Digital Marketing MSc

In this module you will learn about a comprehensive range of research methods and business analytics techniques. This will equip you with the knowledge and practical skills necessary for you to conduct research at Masters’ level and prepare you to complete a Master’s Dissertation, Consultancy Project or Management Enquiry. By the end of the module you will know how to apply both quantitative and qualitative data collection and business analysis techniques. In quantitative techniques you will learn about sampling, questionnaire design, statistical inference, and hypothesis testing while qualitative techniques covered will include methods such as interviewing and focus groups. Analysis methods such as content analysis and thematic analysis will also be covered. In addition, you will gain some understanding of research philosophy (positivism and interpretivism) and research ethics and you will be able to write a research proposal to bring these ideas together.
Furthermore, this module will provide clear, critical, and analysis of data, you will also be able to consider the use of analytics implementation skills, where you will be introduced to analytics software such as SPSS. SPSS statistics analysis is one of the powerful solutions that is designed to help businesses and researchers to solve problems by various methods (geospatial analysis, predictive analytics and hypothesis testing).

In this module, you will develop a strategic understanding of how organisations create, deliver, and communicate value within an increasingly digital marketplace. You will explore how strategic marketing decisions are made in a fast-moving commercial environment, and how digital technologies influence market analysis, customer engagement, and competitive positioning.

You will examine the key elements of strategic marketing including market analysis, segmentation and targeting, value proposition development, and multi-channel strategic planning. The module will guide you through contemporary digital marketing concepts such as customer journey mapping, digital channel selection, online consumer behaviour, content strategy, and performance measurement.

A core element of the module is a digital-marketing simulation that mirrors real industry decision-making scenarios. Through the simulation, you will learn to allocate budgets across digital channels, optimise campaigns, interpret analytics dashboards, respond to market and competitor insights, and measure the impact of your strategic choices. This applied experience will help you understand how strategic decisions influence customer outcomes, campaign performance, and long-term organisational value.

The module will cover the following themes:

• Market and competitor analysis in digital environments
• Segmentation, targeting, and value proposition development
• Multi-channel and omni-channel digital strategy
• Search, social, email, mobile, and content strategy fundamentals
• Customer journey analysis and experience optimisation
• Digital performance metrics, analytics interpretation, and ROI evaluation
• Strategic decision-making in data-rich environments
• Ethical, legal, and regulatory considerations in digital marketing practice

Throughout the module, you will integrate theoretical concepts with applied learning from the simulation and seminar activities, enabling you to develop a holistic understanding of strategic marketing in the digital era.

This module is designed to provide you with an introduction to how consumers behave in the digital domain and the opportunities this presents for organisations targeting them. At the heart of this is the concept of consumer behaviour, which has been revolutionised by emerging technologies, offering new opportunities for communication with companies and fellow consumers. This will be complemented by an in-depth review of how consumers can be profiled based on their lifestyle characteristics, and an acknowledgement of the role of database marketing in collating, updating and using data to deliver personalised communications messages.

Throughout the module you will cover the following themes:

• Consumer Decision Making: understanding how consumers choose between brand offerings, and specifically how their use of digital channels has changed their consumer behaviour. This will link closely with multi-channel marketing strategy you will address in MK9700 (which is delivered concurrently).

• Journey Mapping: an appreciation of how consumers make decisions as they progress through their everyday lives, what influences these decisions and the critical company-consumer touch points.

• Customer Profiling: investigation of a range of criteria that can be used to segment and profile consumers, ranging from demographics to psychographic and geo-demographic data.

• Database Marketing: introduction to principles of database marketing, understanding the processes of data acquisition and data cleansing (linking with marketing legislation in MK9700 where appropriate).

• Customer Relationship Marketing: understanding how personal data can be used to forge customer relationships via permission marketing and personalisation. This will also address important decisions such as key account management and demarketing.

This module engages you in personal and professional development in order that you develop and hone your teamworking, management and leadership skills, capabilities and attributes, and in so doing, enhance your employability. On this module, you will not only prepare for your first job after you graduate but also kickstart your commitment to life-long personal and professional learning. In the first part of the module you will be supported in a self-analysis by a range of activities, including the completion of self-administered tool-kits to demonstrate an increased self-awareness and self-understanding. This will also involve applying theoretical frameworks and researching contemporary literature for a more in-depth understanding of self. A key outcome of this process is how you will be able to exploit this development in order to lead, and manage, more effectively in your future careers. The second part of the module contains activities which enable you to build on your self-analysis and explore further your strengths, weaknesses and areas for development in the context of your career development plans. You will receive guidance on how to craft professional, postgraduate CVs, LinkeIn profiles, and supporting documentation to meet the needs of employer. Furthermore, you will use your understanding of self to help you to understand the key issues and specific challenges that you face, with your skills profile, in relation to your employability prospects in your target profession/industry/sector. This will also include the development of knowledge into the global graduate market, (including routes such as self-employment and developing your career with an existing employer) drawing upon local, national and international examples.

You will develop your understanding of academic conventions in UK higher education aligned to your level of study, including expectations around critical analysis, structure, argumentation, evidencing, and referencing. The module focuses on developing communication strategies that will help you express your ideas clearly and coherently in written assignments and spoken activities. You will also reflect on your current academic and language skills and develop strategies for development ahead of your assessments.

