Course summary

Develop your understanding of digital marketing strategy, together with the technical and analytical skills needed to work in this data-driven industry – client or agency-side. Combine traditional marketing knowledge with digital, analytical and social expertise – harnessing global trends in mobile, cloud computing, consumer behaviour and social technologies, and learning how different marketing elements (web, email, social media, affiliate, display advertising) can work together as part of an integrated campaign to target, monitor and convert audiences. You’ll learn how to gather digital data using a variety of industry tools, analyse your findings using statistical software (from SAS to SPSS), and explore how businesses use this data to construct multi-dimensional customer profiles that not only describe their past actions but also predict their future trends. You’ll also finely examine the role that an organisation’s website can play in its digital marketing strategy and the tools available to measure its effectiveness. You’ll learn the principles of designing and building a site, creating and organising content and using analytics to listen, monitor, manage communications and improve user experience – working towards your Google Analytics Individual Qualification (GAIQ). In your final term, choose between a written dissertation or a live consultancy project – teaming up with local businesses and working with live data to propose solutions to problem proposals. Graduate business-ready Graduate with the skills of a modern marketer: creativity, analytics, web and digital – attractive to marketing employers and digital agencies worldwide, able to work in areas like web analytics, social media, content marketing, digital advertising and data analysis. Our alumni have worked on campaigns for organisations such as AC Milan and Ferrero Rocher as well as revitalising family businesses and launching their own start-ups.