MSc Digital Marketing and Analytics

This module explores the key theories, models, and frameworks used to identify and assess market opportunities. It looks at how organisations select target markets and evaluate marketing choices. The aim is to support effective and sustainable marketing mix decisions. You'll focus on the strategic role of marketing as part of long‑term business strategy. The module also explores sustainable competitive advantage and the importance of understanding the dynamic market environment. You’ll learn how marketers set long‑term goals while delivering short‑term, tactical solutions in an increasingly digital and sustainability‑focused world.

In this module, you'll examine the considerations of a digital marketer to address the behaviour and expectations of a modern customer. This is 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 to be able to deliver digital marketing in the workplace. You'll adopt the role of digital marketing consultant and undertake a practical case study.

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. This includes computing, cyber-psychology, sociology, consumer behavior, and marketing. You'll then consider the evolution and range of social media platforms. You'll examine 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. You'll focus 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. The module also covers key concepts and models in e-commerce strategy, such as discoverability and buyability of product ranges. Finally, you'll 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 career. You'll develop analytical, evaluative, digital, and lifelong learning skills by investigating a relevant problem in digital marketing and exploring a range of relevant literature. You'll develop knowledge and skills of the research process and apply research methods to design, manage, and execute an appropriate research project.