In this module you will learn about a comprehensive range of research methods and business analytics techniques. This will equip you with the knowledge and practical skills necessary for you to conduct research at Masters’ level and prepare you to complete a Master’s Dissertation, Consultancy Project or Management Enquiry. By the end of the module you will know how to apply both quantitative and qualitative data collection and business analysis techniques. In quantitative techniques you will learn about sampling, questionnaire design, statistical inference, and hypothesis testing while qualitative techniques covered will include methods such as interviewing and focus groups. Analysis methods such as content analysis and thematic analysis will also be covered. In addition, you will gain some understanding of research philosophy (positivism and interpretivism) and research ethics and you will be able to write a research proposal to bring these ideas together.
Furthermore, this module will provide clear, critical, and analysis of data, you will also be able to consider the use of analytics implementation skills, where you will be introduced to analytics software such as SPSS. SPSS statistics analysis is one of the powerful solutions that is designed to help businesses and researchers to solve problems by various methods (geospatial analysis, predictive analytics and hypothesis testing).

In this module, you will develop a strategic understanding of how organisations create, deliver, and communicate value within an increasingly digital marketplace. You will explore how strategic marketing decisions are made in a fast-moving commercial environment, and how digital technologies influence market analysis, customer engagement, and competitive positioning.

You will examine the key elements of strategic marketing including market analysis, segmentation and targeting, value proposition development, and multi-channel strategic planning. The module will guide you through contemporary digital marketing concepts such as customer journey mapping, digital channel selection, online consumer behaviour, content strategy, and performance measurement.

A core element of the module is a digital-marketing simulation that mirrors real industry decision-making scenarios. Through the simulation, you will learn to allocate budgets across digital channels, optimise campaigns, interpret analytics dashboards, respond to market and competitor insights, and measure the impact of your strategic choices. This applied experience will help you understand how strategic decisions influence customer outcomes, campaign performance, and long-term organisational value.

The module will cover the following themes:

• Market and competitor analysis in digital environments
• Segmentation, targeting, and value proposition development
• Multi-channel and omni-channel digital strategy
• Search, social, email, mobile, and content strategy fundamentals
• Customer journey analysis and experience optimisation
• Digital performance metrics, analytics interpretation, and ROI evaluation
• Strategic decision-making in data-rich environments
• Ethical, legal, and regulatory considerations in digital marketing practice

Throughout the module, you will integrate theoretical concepts with applied learning from the simulation and seminar activities, enabling you to develop a holistic understanding of strategic marketing in the digital era.

This module is designed to provide you with an introduction to how consumers behave in the digital domain and the opportunities this presents for organisations targeting them. At the heart of this is the concept of consumer behaviour, which has been revolutionised by emerging technologies, offering new opportunities for communication with companies and fellow consumers. This will be complemented by an in-depth review of how consumers can be profiled based on their lifestyle characteristics, and an acknowledgement of the role of database marketing in collating, updating and using data to deliver personalised communications messages.

Throughout the module you will cover the following themes:

• Consumer Decision Making: understanding how consumers choose between brand offerings, and specifically how their use of digital channels has changed their consumer behaviour. This will link closely with multi-channel marketing strategy you will address in MK9700 (which is delivered concurrently).

• Journey Mapping: an appreciation of how consumers make decisions as they progress through their everyday lives, what influences these decisions and the critical company-consumer touch points.

• Customer Profiling: investigation of a range of criteria that can be used to segment and profile consumers, ranging from demographics to psychographic and geo-demographic data.

• Database Marketing: introduction to principles of database marketing, understanding the processes of data acquisition and data cleansing (linking with marketing legislation in MK9700 where appropriate).

• Customer Relationship Marketing: understanding how personal data can be used to forge customer relationships via permission marketing and personalisation. This will also address important decisions such as key account management and demarketing.

This module engages you in personal and professional development in order that you develop and hone your teamworking, management and leadership skills, capabilities and attributes, and in so doing, enhance your employability. On this module, you will not only prepare for your first job after you graduate but also kickstart your commitment to life-long personal and professional learning. In the first part of the module you will be supported in a self-analysis by a range of activities, including the completion of self-administered tool-kits to demonstrate an increased self-awareness and self-understanding. This will also involve applying theoretical frameworks and researching contemporary literature for a more in-depth understanding of self. A key outcome of this process is how you will be able to exploit this development in order to lead, and manage, more effectively in your future careers. The second part of the module contains activities which enable you to build on your self-analysis and explore further your strengths, weaknesses and areas for development in the context of your career development plans. You will receive guidance on how to craft professional, postgraduate CVs, LinkeIn profiles, and supporting documentation to meet the needs of employer. Furthermore, you will use your understanding of self to help you to understand the key issues and specific challenges that you face, with your skills profile, in relation to your employability prospects in your target profession/industry/sector. This will also include the development of knowledge into the global graduate market, (including routes such as self-employment and developing your career with an existing employer) drawing upon local, national and international examples.

You will develop your understanding of academic conventions in UK higher education aligned to your level of study, including expectations around critical analysis, structure, argumentation, evidencing, and referencing. The module focuses on developing communication strategies that will help you express your ideas clearly and coherently in written assignments and spoken activities. You will also reflect on your current academic and language skills and develop strategies for development ahead of your assessments.