Digital Marketing Management MSc 2020/21 entry

Course code:

FBLT056

Study options:

1 year full-time
2 years part-time

How to Apply
Location:

Coventry University

Starting:

September 2020

 

Fees:

2020/21 fees TBC*
2019/20 fees - £11,450

Find out more

Faculty:

Get in touch

For questions regarding study and admissions please contact us:

+44 (0) 24 7765 4321
ukpostgraduate@coventry.ac.uk

Overview

Marketing is constantly evolving – with social media, new retail channels and disruptive technologies all playing major roles in its development, which we believe offers opportunities and risks in equal measure. Step into this world, and explore how to manage marketing within it, with Coventry University’s Digital Marketing Management MSc.

The aim of this contemporary course is to help prepare you for potential future careers in digital marketing management. The course explores the theoretical knowledge, skills and personal attributes which may help you to become a leader in the digital marketing industry. On successful completion, students should learn and explore how to become an adaptable and proactive digital marketing professional, which may help you to progress into senior management positions in future.  

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 currently includes the Chartered Management Institute (CMI)*accredited module, Global Professional Development - Consultancy. Students who successfully complete the CMI module and meet the CMI evidence requirements will also 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 (please visit the CMI website for full details on the criteria to qualify as a Chartered Manager and applicable fees).

*Coventry University’s accreditation with CMI is currently ongoing for the relevant modules, but is frequently reviewed and monitored by the CMI through their quality systems. Whilst Coventry University hopes and anticipates that these reviews will continue to be successful, if they were to be unsuccessful, this relevant module in this course would no longer be accredited and we would notify applicants and students as soon as possible.


Chartered Institute of Marketing (CIM)

We are currently a Chartered Institute of Marketing (CIM)** accredited Study Centre, as well as being part of the CIM Graduate Gateway scheme, with the modules of our courses aimed to map to CIM professional qualifications. This means that students who successfully complete the Digital Marketing Management MSc at Coventry University are exempt from certain modules of CIM qualifications. Please visit the CIM Graduate Gateway website for further information. Additional fees apply.

**Coventry University’s accreditation with CIM is renewed annually, with the current course mapped to meet the awarding bodies requirements. Whilst Coventry University hopes and anticipates that any renewal would be successful, if the renewal were to be unsuccessful, this course would no longer be accredited and we would notify applicants and students as soon as possible.

European Foundation for Management Development (EFMD)

Coventry Business School is currently an active member of the European Foundation for Management Development (EFMD)


Chartered Association of Business Schools (CABS)

Coventry Business School is currently an active member of the Chartered Association of Business Schools (CABS)

Course information

By studying the MSc Digital Marketing Management, you will be given the opportunity to explore a variety of topics related to digital marketing management.

Through a strong focus on corporate engagement, the course should enable you to learn a wide range of transferable skills which may enhance your potential future employability. You may be tasked with producing a digital marketing project, examining the impact of digital and disruptive technology for marketing, exploring how to communicate ideas to different audiences, undertaking online presentations and taking part in a simulated electronic business game.

The course also grapples with the rise of disruptive technologies, that could significantly alter the way businesses or industries operate – in recent years, some of these disruptions have had a major impact on marketing, with technologies such as blockchain, or the availability of big data, altering the way firms do business. The module ‘Disruptive Technology in Marketing’ seeks to build your understanding of how these technologies can benefit marketers, particularly in the digital space, and challenge you to manage the risks also associated with them,

Other areas covered on the course include how to manage digital marketing projects, which can be complex in their scope and usage of technology, and how to effectively examine and interpret digital marketing analytics, an essential tool in informing strategic marketing decisions from a management perspective. When coupled with a module focused on consumer behaviour, you will explore how organisations build their knowledge of people’s behaviours online, and ensure campaigns are effective in an increasingly digitised business environment.

