Digital Marketing MA | Coventry University
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Digital Marketing MA 2018/19 entry

Course code:

BEST117

Study options:

1 year full-time

 

Location:

Coventry University

Starting:

September 2018

 

Fees:
Faculty:

Get in touch

For questions regarding study and admissions please contact us:


+44 (0) 24 7765 2152


Overview

Specialise in Digital Marketing and you can learn how to push the boundaries of marketing and advertising in our digital marketing lab.

The ever-evolving digital landscape has fundamentally changed the way businesses reach out, connect and engage with their customers, partners and other stakeholders; data driven marketing and analytics now lie at the heart of 21st century business marketing.

This Chartered Institute of Marketing (CIM) accredited course aims to cover practical digital marketing skills and knowledge presented in this digital age, ready to design and deliver digital marketing campaigns for online success.

You’ll apply your knowledge in our digital marketing lab, analyse real-life business case studies, work on ‘live’ projects and have the opportunity to hear from industry guest speakers. Successful completion provides exemption from the CIM Professional Certificate, as well as one of the three modules of the CIM Professional Diploma in Marketing qualification.   

Why Coventry University?

An award-winning university, we are committed to providing our students with the best possible experience. We continue to invest in both our facilities and our innovative approach to education. Our students benefit from industry-relevant teaching, and resources and support designed to help them succeed. These range from our modern library and computing facilities to dedicated careers advice and our impressive Students’ Union activities.

Global ready

An international outlook, with global opportunities

Employability

Career-ready graduates, with the skills to succeed

Student experience

All the support you need, in a top student city

Accreditation and Professional Recognition

This course is accredited and recognised by the following bodies:

Chartered Institute of Marketing

We are a Chartered Institute of Marketing (CIM) accredited Study Centre, which means that students who complete the MA Marketing at Coventry University are exempt from the CIM Certificate in Professional Marketing, as well as the first module of the CIM Diploma in Professional Marketing. As a mark of our quality and international perspective, Coventry Business School is an active member of the European Foundation for Management Development (EFMD) and Chartered Association of Business Schools (CABS), as well as being signatories to the United Nations Principles for Responsible Management Education (UN PRME) initiative. Our experiences and involvement with these organisations will enhance the quality of your educational experience.

Course information

The study of marketing, and sub-disciplines like digital marketing, is grounded in the understanding of customer needs, the environment in which companies operate and their competitors, to develop the most appropriate marketing mix – product, price, place, promotion, positioning and so on – to satisfy customer needs profitably.  

 

Modules

Overview

In the first semester, we focus on building knowledge of the core principles of consumer behaviour, marketing, branding and digital marketing. We progress through the application of these in the second semester and, finally, to the development of strategic practice and evaluation in the third semester.

As your studies progress, learning becomes more strategic and more specialised. We find this approach allows you to appreciate the holistic nature of marketing, including the functional and strategic elements, rather than silo areas of content.  

Marketing is a discipline that requires hands-on experience of conducting and managing activities. We offer you several opportunities to conduct your own research projects or enrol on a company internship that will provide you with the opportunity to undertake a workplace project on behalf of an organisation. Past students have explored topics such as social media reputation management, digital analytics and web optimisation.

This course includes the Global Professional Development module. Each of the participating postgraduate courses have an individually tailored version of the Chartered Management Institute (CMI) Global Professional Development module.

Modules

  • Semester 1

    • Principles of Digital and Social Media Marketing 
    • Consumer Behaviour  
    • Global Marketing  
    • Web and Social Media Analytics
    • Global Professional Development - Consultancy
  • Semester 2

    • Applied Brand Management
    • Marketing Consultancy Research
    • Advanced Digital and Social Media Design
    • Contemporary Issues in Marketing 
  • Semester 3

    • Digital Marketing Portfolio or Company Internship

In more detail...

  • Chance to participate in live project briefs, which has previously included a Google online marketing challenge.
  • Opportunities to participate in industry field trips, to advertising agencies and exhibitions, such as the Digital Marketing Show.
  • Guest speakers from industry speaking about various marketing challenges, for example, Big Data, social media and online customer engagement.
  • Vibrant student community with lots of student-led social events and activities, such as breast cancer charity fundraising and a sport away day.
  • Use of digital communications lab – the DigiComm Lab –  equipped with industry-standard software, including Adobe Comp, Adobe Slate, Adobe Voice, Behance, WordPress and social media platforms.
  • Staff stay abreast of marketing issues and trends, sharing their experience of relevant national and international conferences, such as those organised by the Academy of Marketing or the European Marketing Academy.

Focus on practical marketing skills development and emerging themes in marketing, such as E‐CRM, social media and online reputation and digital analytics.   

Our main study themes are:

  • Marketing: You will study topics such as consumer behaviour, brand communications and strategy as well as specialist options such as creative advertising development and campaign management.

