MSc Digital Marketing Management (January)

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.

Key Skills provides the skills required for assessed classes, including the Digital Transformation project. Feedback from industry and business has emphasised the need for high standards of performance in skills and business practices, which support the more conceptual learning in Marketing. This module includes development of skills in literature reviews, case studies, presentations skills and management of group work.

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.

Understanding consumers is central to the business of marketing strategy. This class aims to move beyond the traditional focus upon the act of buying (buyer behaviour), to focus on having and being as fundamental processes in value formation.

Consumer behaviour in this regard is more than buying, it also embraces the study of how having (or not having) things affects our lives, and how our possessions influence the way we feel about ourselves and each other.

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.

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.

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.

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.

Services represent more than a quarter of all world trade and the world market for services is growing at more than twice the rate of the product sector. Over the past two decades, academics and practitioners have become aware of the need to adopt a different emphasis when marketing services rather than products. Many companies producing products are turning to service to provide their differentiation.

At the heart of this elective is the recognition that services present unique challenges, and that building customer relationships through quality service is fundamental to marketing success in every organisation. The aim of this elective is to provide an introduction to the special challenges of Services Marketing with a particular focus on the international context.

The project will start in semester 2 when you'll develop a digital marketing transformative plan. You’ll develop bespoke practical 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. Analytical and communication skills should be developed during this project.