When learning about digital marketing management, the course should help you develop a range of transferable and relevant skills such as developing an understanding of consumer behaviour as well as producing a marketing communications situations analysis and undertaking a boardroom pitch of a marketing communications campaign for a client. You will also examine how to manage global marketing teams.

Course Specification
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Modules

Overview

This course currently includes the Professional Development Module. Each of the participating postgraduate courses currently have an individually tailored version of the Chartered Management Institute (CMI)** Professional Development module. For more information on the content of each module, see the Study Themes section of this course page.

Modules

  • Managing Digital Marketing Projects

  • Digital Marketing Strategy

  • Disruptive Technology in Marketing

  • Marketing Strategy, Planning and Control

  • Consumer Behaviour

  • Marketing Communications

  • Digital Marketing Analytics

  • Managing Global Marketing Teams

  • Global Professional Development - Consultancy

  • Project

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...

  • In 2018, Coventry Business School was rated as Excellent by Eduniversal, an annual ranking of business schools in over 150 countries.
  • Opportunities to participate in industry field trips, to advertising agencies, exhibitions and events (subject to availability, and additional fees may apply)
  • Opportunities to hear from guest speakers from industry speaking about various marketing challenges, for example, Big Data, social media and online customer engagement.
  • With disruptive technologies currently shaping how marketing is conducted, this course offers a module which gives you the chance to understand how to harness them to effectively communicate with consumers
  • Use of digital communications lab – the DigiComms Lab – equipped with industry-standard software, including Adobe Comp, Adobe Slate, Adobe Voice, Behance, WordPress and social media platforms.
  • Informed staff, who keep abreast of marketing issues and trends, sharing their experience of relevant national and international conferences, such as those organised by the CIM, the Academy of Marketing or the European Marketing Academy.
  • Chance to participate in live project briefs, which have previously included a Google online marketing challenge, as well as responding to a rebranding brief as requested by Kellogg’s.
  • Vibrant student community with lots of student-led social events and activities, which in previous years have included fundraising for UK Boston Terrier Rescue, The Shakespeare Hospice, and breast cancer charities.

Our main study themes are:

  • Managing Digital Marketing Projects: You will explore the necessary skills that should enable you to critically construct, develop and manage digital marketing projects that support the achievement of overall corporate objectives. The module will examine the importance of digital marketing projects within today’s digitally-driven organisations and will evaluate the tools used to develop effective solutions to implement and control digital marketing projects.
  • Digital Marketing Analytics: You will focus on the key concepts and tools of digital marketing analytics and should be able to demonstrate how they can be used to assist decision-making in marketing. The module examines how digital analytics can help build organisational knowledge of customer behaviours and campaign effectiveness in a business environment that has been constantly reshaped by the forces of digitisation. You will explore the effectiveness of company communications and customer interactions across a range of platforms including website, social media, and mobile marketing. The module also examines the digital analytics tools that are used to understand conversations about brands across digital platforms that inform marketing decisions.
  • Disruptive Technology in Marketing: Disruptive technology could significantly alter the way businesses or entire industries operate. Technology can disrupt the practices and drive developments within marketing. Some recent examples of disruptive technology include Blockchain, the Dark Web and Big Data. Marketers are empowered by new technology, and have done a great deal within digital marketing thanks to unprecedented levels of insight into customers and equally unprecedented levels of access to them. But new technology can also often baffle marketers. For example, there are constant doubts about the effectiveness of social media advertising, and cybersecurity. This module aims at challenging the curious minds of our future digital marketers to build a critical understanding of what disruptive technology is and how it applies to marketing.
  • Managing Global Marketing Teams: In our opinion organisations can only function if they are able to assemble together teams with the necessary skills, attitudes and experience to meet their objectives. Effective organisations usually develop a strategic approach to the attraction and retention of staff, analysing their key employment markets and gaining an understanding of their dynamics so as to enable them to compete more effectively, both now and in the future. This module focuses on these activities from a Digital Marketing Manager’s perspective, acknowledging not just the practical aspects of recruitment, selection, employee retention and dismissal but more critically the role of management and leadership of global teams both within traditional and virtual digital marketing contexts.
  • Digital Marketing Strategy: This module is intended to provide you with both the theory and practice of digital marketing through a strategic prism. The module builds on existing theories and concepts and encourages you to critically assess the use of the core five tools of digital marketing strategy namely: social media, email, website design, online advertising and online public relations. The module specifically focuses on the drivers for the increase of online customer engagement in all the previously mentioned digital elements.
  • Marketing Planning Strategy and Control: This module aims to explore key operational marketing skills for future application in the workplace. The module aims to develop a strategic focus for marketing management by applying operational principles and practices to the framework of the marketing planning process in building organisational strategy. It also focuses on the implementation, control and evaluation of the marketing planning framework. The module utilises a marketing simulation game and should enable you to construct and implement a strategic marketing plan. You will explore its effectiveness by analysing the marketing and financial impacts of business decision-making, based on key performance indicators.
  • Consumer Behaviour: You should explore and develop an understanding of consumer behaviour and how the discipline underpins all marketing activities, service provision, digital platforms and policy formulation. Consumer behaviour we believe brings in the importance of globalisation with an aim to providing you with a detailed insight into the psychology of global consumers and their motivations, thoughts, feelings, reasoning, information processing, decision making behaviours and how they interact with technology to reallocate social and cultural capital to achieve well-being in contemporary society.
  • Marketing Communications: The topic of marketing communications should give you the opportunity to explore the theories, knowledge and skills needed to plan for and make marketing communications decisions. You will explore the theories of the main communications planning frameworks and promotional tools. You will look at the complexities of marketing communications application. You should be able to make judgments on financial and creative aspects needed to achieve communications objectives. A feature of this module is the use of a client and includes interactive learning to develop analytical and decision-making skills required by marketing communications practitioners in the workplace.