  • Digital and social media marketing: Provides guidance on how to apply marketing on the Internet and emerging digital technologies, building on existing theories and concepts and questioning the validity of various e-models in the light of the differences between the internet and alternative media. We focus on the drivers for the increase in web engagement and social networking approaches, exploring the different strategies of developing and implementing digital marketing strategies to suit different organisational settings

  • Consumer behaviour: Aims to cover how consumer behaviour underpins marketing activities, so we provide a detailed insight into the psychology of consumers (their motivations, thoughts, feelings, reasoning, information processing, decision making and behaviour) and how they interact with their socio-economic and cultural environment to achieve their goals in today’s society.

  • Web and social media analytics: With the revolution of e-commerce and digital economy Web Analytics 3.0 has become a key framework for the corporate world and small businesses in 21st century. It is a tool for crafting actionable strategy, measuring social media and multichannel effectiveness and leverage success through optimal experimentation using correct analytical techniques. We will navigate the fundamentals of web analytics 3.0, such as optimal search engine, everyday clickstream analysis, data capture mechanism, data segmentation, analytics vendor, along with actionable outcome and recommendations.

The teaching, learning and assessment strategies of this course have been designed to align the curriculum with CIM Professional Diploma in Marketing qualification, the professional requirements of which will be met on successful completion, providing exemption from two modules, which can be studied immediately after your degree or in the three to five years following.

The course is structured to provide a mix of classroom and lab-based activity. You’ll research marketing literature and be encouraged to investigate, analyse and discuss from a critical perspective current issues in marketing, such as traffic diversion, search engine optimisation and remarketing.

The teaching team has, between them, many years of industry experience on both the client and agency side; they will draw on this experience for case material and contacts to bring the course to life. For example, as part of the ‘Digital Analytics’ module, you will learn to analyse real-life data, while for the ‘Web and Social Media Design’ module you will design actual web interfaces. 

We have regular guest lectures with marketing speakers from industry and offer a range of field trips both nationally and internationally – in the past to Liverpool FC – which provide exposure to industry and develop your intercultural competencies. 

Teaching methods include:
lectures, associated seminars, practical workshop classes and personal tutorials.

Meet our staff

Dr. Ronnie Das

I have taught a number of strategy and analytics modules, at UG, PG, and Executive level, including branding and digital marketing. During my spell at UK higher education I have worked as a lecturer and senior lecturer at various UK universities including Strathclyde, Sunderland, and Birmingham City.

Read full profile

The learning outcomes of modules, assessments and projects will be clearly stated. Your work will be marked according to how well you achieve these learning outcomes and your final feedback will refer to each outcome, as well as providing an overall percentage grade. You need to achieve above 40% to pass; anything above 70% is classified as ‘outstanding’. 

The course provides a variety of assessment methods, including closed‐book examination, individual and group reports and presentations, multiple‐choice questions including justification of answers, e‐Portfolios and analysing live data (analytics)

An estimated percentage breakdown of your final grade assessment is as follows: 

  • Formal examinations: 60%
  • Coursework: 40%

On the successful completion of 180 level Masters credits, awards may be made with a ‘Distinction’ or ‘Merit’, based on the achievement of an average mark of at least 70% or 60% respectively. Students may be awarded the Postgraduate Diploma (PgDip) if they achieve 120 credits and a Postgraduate Certificate (PgCert) if they achieve 60 credits. Students may only progress to the final stage of Masters programmes after meeting the requirements for award of a Postgraduate Diploma.

40% assessed by coursework

On successful completion, you should be able to:

  • Demonstrate a comprehensive knowledge and understanding of: customers and stakeholders and their role within organisations; the essential principles and practices of digital marketing and their applications; how to identify and apply an appropriate depth of analysis from relevant sources of marketing information and research techniques; how to evaluate and apply the management and operational aspects of digital marketing across different contexts  and cultures; selected specialist sub‐disciplines within digital marketing, advertising and management; current contemporary issues including sustainability, ethics and CSR in marketing and digital marketing; and the tools used in digital and social media marketing using appropriate software.
  •  Apply appropriate techniques to solve strategic digital marketing problems in business.• Communicate effectively in written, verbal or electronic format using appropriate business media and IT applications.
  • Identify a marketing or advertising problem, choose and justify an appropriate research method and attempt to answer a question posed.
  • Apply appropriate techniques to develop creative solutions to enhance social media application within business.
  • Source analyse and apply appropriate marketing information to support decision making.
  • Present ideas and findings effectively to an audience.
  • Develop and implement creative ideas in response to a digital marketing brief.• Critically analyse and interpret marketing data to inform business decisions.

In a typical teaching week, you will have up to 12-15 ‘contact’ hours of teaching.

This generally breaks down as:

  • Personal tutorial/small group teaching: Several smaller one to one tutorial/seminars will be organised over the semester per module.
  • Medium group teaching: 1-2 hours of practical classes, workshops or seminars each week.
  • Large group teaching: 1-2 hours of lectures each week.

In addition, you will be expected to undertake a further 110 hours of self-directed studying per module per semester and revising in your own time.

You will have the opportunity to gain international experience in a number of ways, not least through the multicultural environment fostered by staff and students from all over the world. Nearly two-thirds of the Department’s staff have joined from overseas countries, so our department is very international in outlook.

