MSc Digital Marketing

This module aims to help students recognize the role of web analytics within the digital marketing landscape, and practically apply web analytics tools and technologies to monitor performance of web-based marketing activities. The module involves both conceptual and practical aspects.

During the module, students consider, discuss, and evaluate concepts, models, digital tools and processes that are necessary for gaining sustainable competitive advantage in the marketplace. Emphasis is placed upon identifying key strategic issues, competitive positioning and strategy formulation. Marketing strategies are examined with a particular focus on environmental analysis, segmentation, targeting, positioning (STP) and strategic marketing planning.

Services drive the modern economy, shaping how we communicate, travel, manage finances, receive healthcare, and conduct business. Mastering the marketing and management of services as unique, exceptional experiences is essential for service companies seeking to thrive in a competitive landscape and deliver value. This module equips students with advanced knowledge and expertise on services marketing, customer experience management, and relationship marketing. It also introduces cutting-edge topics, including the transformative role of digital technologies, the imperative of building responsible and ethical service organisations, and the strategic management of superior customer journeys.Through a combination of rigorous theoretical principles and applied learning, students will analyse real-world case studies of service industries, use practical tools and apply consultancy-based principles to develop critical thinking and analytical skills and make impactful decisions. By the end of the module, students will have acquired the knowledge and hands-on skills needed to design and manage superior experiences, harness digital technologies for service innovation, and build responsible organisations, preparing them to become strategic leaders in their future careers.

In this module, students develop a holistic understanding of the theory and tools for Entrepreneurship which has a particular relevance in the context of the Digital Economy. This begins with a discussion of key concepts around the Entrepreneur, Opportunity Recognition and the Entrepreneurial Process. In turn, students review key elements for a start-up including resources, the founding team and business modelling. Finally, we look at scaling strategies in the Digital Economy including a range of different business models where start-ups create, deliver and capture value. The Digital Economy enables these innovative business models. For assessment, students research and apply Key Entrepreneurship Topics to case studies and then critically evaluate the scaling strategy for a designated emerging-growth companies in the Digital Economy using Entrepreneurship theory, Digital Economy theory and a business model framework.

The main aim of this module is to get students ready for conducting professional and academic (dissertation) research. Whereas all stages of a research process are covered in this module, the clear focus is on conducting qualitative and quantitative studies to support marketing decisions in response to business opportunities or problems. More specifically, this module offers the relevant framework for making the informed marketing decisions. The module is organized around the stages of a marketing research project (e.g. problem definition, design, data collection, data analysis, and documentation). The course will be of particular value for students planning careers in marketing research and marketing consulting.

This module introduces students to the concept and current practices in marketing analytics. Technology advances of the past decade have dramatically enhanced marketers' means of collecting and analysing data to measure the effectiveness of their marketing strategies. This module is designed to provide students with an overview of state-of-the-art marketing analytics practices that guide marketing executives in their strategic decisions. The module focuses on introducing students to key analytical techniques with an emphasis on interpreting results and generating strategic insights for marketing decision-making. The course will be of particular value to students planning careers in marketing and management consulting. The course is designed for students with a basic understanding of univariate and bivariate statistics. Addressing different learning styles, the following teaching methods are applied in this course: Pre-readings, Lectures, Class Exercises, Class Discussions, and Real World Cases/Industry Insights.

Social media marketing is an emerging and rapidly developing discipline with substantive changes periodically occurring in industry and academic research. While much of social media marketing is focused on the promotional mix, it also is used for customer care, research and more. The field has shifted from one focused on the influence of individual consumers in social channels to one including bots, AI, and influencers. This module provides students with both academic (theories and concepts) and practical grounding underlying strategic decisions for the use of social media for marketing and the implications of the emerging developments in the area. Discussions, study cases and examples will bring these theories to life.

This module provides students with practical and theoretical knowledge of Digital Integrated Marketing Communications in contexts, operations, and strategies. It aims to develop students¿ critical thinking and ability to apply and adapt theories to cases in international marketing settings. This module deepens your understanding of how to communicate as a marketer. You will:Extend marketing¿communications theories and frameworks and apply them to real business casesExamine how a brand¿s strategic goals shape its marketing communicationsExplore methods for assessing the target audience of marketing messagesLearn how to design messages that influence customers, using recent research and practice examples to understand how specific message elements should be integrated and evaluatedInvestigate additional message tactics for persuading customers, including the psychological processes and message formulations that can lead to both rational and irrational decisionsConsider the likely consequences of new and emerging media for marketing communications

Consumer Behaviour is evident in everyday life, therefore knowledge and understanding of this subject can be beneficial to personal decision-making as well as to marketing and strategy formulation, both in offline and online environments. The module Perspectives on Consumer Behaviour deals with a range of theoretical, practical techniques in understanding and researching consumer consumption behaviour and how such an understanding can be used to create successful and viable marketing strategies. This module gives students the opportunity to explore theories and leading-edge research findings and apply knowledge by conducting small group discussion and/or activities. Thus, reflective, and critical applications of relevant behavioural, cognitive, and socio-cultural approaches to consumption are discussed.

The module is an advanced, research-led module on sustainability and social innovation. It offers research-led insights into current issues and anticipated trends in sustainability, social innovation, and the changing role of business in society. The module will consider the current theory and critically examine the corporate practice of managing for sustainability, including aspects of corporate governance, corporate social responsibility, innovation and strategic, operational and supply chain solutions for improving sustainability on an international scale. We will examine the social, environmental, economic and business case for sustainability in the global context and reflect on the possible trajectories for the advancement of the sustainability agenda. We will study the emergent trends in organizing for the fulfilment of social needs that are insufficiently (or not at all) addressed by either the private or public sector and examine the case for the social enterprise. We will examine the practice of social entrepreneurship and innovation and reflect on the transferability of the model to more traditional organizations. We will examine how value is created through social innovation and enterprise and look at the associated challenges and opportunities for the future.

The dissertation is optional to all the three MSc Marketing programmes; International Marketing (IM), Strategic Management (SM) and Digital Marketing (DM). This module provides an opportunity for a sustained period of independent study and research. It allows students to concentrate on marketing and retail topics that are of particular interest to them. It also gives an opportunity for students to work independently with individual supervisors. The dissertation follows the standard academic pattern of identifying a topic arising from a gap in the literature and developing a methodology to explore this area in depth. The module will be run by the Marketing Department, and as such the students will have the opportunity to work in a smaller group and will receive better feedback and personal attention, thus enhancing student satisfaction and increasing progress in learning and understanding.

In this module, you will step into the role of a marketing consultant, applying advanced strategic and marketing frameworks to solve real business challenges. Working with a pre-vetted industry partner, you will diagnose a live marketing problem, conduct market and consumer analysis, and develop actionable recommendations supported by taught content that builds your consultancy skills. You will learn to manage client relationships, present insights persuasively, and reflect critically on your professional practice. By the end, you will have produced a portfolio-ready consultancy output and strengthened your employability through authentic business engagement.