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MScDigital Marketing Management

Why this course?

We're 2nd in the UK for Marketing in the Complete University Guide Subject Tables 2019

Strathclyde’s MSc in Digital Marketing Management (DMM) has been developed in collaboration with industry in response to a growing need for graduates with digital marketing skills. The programme aims to enable you to become one of the next generation of digitally-skilled professionals.

Based in Strathclyde Business School’s highly-acclaimed Department of Marketing, the course curriculum draws on leading academic experts from across the business school. The course also benefits from the University's established relationships with industry and the involvement of industry partners in the development and delivery of the programme. This approach ensures that DMM meets the changing needs of the digital workplace and enables you to acquire the latest knowledge, best practice and the specialist skills to develop your career in digital marketing.

The eMarketing in Practice class is developed and delivered in collaboration with digital marketing professionals from a leading digital media agency. Experts will share their knowledge of digital marketing in practice, offering you an understanding and hands-on experience of established digital media, as well as emerging media.

The extent of industry collaboration and involvement in our Digital Marketing Management programme makes it an exceptional choice for your career progression.

In the Digital Transformative Project, you'll take part in a Digital Marketing Clinic where local businesses will present their digital marketing challenges and operational issues. You'll assist a businesses to develop a formal solution via a digital transformation plan.

What you’ll study

You'll study 10 compulsory classes over the two semesters and also enter into the preparation and early stages of the Digital Transformative Project. The entire focus of the summer term will be your Digital Transformative project.

The programme will provide you with a comprehensive understanding of digital technologies and their application for business purposes. Teaching and learning methods include lectures, case studies, presentations, workshops and a ‘hands-on’ real-life business project. Extensive independent study and group participation will be required for realising the potential benefits of the programme.

Core to the programme is its industry relevance and responsiveness, as well as academic thinking, theories and cutting-edge marketing and management practice.

Course content

The programme will provide you with a comprehensive understanding of digital technologies and their application for business purposes.

The academic year consists of three stages: Semester 1, Semester 2 and Summer Term.

Semester 1 Classes

Key Skills

This class provides early support for assessed classes by covering skills associated with academic writing at postgraduate level.

One of the aims common to all of our MSc programmes in the Department of Marketing is to develop the potential of our graduates to become senior business managers who work in global markets. As such, approaching tasks with a high level of professionalism, solving complex problems logically, working collaboratively in groups and excellent communication in the English language are crucial.

This class aims to develop these skills and in so doing, support the work in other classes.

Cross-Cultural Buyer Behaviour
An understanding of consumer behaviour is fundamental to the marketing process and an appreciation of different cultures is important for any international marketing strategy. In this class you'll consider the influence of culture on consumer behaviour.
Marketing Research in a Digital Age

The aim of this class is to prepare you to understand the fundamentals of market analytics in a digital age in order to become an effective marketer. It will provide you with the knowledge to develop skills in using digital analytics tools in order to make sense of both qualitative and quantitative data and evaluate the ways in which these impact on effective decision-making.

Strategic Digital Marketing

The class aims to equip you with a detailed understanding of a wide range of digital marketing theories and frameworks, together with online tools and techniques used in the process of strategy development and implementation. You'll have the opportunity to develop skills in the creation of digital marketing strategies and the appropriate use of marketing tools to a broad spectrum of multi-channel marketing activities.

Semester 2 Classes

eMarketing in Practice

During this class you'll develop practical and creative skills concerning interface design, managing user experience, e-commerce, social media, pay-per-click, SEO, affiliate marketing, email marketing, display advertising, mobile marketing, emerging media, online PR, online data analytics and insights.

The aim of the class is to provide you with a detailed understanding of academic thinking and hands-on industrially-relevant skills in eMarketing practice. The class is delivered in part by digital marketing professionals from a leading independent agency in the UK.

Supply Chain Digitalisation

Transformation to a digital supply chain requires that organisations build new skills and capabilities as well as managing culture change. Through a combination of academic lectures and insights from industry, this class aims to explore trends and the impact of digital technologies on supply chain management.

Contemporary Consumers

This class is designed to build on the Cross-Cultural Buyer Behavious class by developing in-depth knowledge of current thinking in the discipline and by analysing a range of contemporary consumer contexts.

Integrated Marketing Communications

Marketing communications bridge the gap between an organisation and its stakeholders, providing a face and giving voice to organisations. Marketing communications are recognised for their strategic and tactical roles in developing successful organisations, including commercial, not-for-profit, small and large-sized firms.

In this class, you'll explore marketing communications theories and consider the role and purpose of marketing communications. You'll also critically review constituent components of the marketing communications mix and consider how marketing communication tools are used in practice. In particular, you'll explore the need for and management of Integrated Marketing Communications (IMC) and identify those factors that impact on the selection, implementation and evaluation of effective IMC.

