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Digital Marketing Management MSc 2019/20 entry

Course code:

FBLT056

Study options:

1 year full-time

 

Location:

Coventry University

Starting:

September 2019

 

Fees:
Faculty:

Get in touch

For questions regarding study and admissions please contact us:

+44 (0) 24 7765 4321


Overview

Digital technologies have radically transformed the way businesses reach out, connect and engage with their customers, partners and other stakeholders. Just as importantly, the data which is generated from these interactions needs proper analysis to inform ethically-correct marketing strategies.

The aim of the MSc Digital Marketing Management course is to reflect these changes to allow you to develop the necessary skills and personal attributes to become a professional digital marketing manager, capable of leading a digital marketing team in either the public, private or non-profit sectors.

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 Management Institute (CMI)

The course incorporates a Chartered Management Institute (CMI) accredited module, ‘Global Professional Development – Consultancy’.

Students who successfully complete the module and meet the CMI evidence requirements will gain a Level 7 Certificate in Strategic Leadership and Management and a Level 7 Award in Professional Consulting.

This will enable you to apply for Chartered Manager status via the qualified route, once all CMI entry criteria have been met.

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

Modules

  • Semester 1

    • Consumer Behaviour
    • Digital Marketing Strategy
    • Marketing Strategy, Planning and Control
    • Marketing Communications 
  • Semester 2

    • Digital Marketing Analytics
    • Disruptive Technology in Marketing
    • Managing Digital Marketing Projects
    • Managing Global Marketing Teams
  • Semester 3

    • Global Professional Development - Consultancy
    • Postgraduate Dissertation/Consultancy Project*

    *Internships as part of this module are subject to availability and a competitive application and selection process, and fees may apply

We regularly review our course content, to make it relevant and current for the benefit of our students. For these reasons, course modules may be updated.

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.   

You will cover a range of subjects, which include some core management concepts relating to marketing, strategy and project management, all built upon and applied to the subject area of digital marketing.

The course has been designed to address many of the critical challenges facing people who work in this sector. Examples will include how technology has been increasingly disrupting practices and driving developments in marketing, such as the use of technology like Blockchain, or the Dark Web and Big Data.  

You will also get the opportunity to develop your digital project skills as a way to support the achievement of overall corporate objectives.  

Whilst a key part of the course relates to using digital technologies to communicate with current and future customers, it is also vital that all the potential data that is constantly generated from countless interactions with digital technologies can be analysed and used in an ethical and appropriate manner. 

The course is structured to provide a mix of classroom and lab-based activity with a series of lectures, associated seminars, practical workshop classes and personal tutorials. In digital marketing, you will analyse the latest web designing software, practice web platforms and blogging techniques to develop your skills in manipulating new media for marketing and advertising applications.

We have regular guest lectures with marketing speakers from industry and offer a range of field trips both nationally and internationally – such as to Liverpool Football Club– which provide exposure to industry and develops your intercultural competencies (subject to availability, fees apply).

Students will have the opportunity to develop their own area of expertise through the Postgraduate Dissertation/Consultancy Project. This can provide a pathway for early research career progression for those students who may progress to PhD, or progression to a digital marketing management position. Some consultancy projects may involve a selection process. 

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

This course will be assessed using a variety of methods which could vary depending upon the module.

The Coventry University Group assessment strategy ensures that our courses are fairly assessed and allows us to monitor student progression towards the achieving the intended learning outcomes. Assessments may include exams, individual assignments or group work elements.

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 14 ‘contact’ hours of teaching.

This generally breaks down as:

  • Personal tutorial/small group teaching: 1 hour of tutorials each week
  • Medium group teaching: 4 hours of practical classes, workshops or seminars each week.
  • Large group teaching: 9 hours of lectures each week.

You will have the opportunity to gain international experience in numerous ways by studying this course.

Nearly two-thirds of the Department’s staff are from an international background, leading to a department that fosters multicultural perspectives, and is proud of its international outlook.  

Within course content, we encourage an international outlook in all modules through the use of international case studies. Modules such as Managing Global Marketing Teams or the Global Professional Development (Consultancy) additionally make direct references to international perspectives. 

There are also opportunities to visit other countries and institutions. Previous cohorts of students on similar courses have visited Leuven in Belgium, Dubai, Malaysia and Greece. Trips are subject to availability and fees apply. 

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 2016/17, we were able to provide a total of 3,482 student experiences abroad that lasted at least five days.

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 2016/17)


3,482

Student experiences

The number of student trips abroad for at least 5 days in 2016/17



21,000

and counting

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

12

global programmes

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


Entry Requirements

Accepted applicants will normally hold an honours undergraduate degree (minimum 2:2) in a relevant academic discipline. Applicants with a degree in another discipline may be admitted after consideration on a case-by-case basis.

Accepted applicants will normally hold an honours undergraduate degree (minimum 2:2) in a relevant academic discipline. Applicants with a degree in another discipline may be admitted after consideration on a case-by-case 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

Applications from candidates with relevant experience are encouraged and will be considered on an individual basis.

Where English is not the applicant’s first language, an adequate proficiency in English must be demonstrated. This would normally be a minimum IELTS score of 6.5 or equivalent.

Accreditation for prior learning (APL) is in accordance with University regulations.

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 2019

£11,450 (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 2019

£11,450 (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 2019

£15,800 (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

Embedded employability is a key focus for this course with a range of initiatives for students to demonstrate applied learning and continued professional development.

You will have the opportunity to study a final project based on either a research-based dissertation or an industry-based consultancy project.  This provides flexibility to develop different pathways for future employability or further study. Internships as part of the Dissertation/Consultancy Project module are subject to availability and a competitive application and selection process, and fees may apply. 

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 and enrolling with us, a Student Contract will be formed between you and the University. A copy of the 19/20 Contract can be found here. The Contract details your rights and the obligations you will be bound by during your time as a student and contains the obligations that the University will owe to you. You should read the Contract before you accept an offer of a place and before you enrol at the University.

The tuition fee for the course that is stated on the webpage and in the prospectus will apply. If the duration of the course is longer than one academic year, the University may increase the fee for each subsequent year of study but any such increases will be no more than inflation.