Digital marketing channels and social media have quickly become the most widespread, interactive and essential of all modern marketing tools. Giving businesses of any size access to the mass market at an affordable price, digital techniques are measurable and trackable, flexible and responsive; they enable greater personalisation and can often gain social currency – being passed from user to user.
This Master’s degree provides a programme of advanced level study, which is designed to cover theoretical knowledge, intellectual frameworks and the practical skills for the management of an online presence. It blends traditional marketing insight with a sound understanding of digital technology.
We will cover the motivations and preferences of consumers in the digital domain, teaching methods of how to manage social media, build online communities and design websites, as well as creating, implementing and evaluating digital campaigns.
You’ll experience real-life business cases as examples and learn about trends and challenges from guest speakers, which have previously included the Marketing Director from Jewson, Senior Strategy Manager from Tarmac and Head of Communications from University Hospital. We also offer the chance to apply for an internship, with past students receiving placements with the likes of Jaguar Land Rover.
A strength of our course is its focus on digital analytics, both online and offline. In our dedicated digital communications lab, you’ll have the opportunity to analyse web designing software, practice web platforms or blogging techniques and manipulate digital advertising campaigns.
With around 5,000 students and 300 staff, Coventry Business School is one of the largest in Europe, rated as ‘excellent’ by Eduniversal. You’ll be taught by staff who have spent time in industry, in roles such as marketing executives, managers and directors of private and public sector organisations.
Many are recognised both nationally and internationally in their respective fields of specialism, publishing their research in the highest quality academic journals, including Journal of Marketing Management, Journal of Business Research, Psychology and Marketing and Journal of Consumer Behaviour, to name but a few.