Students must apply via one of the following online application forms:-
Post Graduate Certificate in Digital Marketing and Analytics (Full Time)
Course starts: 26 October 2020Apply now
The course aims to introduce you to contemporary marketing theory and practice, emphasising business-based data analysis as central to marketing practice today to provide a credible technical background in Digital Marketing.
Teaching and learning methods include lectures, seminars and group work which will encourage you to develop intellectual and cognitive skills. This includes a project, led by research-active academic staff, linking theory and practice.
You will learn about the latest research in the fields of digital marketing and analysis; the emphasis is on understanding research findings, rather than the research process. You will be engaged in locating, collecting, referencing, critiquing, applying evidence, challenging assumptions, questioning and interpreting contemporary research articles, conference papers and case studies.
Depending on the modules studied, you will be assessed via a range of methods including, reports, practical exercises, individual coursework, discussion papers and research plans.
Attainment of the Certificate and/or Diploma is on successful achievement of the following credits attributed to the modules of study:
All modules are at postgraduate level (level 7 in the UK’s national scheme).
Develop a critical understanding of both marketing as a discipline and the markets it operates in. Develop a range of transferable skills and competencies significant to obtaining a career in Digital Marketing and Data Analytics. Be introduced to contemporary marketing theory and practice in a novel way that gives an overview of wide range of different contexts from local, to national, international and global.
Gain a sound underpinning in data science knowledge in terms of the range of problems associated with data science and digital marketing analysis. Gain understanding of research skill and methodology. Understand the general Data Science lifecycle (collect, clean, analyse, share, act) to gel your skills and knowledge.
You still study the same modules as the Postgraduate Certificate plus:
Understand social media theories/applications and digital research. Consider the evolution and range of social media platforms including convergence and hybrid media. Learn key concepts and models in social media strategy such as consumer engagement, customer experience, word of mouth (e-WOM) and pervasiveness, use of augmented reality and VR in social media. Review the wide range of metrics used and their relative strengths, weaknesses and validity. Examine the use of analytics within and across different platforms. Undertake a social media audit and videography project to ensure that theory and practice are linked in an action learning approach. Consider international issues such as accessibility due to infrastructure, political or economic issues, legal and cultural issues
Plus one optional module (30 credits):
If you wish to progress onto an MSc, you will be required to undertake a further 60 credit MSc Project. You will be required to undertake an independent research project which alone represents 33% of your overall degree. Tutor support will be offered to guide you through this process.
We usually expect applicants to hold a 2:2 degree in a mathematical, computing or business subject. Some knowledge/experience of computer programming is also required. Those with extensive business experience may also be considered. Please contact us to discuss further.
The Postgraduate Certificate can be studied over 7 months part-time or 4 months full-time.
The Postgraduate Diploma can be studied over 16 months part-time or 7 months full-time.
This course is subject to approval.
Fees for 2020/21 are:
Fees for 2021/22 are:
The Skills Boost North East Discount is a 20% waiver on the full cost of course fees for postgraduate taught Masters courses for any worker who has been furloughed, has been made redundant, or is likely to be made redundant and who has a local connection to the North East region. Read more about the discount.
This information was correct at the time of publication.
As the course links directly to changing skills requirements of employers, you’ll be ready to step into senior roles in the Marketing or Computing sectors such as Digital Marketing Manager, Marketing Analytics Manager or Head of Data Analysis when you graduate.
Some of the companies which employ our graduates include: Microsoft, IBM, Nike, Adidas, P&G, Lloyds TSB, Marriott Hotels, and the NHS.
Sign up to receive emails about your subject area.
Using Your Personal Information
The University of Sunderland is collecting this data in order for you to receive information on your chosen subject(s). Your information will be stored securely in our Customer Relationship Management system which is provided by a 3rd party and used only for the administration and provision of this information. Should you choose to opt in to further communications we will also use your information to facilitate other useful marketing information based on your preferences. Further information on how your data is stored and used can be found in our Privacy notice - marketing.