Course summary

This course will provide you with an opportunity to develop your perspective on business and digital marketing that will enhance and expand your future careers. The course is delivered in a series of cycles integrating theory, skills and practical elements. Each cycle will introduce you to important foundational frameworks and will help you to put theory into practice across a range of real-world scenarios and contexts. The course content reflects the latest professional insights and academic research on business and digital marketing. To meet your personal development and employability needs, a substantial number of completely new modules have been developed which are aligned to current theory, skills and practice demands. By the end of your studies, you would also have gained knowledge of consulting on digital-marketing and business issues in a real-world context. This course was developed in response to the growing need for business management professionals to play an active role in acquiring, converting and retaining customers using digital channels. Success in delivering products and services to market, and sustaining competitive advantage, is increasingly driven by streamlined processes. These processes have increased the need for individual employees to become confident, evidence-based decision makers. This course will introduce you to the customer-centric strategies that enable organisations to integrate management, resourcing and communications into silo-free structures. The course also recognises the requirement for professionals to be able to analyse and evaluate digital marketing campaign performance in the face of active competition and constant changes in consumer purchasing preferences and behaviour. The course also anticipates the growing demand for professionals to understand how to strategies for business growth must also be supported by genuine sustainability and social responsibility. To support long-term career progression and professional durability, several modules are focused on career development, leadership abilities and collaborative work practices. Modules will provide you with the opportunity to engage in project-driven critical enquiry into SME, start-up and enterprise marketing contexts and problems. Working as client-facing consultants, you will deliver projects that showcase genuine commercial experience and outcomes. This combination of contemporary business management skills, digital campaign delivery and real-world experience will provide you with a competitive edge in the job market.