Within course content, we encourage an international outlook in all modules through the use of international case studies. For example, on the ‘Web and Social Media Design’ module, we look at cross cultural differences in web page design and social media strategy. The ‘Global Marketing’ module provides a perspective of the international marketplace and the strategic issues involved in marketing across countries and cultures. While the major focus of the module is deliberately global, some coverage of European and other trade blocs (ie. emerging economies) will be afforded through case study sessions and assignment work.

Throughout the course, you will have opportunities to visit companies to gain a real-life experience of marketing, both at home and abroad. Previous cohorts of students on similar courses have visited Leuven in Belgium, Dubai and Malaysia to experience marketing practices in various organisations within an international context.  

Global ready

Did you know we help more students travel internationally than any other UK university according to data from the experts in higher education data and analysis, HESA?

In 2014/15, we were able to provide a total of 2,264 student experiences abroad that lasted at least five days, 73% of which were our own organised trips for undergraduates and 27% from postgraduate travel. Plus, we've been able to help more than 5,000 students spend time in other countries, from America to China, India and beyond.

Much of this travel is made possible through our Global Leaders Programme, which enables students to prepare for the challenges of the global employment market, as well as strengthening and developing their broader personal and professional skills.

Explore our international experiences

1st for

international experiences

Sending more students overseas than any other UK uni (HESA)


2,264

Student experiences

The number of student trips abroad for at least 5 days in 2014/15



12,000

and counting

The number of students we’ve helped travel internationally so far

21

global programmes

As well as trips, we offer other opportunities like language courses


Entry Requirements

Applicants should hold a good honours degree 2.2 or above in a relevant academic discipline. Applications from candidates with relevant experience will be considered on an individual basis.

Applicants should hold a good honours degree 2.2 or above in a relevant academic discipline. Applications from candidates with relevant experience will be considered on an individual basis.

English as a Foreign Language This course requires IELTS of 6.5 overall. Pre-sessional English is available if required.

Our International Student Hub offers information on entry requirements for your country, as well as contact details for agents and representatives should you need more advice.

More detail

Applicants should hold a good honours degree 2.2 or above in a relevant academic discipline. Applications from candidates with relevant experience will be considered on an individual basis.

English as a Foreign Language: This course requires IELTS of 6.5 overall. Pre-sessional English is available if required.

Our International Student Hub offers information on entry requirements for your country, as well as contact details for agents and representatives should you need more advice.

More detail

Tuition Fees

We pride ourselves on offering competitive tuition fees which we review on an annual basis and offer a wide range of scholarships to support students with their studies. Course fees are calculated on the basis of what it costs to teach each course and we aim for total financial transparency.

Starts

Fee


September 2018

£10,650 (per year)


Scholarships

If you're a truly outstanding undergraduate candidate we may be able to offer you a Coventry University Scholarship. Coventry University Scholarships are awarded to recognise truly exceptional sports achievement and academic excellence.

Starts

Fee


September 2018

£10,650 (per year)


Scholarships

For the September 2017 and January 2018 intakes, we're investing £1 million into scholarships for high achieving and enterprising students.

Our scholarships are worth up to £10,000 and every student that applies will be considered. Fulfil your potential this academic year with Coventry University!

Starts

Fee


September 2018

£15,050 (per year)


Scholarships

For the September 2017 and January 2018 intakes, we're investing £1 million into scholarships for high achieving and enterprising students.

Our scholarships are worth up to £10,000 and every student that applies will be considered. Fulfil your potential this academic year with Coventry University!

Career prospects

Our course is accredited by the CIM, which means that straight after your degree you can go on to achieve the CIM Professional Diploma in Marketing, significantly enhancing your career prospects.

With appropriate work experience, you would then be eligible for Member status from The Chartered Institute of Marketing and well on the way to Chartered Marketer status, the mark of an up-to-date, qualified and experienced marketing professional.

You will have the support of dedicated Personal Employment Tutors, who are industry trained, and our well-established Employment Unit with an extensive network of employers with a wide range of internship possibilities. The employment unit also supports you with workshops and guidance on the various aspects of the employment process such as preparing your CV, interview practice and mock assessment centres. 

Coventry University is committed to preparing you for your future career and giving you a competitive edge in the graduate job market. The University's Careers and Employability team provide a wide range of support services to help you plan and prepare for your career.

Opportunities to participate in industry field trips, to advertising agencies and exhibitions, such as the Digital Marketing Show.

Where our graduates work

Previous graduates have secured positions in a wide variety of digital marketing areas, such as social media campaign management and website analysis working with the leading organisations worldwide such as McCann’s, Zurich and many others.

Disclaimer

By accepting your offer of a place with us, a Student Contract (“the Contract”) will be formed between you and the University. The Contract will detail all of your rights and also the obligations you will be bound by during your time as a student and will also contain all of the obligations that the University owes to you.  We would encourage you to read the Student Contract before you accept any offer of a place at the University. A copy of the Contract can be found here.

The tuition fees stated on the course webpage, prospectus and your offer letter will apply for the duration of your course, subject only to changes to the law or government requirement. Please note that we set fees for individual courses, and fees from previous years are no indication of fees for future years.