Digital Marketing Management MSc

This module aims to introduce you to the key concepts involved in contemporary research related to your course subject area. You will also be given critical insight into relevant contemporary trends and research priorities. The module will enable you to develop your understanding of key current research techniques and methodologies. You will be provided with the opportunity to critically explore innovative research methodologies, while seeing such approaches in practice through practical examples of contemporary research in your subject area.

Compulsory

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 aforementioned digital elements.

Compulsory

Disruptive technology significantly alters the way that businesses or entire industries operate. Technology has been increasingly disrupting the practices and driving the developments of marketing. Some recent examples of disruptive technology include Blockchain, the Dark Web and Big Data. Marketers are empowered by new technology; they have done a great deal in digital marketing thanks to the unprecedented level of insights in and accesses to customers. But, new technology also baffles marketers, for example, there are constant doubts about the effectiveness of social media advertising, cybersecurity and data protection issues and omnichannel marketing. This module aims to challenge the curious minds of our future digital marketers to build a critical understanding of what disruptive technology is and how it applies to marketing.

Compulsory

This module is key to developing 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.

Compulsory

A critical understanding of consumer behaviour underpins all marketing activities, service provision, digital platforms and policy formulation. This module aims to show the importance of globalisation in understanding consumer behaviour with an aim to provide 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.

Compulsory

This module is key to providing you with a critical understanding of the theory, knowledge and skills required to plan for and make marketing communications decisions. You’ll have the opportunity to use interactive learning, to develop the analytical and decision-making skills required by marketing communications practitioners in the workplace.

Compulsory

This module focuses on the key concepts and tools of digital marketing analytics and demonstrates 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. This module reviews the effectiveness of company communications and customer interactions across a range of platforms including website, social media, and mobile marketing. It also examines the digital analytics tools that are used to understand conversations about brands across digital platforms to inform marketing decisions.

Compulsory

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 thus 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.

Compulsory

This module aims to provide you with a framework of knowledge and understanding of how to manage change using creativity and innovation whatever the master’s degree of specialisation you elect to follow, in different types of organisational scenarios. You will critically assess strategies for change and change management, and explore the leadership skills required to lead such successfully.

Compulsory

You are required to carry out a substantive piece of individual research into a business management issue, supported by a series of workshops on research methods. You’ll be expected to draw upon the knowledge acquired, and the variety of skills developed during the course. You will be given the opportunity to either research a theoretical research question of your choice or to address a real question from a host organisation.

Compulsory