Leadership for Change & Innovation

The central premise of this class is that while prudent management is essential, it is not sufficient to assure sustainable business success. Leadership in any sector involves using creativity and vision to navigate a unique path through problems and times of uncertainty.

This class draws together the latest theories and practices in order to develop your skills and understanding for effective leadership in the context of change. You'll also gain an understanding of the practices of leadership in innovative project teams.

Business Information Systems

The class adopts a process-based approach, ie all discussion follows the logic of the business processes. You'll be introduced to Business and Information Systems (BIS) as well as the various types of IS, including the databases, Enterprise Resource Planning (ERP) systems, knowledge-based systems, corporate portals and collaboration support systems.

Lectures will provide you with the conceptual knowledge, and in tutorials you'll gain hands-on experience of using packages of the various IS categories.

Summer Term

Digital Transformative Project
The project will start in semester 2 when you'll identify a company for which you'll develop a digital transformative plan. Selected businesses will offer insights into their operations at a digital marketing clinic with a view to students developing bespoke solutions to their business challenges. You'll have the opportunity to explore specific problems related to digital marketing and management which will form the basis of your final project report. Networking and communication skills should be developed during this project.

Learning & teaching

Teaching and learning methods include lectures, case studies, presentations, workshops and a ‘hands-on’ real-life business project. Extensive independent study and group participation will be required for realising the potential benefits of the programme.

Assessment

A wide spectrum of assessment results will determine your final award, including, but not limited to, examinations, class tests, essays, class presentations, reports, projects, group work and class interaction.

Entry requirements

A first or upper second-class Honours degree, or overseas equivalent, in Marketing or a Business degree with a significant Marketing component.

Previous study of business and marketing is required for students to be able to contribute appropriately to class interaction and group work and to fully benefit from the skills development that goes beyond the basic aspects of marketing and management. Work experience in digital marketing and/or management is also advantageous to these studies, but not compulsory.

Students for whom English is not their first language must have a minimum of 6.5 IELTS score, with no individual score lower than 5.5, for entry to this programme.

Pre-Masters preparation course

The Pre-Masters Programme is a preparation course held at the University of Strathclyde International Study Centre, for international students (non EU/UK) who do not meet the academic entry requirements for a Masters degree at University of Strathclyde. The Pre-Masters programme provides progression to a number of degree options.

Upon successful completion, you will be able to progress to this degree course at the University of Strathclyde.

Fees & funding

2019/20

All fees quoted are for full-time courses and per academic year unless stated otherwise.

Scotland/EU

  • £13,000

Rest of UK

  • £13,000

International

  • £21,150

How can I fund my course?

Scholarship search

Take a look at our scholarship search for all funding opportunities.

For all Strathclyde Business School postgraduate taught programmes

Scottish and non-UK EU postgraduate students

Scottish and non-UK EU postgraduate students may be able to apply for support from the Student Awards Agency Scotland (SAAS). The support is in the form of a tuition fee loan and for eligible students, a living cost loan. Find out more about the support and how to apply.

Don’t forget to check our scholarship search for more help with fees and funding.

Students coming from England

Students ordinarily resident in England may be to apply for postgraduate support from Student Finance England. The support is a loan of up to £10,280 which can be used for both tuition fees and living costs. Find out more about the support and how to apply.

Don’t forget to check our scholarship search for more help with fees and funding.

Students coming from Wales

Students ordinarily resident in Wales may be to apply for postgraduate support from Student Finance Wales. The support is a loan of up to £10,280 which can be used for both tuition fees and living costs. Find out more about the support and how to apply.

Don’t forget to check our scholarship search for more help with fees and funding.

Students coming from Northern Ireland

Postgraduate students who are ordinarily resident in Northern Ireland may be able to apply for support from Student Finance Northern Ireland. The support is a tuition fee loan of up to £5,500. Find out more about the support and how to apply.

Don’t forget to check our scholarship search for more help with fees and funding.

International students

We have a large range of scholarships available to help you fund your studies. Check our scholarship search for more help with fees and funding.

Please note

The fees shown are annual and may be subject to an increase each year. Find out more about fees.

Careers

The involvement of industry partners in the programme’s development and delivery aims to ensure that the curriculum is relevant to the continuously changing needs of the digital workplace. As a result of this uniquely dynamic university-industry collaboration, you'll have the opportunity to acquire an up-to-date knowledge and the specialist skills with industry best practice.

Successful completion of this Masters programme will significantly enhance your employment prospects in the digitalised marketplace. You will be qualified to apply for a wide range of positions (e.g. Marketer, Manager, Strategist, Consultant, Data Analyst etc.) in industry sectors such as finance, the health sector and the public sector, where employers are willing to pay a high premium for employees who are able to fill the digital skills gap in the workplace.

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Digital Marketing Management

Qualification: MSc, Start date: Sep 2019, Mode of delivery: attendance, full-time

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