Digital Marketing and Analytics MSc

30 credits

This module provides you with a comprehensive understanding of digital marketing principles and strategies. You'll explore essential topics such as the digital marketing environment, the marketing mix, digital marketing strategy, multi- and omnichannel marketing, and performance management.

Dive into the transformative role of AI in strategic decision-making, discovering how it can enhance customer segmentation, personalisation, and campaign optimisation.

Through hands-on exercises and real-world case studies, you'll develop practical skills in crafting and evaluating effective digital marketing strategies. By the end of this module, you'll be equipped with the knowledge and tools to confidently develop and manage successful digital marketing campaigns in today's fast-paced, competitive landscape.

15 credits

This module gives you the knowledge and practical skills to master a range of digital marketing tactics, tools, and platforms essential for running successful online campaigns.

You'll explore key areas such as search engine marketing, email marketing, social media, and programmatic advertising, gaining the expertise to select, implement, and optimise these tools and tactics effectively.

By integrating these techniques into a broader marketing strategy, you'll be prepared to confidently create and manage impactful digital marketing campaigns that drive results.

15 credits

This module focuses on how people buy and use products, and how they react to marketing action. You will:

• apply this buyer behaviour information to specify marketing goals and define an effective services strategy;
• critically evaluate the latest research developments in buyer behaviour, such as customer loyalty, satisfaction, advertising effectiveness, branding, pricing and store atmospherics;
• take a scientific approach, based on evidence and theory, to understand the practical application of research findings and to identify areas where further investigation may be needed; and
• evaluate the most appropriate methods of investigation and analysis.

30 credits

This module gives you the knowledge and hands-on skills essential for marketing analytics. You'll be introduced to core concepts, tools, and techniques in data analytics, including data collection, pre-processing, and visualisation.

Explore key topics such as web analytics, KPIs, A/B testing, AI and machine learning applications, and marketing attribution models, all with a strong focus on real-world digital marketing scenarios.

By the end of this module, you'll confidently apply advanced analytics to evaluate digital marketing campaign performance, make data-driven decisions, and navigate privacy and ethical considerations in a marketing context.

30 credits

Understand the elements of effective market research. Collect primary data that is valid and reliable for management purposes. Develop practical skills in data analysis to transform this raw data into information that guides marketing decisions. This module can act as a launch pad for a career in market research within the wider marketing industry.

The skills you learn in this module also prepare you for your dissertation. Learn to critically evaluate commercial and academic published research, construct and execute a programme of research, and analyse and present the results.

The module is delivered through a combination of class sessions, workshops and computer mediated practical sessions covering both quantitative and quantitative aspects of data collection and analysis.

60 credits

This module offers you the opportunity to research a specific area of digital marketing in depth.

You'll identify a key issue or problem, investigate it using relevant theories and research methods, and produce a dissertation that's not only grounded in theory but also offers practical insights.

You'll have the opportunity to refine your research skills, manage an independent research project, and apply the knowledge and expertise gained from other modules in the course.

This module is designed to help you develop advanced research capabilities while building your profile as a critical, independent, and creative thinker.

60 credits

This module equips you with the knowledge, skills, and practical experience to tackle a real-world digital marketing challenge through a consultancy project.

You'll work to solve a genuine problem and provide actionable recommendations for a business client, supported by workshops and guidance from a dedicated project supervisor.

Your project can focus on any aspect of the course, from strategic digital marketing to tactical planning and performance management, giving you the chance to apply your learning in a meaningful and impactful way.

120 credits

The Professional Placement module is a core module for those students following a masters programme that incorporates an extended professional placement that follows completion of the first 180 credits of taught modules and project or dissertation. It provides students with the opportunity to apply their knowledge and skills in an appropriate working environment, and to develop and enhance key employability skills and subject specific skills in their chosen subject.

It is the responsibility of individual students to locate and secure a suitable placement opportunity; this will normally involve one placement which must be completed over a minimum period of 10 months and within a maximum of 12 months. The placement must be approved by the module leader prior to commencement to ensure its suitability.