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. You will analyse and explore the latest web designing software and practice web platforms which should develop your skills in manipulating new media for marketing and advertising applications.

You will have the opportunity to study a final project based on either a research-based dissertation or an industry-based consultancy project. This should provide you with flexibility to develop different pathways for potential future employability or further study (internships as part of Dissertation/Consultancy Project module are subject to availability and a competitive application process, and additional fees may apply). Coventry University aims to provide support and help source opportunities, though ultimately it is the student’s responsibility to secure an internship.

We try to hold regular guest lectures with marketing speakers from industry and offer a range of field trips* both nationally and internationally which provide exposure to industry and develops your intercultural competencies (*UK and international field trips are subject to availability/change, additional fees apply).

This course will be assessed using a variety of methods which will could vary depending upon the module, with this course aiming to provide a range of innovative, academic and authentic assessments. Assessment methods include providing a real client with a marketing communications plan and campaign, conducting a digital marketing project, as well as an in-tray simulated exercise, an academic poster with viva presentation, and an e-portfolio. Only one module is assessed by examination, allowing you the chance to apply the skills you are taught to assessments that seek to mirror tasks which may be relevant to a potential future career within digital marketing.

The Coventry University Group assessment strategy ensures that our courses are fairly assessed and allows us to monitor student progression towards achieving the intended learning outcomes.

 

On successful completion, you should be able to:

  • Apply the latest scientific and technical concepts and theories and developments in strategic digital marketing, marketing planning and marketing communications principles to solve issues using a range of tools at the forefront of digital marketing management practice.
  • Critically analyse and evaluate consumer behaviour in a digital marketing context and understand the impact of ethical, sustainable and societal considerations on transformative consumer culture.
  • Develop a technical and scientific understanding of contemporary global and national strategic digital marketing and disruptive technology issues to make informed digital marketing management decisions.
  • Synthesise multifaceted technical and complex issues in digital marketing analytics, managing global marketing teams and strategic digital marketing issues and make sound judgements at the forefront of contemporary digital marketing management both domestically and globally.
  • Construct, critically evaluate, recommend and execute a digital marketing project and a marketing communications campaign to meet the corporate objectives of different organisations by using an appropriate mix of digital and traditional media suitable for a business-to-business, non-profit or business-to-consumer context.
  • Demonstrate professionalism and apply relevant skills relating to communication, teamwork, project planning, diversity, intercultural competence and responsibility for individual continuous learning and development in the digital marketing management environment.
  • Critically evaluate and develop solutions to complex, inter-related, multi-faceted digital marketing management issues that can be found in a variety of organisations and professional contexts.
  • Undertake independent research either in an academic or work context to solve complex problems, reaching informed decisions and critically review them in an international and domestic context.
  • Demonstrate knowledge and understanding of the principles of consultancy and the theories and practices found in leadership.

