MSc Digital Marketing and Analytics

This module will allow you to examine the key theories, models, and frameworks that support the identification and assessment of market opportunity, the selection of target markets, and the evaluation of choices available to marketers to ensure successful and sustainable marketing mix implementation. You'll focus on the strategic dimension of marketing, which is a key component of long-term corporate strategy. You'll also explore sustainable competitive advantage and how marketers must understand the dynamic environment to identify long-term objectives and deliver short-term tactical marketing solutions in an increasingly digital and sustainably aware world.

In this module, you'll examine the considerations of a digital marketer in addressing the behaviour and expectations of the contemporary customer in both business-to-consumer (B2C) and business-to-business (B2B) markets, be they local, national, or global. You'll build digital marketing knowledge and practical skills required to deliver digital marketing in the workplace, and undertake a practical case study where a digital marketing consultant role is adopted.

This module will help you gain an understanding of social media theories/applications and digital research. You'll study research literature from a wide range of disciplines, including computing, cyber-psychology, sociology, consumer behavior, and marketing. You'll then consider the evolution and range of social media platforms, including convergence and hybrid media, exploring key concepts and models in social media strategy, such as consumer engagement, customer experience, e-word of mouth (e-WOM) and pervasiveness.

In this module, you'll build on generalised digital marketing by focusing on selling online and e-commerce, and third-party marketplaces such as Amazon and eBay. You'll consider the evolution and range of e-commerce platforms, including pure-play businesses and hybrid sales models, and cover key concepts and models in e-commerce strategy, such as discoverability and buyability of product ranges. You'll also study international issues such as accessibility, legal, and cultural issues.

This project will help you get equipped with the necessary tools and transferable skills to take into your subsequent careers. You'll develop analytical, evaluative, digital, and lifelong learning skills by investigating a pertinent problem in digital marketing and exploring a range of relevant literature. Working autonomously, you'll develop knowledge and skills of the research process and apply research methods to design, manage, and execute an appropriate research project.