MSc Digital Marketing Management

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. This is critical because, regardless of size of sector, every company utilizes digital technologies in its daily operations and this must be managed effectively. Digital marketing strategies help marketers face challenges arising from digital transformation as well as leveraging success from the growing opportunities of digital platforms.

By the end of the class you'll have the skills required to create digital marketing strategies and make appropriate use of marketing tools across a broad spectrum of multi-channel marketing activities.

This class provides you with an understanding of the principal concepts of consumer behaviour. This acknowledges the central role of consumers in marketing strategy but expands beyond traditional buyer behaviour to explore ‘having’ and ‘being’ as value formation processes that influence the way we feel and live.

By the end of this class, you should be able to analyse consumer behaviour, drawing on theoretical constructs and models to analyse and explain consumption across a range of contexts.

This class provides a detailed understanding of brand theory and application of key brand strategies. Class content is rich in branding theory, and you'll put the theory to practice applying key branding applications to major global brands. You'll gain a clear appreciation of the role of brand strategy within the corporation’s operating plan. This will entail consideration of environmental factors causing changes to the structure and composition of the brand portfolio as well as discussion of conceptual issues surrounding the strategic roles of brand management.

By the end of the class, you'll have the skills required to manage effectively in a global brand environment.

This class is taken alongside core Marketing classes, supporting you to develop skills associated with academic writing, presentations, group work and research needed to complete a postgraduate programme. This responds to feedback from industry that emphasises the need for high standards of performance in skills and business practices. This supports the more conceptual learning in Marketing, as well as developing the potential of our graduates to become senior business managers who work in global markets. 

This class explores sustainability and the role of marketing in society as an agent of change. Marketing has a substantial role to play in tackling the biggest challenges in our society, and in particular, driving societal discourse and market change towards the attainment of the Sustainable Development Goals (SDGs). A number of different techniques are explored to identify and exploit vectors for change through different approaches to understanding market systems, targeting key stakeholders to drive change, and marketing tactics for reshaping market, organisational and consumer behaviour.

By the end of the class, you should be equipped to challenge marketing roles, particularly around product–service development, business models, positioning and communication, to engage in greater levels of sustainability.

This class provides you with practical skills required to design and lead research in marketing. This builds on the need to understand the market, competitors and customers and the role of secondary, qualitative and quantitative research in doing so. Underpinned by the Marketing Research process, students will move through problem formulation, research design, data collection, data analysis and presentation of findings.

By the end of the class, you should be able to utilise a range of traditional and digital data collection methods to address marketing problems, devise solutions and assess outcomes.

This class provides a detailed understanding of academic thinking and hands-on, industrially relevant, skills in eMarketing practice. This includes 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 class is delivered in part by digital marketing professionals from a leading independent agency in the UK.

By the end of the class, you should have practical and creative skills necessary to design, develop and implement digital and emerging media.

This class explores the role of the supply chain and Industry 4.0 in driving digital transformation for more sustainable, flexible, efficient and innovative operations. This is underpinned by consideration of the need for such transformation to reduce vulnerability, build resilience and establish competitiveness in increasingly disruptive markets. Spanning topics such as circular strategy, modern slavery and clean technologies, an emphasis is placed on transformation for positive change to address grand global challenges.

By the end of the class, you'll have an appreciation of criticality of the supply chain in realising marketing goals and driving change, and be able to identify relevant technologies that support this.

This class will explore relevant marketing communications theories, consider the role and purpose of marketing communications, critically review constituent components of the marketing communications mix and consider how marketing communication tools are used in practice. The role of Marketing Communications in bridging the gap between an organisation and its many stakeholders and providing a face voice for organisations will be emphasised. In particular, the class will consider the need for and management of Integrated Marketing Communications (IMC).

By the end of the class, you'll be able to identify factors that impact upon the selection, implementation and evaluation of effective IMC and use this to develop communications strategy. This is an exciting, vibrant and contemporary topic that can contribute to laying the foundations for future careers in marketing.

As an MSc Digital Marketing Management student you'll undertake a novel research project. Taking part in a Digital Marketing Clinic where local businesses will present digital marketing challenges and operational issues, you'll develop bespoke solutions. This will form the basis of a Digital Marketing Transformative Plan, which you'll present in a final project report that tests you digital, analytical and communication skills.