We set out below the typical teaching contact hours that you will receive on this course. In addition to the contact hours below, we offer the opportunity to attend additional optional sessions, such as guest lectures (subject to availability), or to meet with staff during their advice and feedback hours.

In your first and second semester, you should have 12 contact hours of teaching a week.

A strong emphasis is placed on the postgraduate dissertation/consultancy project in your final semester and therefore total teaching contact hours may be reduced in the final semester.

In addition, you will be expected to undertake a significant amount of self-directed studying and revising in your own time each week, which may include, for example, guided study using hand-outs, online activities.

We recognise the difference that both work and an international experience could make to your future career – with that in mind, this course has been designed to try to incorporate the chance for you to gain international experiences in a number of ways, not least through the multicultural environment fostered by staff and students from all over the world. Currently, nearly two-thirds of the Department’s staff have joined from overseas countries, so our department we believe is very international in 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 Global Professional Development (Consultancy) are just two examples where there is a direct reference to international perspectives.

There are also opportunities to visit other countries and institutions*, with previous students on similar courses having visited countries such as Greece. While in Athens, students had the opportunity to visit the Perfetti van Melle headquarters (global brands like Mentos and Alpenliebe) and work on live case studies. In addition, past students attended a seminar on negotiations at Athens University of Economics and Business.

*Overseas trips are subject to availability, and additional 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.

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

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

English as a Foreign Language This course requires IELTS of 6.5 overall, with no component lower than 5.5. 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

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

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

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

English as a Foreign Language: This course requires IELTS of 6.5 overall, with no component lower than 5.5. 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 2020

2020/21 fees TBC*
2019/20 fees - £11,450 (per year)


UK 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 2020

2020/21 fees TBC*
2019/20 fees - £11,450 (per year)


EU Scholarships

We're investing 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 2020

2020/21 fees TBC*
2019/20 fees - £15,800 (per year)


International Scholarships

We're investing 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!

EU student fees

EU nationals and their family members starting in the 2019/20 academic year remain eligible for the same fees as home students and the same financial support. Financial support comes from Student Finance England, and covers undergraduate and postgraduate study for the duration of their course, providing they meet the residency requirement.

For tuition fee loans

EU nationals must have resided in the European Economic Area (EEA) or Switzerland for the three years prior to the start of their course. The purpose of that three year residency should not have been mainly for the purpose of receiving full time education.

For maintenance loans

EU nationals must have resided in the UK and Islands for the five years prior to the start of their course. The purpose of that five year residency should not have been mainly for the purpose of receiving full time education.

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, including the use of authentic assessments.

You will have the opportunity to study a final project based on either a research-based project or an industry-based consultancy project. This should provide you with flexibility to develop different pathways for future employability or further study. Internships as part of the 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 leading organisations worldwide such as McCann, 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.

*2020/2021 course fees have not yet been determined by the University or government legislation. Once the course fees have been determined, the course web page will be updated to reflect your first year course fee. Please continue to revisit the course web page to identify the fee before you accept an offer of a place on the course and/or before you enrol at the University.

Coventry University ranked 15 in the UK
Coventry University awarded TEF GOLD Teaching Excellence Framework
University of the year for student experience
QS Five Star Rating 2019
Coventry City of Culture 2021