COURSE CURRICULUM

The MSc Digital Marketing program equips students with the knowledge and skills necessary to succeed in the evolving digital marketing landscape. Core modules provide a strong foundation in areas such as consumer behavior, ethical and innovative marketing practices, digital analytics, and strategic marketing decision-making. Students learn how to build customer insight, analyze online consumer data, and design integrated marketing communication strategies that combine digital and traditional channels effectively. The Research Methods for Marketing module develops an understanding of marketing research processes, enabling students to design and evaluate research for informed decision-making. Optional modules allow for specialization, with choices such as Digital Marketing Applications, which explores the tools supporting digital campaigns, and Services Marketing, which focuses on the unique dynamics of the service industry. Alternatively, students can undertake a Dissertation or a Practice-based Project to conduct independent research or solve real-world marketing problems. The Managing Digital Design and Web Development module offers insight into creating and managing web-based marketing content and applications. Overall, this course blends theoretical knowledge with practical experience, preparing graduates for professional marketing roles that require strategic, analytical, and creative expertise in the digital era.