Course summary

In a crowded global digital marketplace, understanding digital techniques and how marketing, media and data analysis works is more crucial than ever, and are key skills today’s employers look for. On this course you will explore the foundational principles of marketing, marketing insights, analysis and research processes, complementing this with digital research methods and embedding this within a framework of wider context and understanding, from digital media as a persuasive tool, to its role in marketing and advertising in our everyday lives. You will take a detailed look at of the study of digital media and the production and management of digital media content alongside developing media planning and digital marketing strategy skills. By studying influencer culture, you will use theory to explain how they function within digital marketing, and reflect critically on social media influencers as both content providers and an industry. Consumer behaviour describes the thoughts and feelings people have when they make a purchasing decision. By studying consumer behaviour and digital communications strategies, you will be able to explain and discuss how brands function as marketing communication tools, and critically evaluate the ethical dimensions of consumption across all sectors, being mindful of social responsibility and sustainability. In today’s marketing environment and data-driven world, data analysis plays a key role in organisational decision making. You will gain a grounding in data analysis, and how the use of big data and market intelligence can be applied to business issues. You will study both academic and industry research and practice, and apply the knowledge and skills learnt to real-world research problems. The course will give you the ability to analyse and present your findings, communicating complex data for a variety of audiences. The MSc in Digital Marketing is designed for graduates and professionals wanting to develop the skills and competencies need for a career in digital industries and marketing and communications sectors.