learning to an in-depth research study or a practical consultancy experience, integrating theory and practice. Overall, the course equips graduates with the skills, creativity, and strategic insight to succeed in a rapidly evolving digital marketing landscape.