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Why choose the Graduate School of Business


About the course

From online behavioural and SMS marketing to in-game and app-based advertising digital marketing has revolutionised the way companies sell and consumers buy. Our Digital Marketing MSc gives you the expertise you need to make an impact in this rapidly expanding global industry.

As established major players and ambitious start-ups continue to develop and expand the advertising and marketing landscape a digital skills gap has appeared both in the UK and internationally. This course aims to help fill that gap by providing you with the strategic knowledge and skills need to make effective business decisions and become a successful digital professional. You also explore the innovative creative concepts that are driving the latest global digital success stories and develop the confidence to take your own imaginative ‘leaps of faith’.

Every taught unit on this course is delivered in a six-week block with six entry points through the year allowing you to start at a time that suits you.

Why choose this course?

  • Study with seasoned professionals academics and practising experts focusing on areas such as data analysis reputation management and brand communications
  • Explore the theory and practice behind audience behaviour and what makes consumers buy (or not buy) products and services
  • Our practice-based approach enables you to understand and develop competitive marketing strategies from a real-world business perspective
  • Benefit from studying at a University with recognised expertise in big data and a newly developed business analytics suite

What will you study?


Performance Achievement Planning

This short course is a professional development course that is designed to support all PG students in the University of Bedfordshire Business School to enhance their employability and develop a professional profile through their journey in the Masters. The specific aims are to:

  1. Enhance students’ professional, personal development and communication skills.  
  2. To support students to evidence how their experience at masters level has contributed to the development of their professional profile as required after graduation.
  3. To support students to develop the necessary academic skill required for successful completion of postgraduate research

Brand Communication And Reputation Management

The central aim of this Unit is to provide you with a thorough understanding of the role that Communications plays within the marketing strategy of any organisation and be able to critically analyse and reflect upon the relationship between buyer behaviour and the development of a Marketing Communications Strategy. The unit will enable you to understand the main functions of the marketing communications mix including key areas of integrated marketing communications systems: public relations, advertising, and digital media. In addition, the unit will seek to develop a critical appreciation of the role of Public Relations and Digital Marketing as a key tool for ‘reputation management’ and the mechanisms for developing successful digital campaigns.

 

 

Marketing And The Digital Future

Digital marketing has become an increasingly vital ingredient for business success. Organisations that neglect their digital marketing activities and operations are doomed to failure.

Digital platforms are not only revolutionising marketing, but creating new business models and new methods of social interaction. This unit explores the effects on management, business, economics, sociology and ethics. 

For organisations some of the key questions are: what do my customers want; how do potential and actual customers view my offering; how do I make my product or service different; how much shall I charge for it and where/how do I 'talk about' it and make it available?

All of these questions are of course posed in a context of competition and in a political, economic, socio-cultural and technological framework that is constantly evolving. The motto for organisations often is 'change or die'. A key component of any digital marketing is the ability to communicate effectively online via social media, thus bringing together new technological developments as well as economic, sociological and political changes combined with the extent to which academic theory matches practice.

The unit therefore aims to engage you with a critical understanding of 21st century digital marketing and communication in practice.

Digital Analytics And Online Customer Experience

Increasingly, big data and digital analytics technologies are changing the way that organisations are generating and using data. Many organisations have realised that in order to operate and innovate more effectively online, they need to build and leverage knowledge of online customer behaviour, use digital analytics to assess and tune their marketing strategy, evaluate new product lines, determine how to invest in social media, and how to identify and target key market segments. A key area of focus is on enhancing customer engagement through improving the customer online experience. An overview of current CRM software provision is used to demonstrate mechanisms for making effective and efficient use of available customer data. Systems such as Salesforce and other emerging cloud based technologies such as HubSpot demonstrate evolving technologies increasingly adopted by SMEs to improve customer engagement and retention.

This unit has been designed to give you a strategic online business perspective via digital analytics methodologies. After studying this unit, you will be able to

1.   develop a critical understanding of digital analytics as a means to inform digital business strategy and operations;

2.   critically evaluate the procedures involved in collecting, measuring, analysing and reporting internet data to optimise web usage and enhance online business performance; 

3.   via practical experience of conducting digital analytics, develop your ability to critically appraise complex problems relevant to online business scenarios; and

4.   critically evaluate digital analytics practice thereby to effectively use the resulting insights to support decision-making.

Digital Marketing Strategy

In today’s business world information as a resource is crucial to facilitate decision-making, create new business models, and achieve competitive advantage. Moreover, information is nowadays primarily stored in, and managed by, business information systems. This unit develops your knowledge and understanding of the use of business systems and information systems for driving an effective digital marketing strategy as well as wider management tasks in a variety of business settings. Crucially, you will learn about the role of information systems in strategy, data analytics, digital marketing, and related areas.

The unit takes an integrated approach to critically assess the relationship between information systems and how they can create a competitive advantage. The aim is to enable you to understand and critically assess what information systems are, what key characteristics they have and what they can (and cannot) do for an organisation. An increasing trend related to information systems is their capability to facilitate company data analysis (Big Data/Business Intelligence) – this is also something that you will explore.

Successful completion of the unit will give you a comprehensive and detailed overview of theory and practice and you will acquire a ‘toolkit’ that provides the basis for understanding the potential – and limitations – of information systems for business success.

Business Dissertation

Aims:

  • To bring theory and practice together to formulate a  topic of your interest whether it is a research-oriented topic or a more clinical topic that is relevant to the context of business and conduct research on your choice of topic relevant to your field of study
  • To stimulate you to reflect on issues critically and to identify aspects that need further research
  • To provide you with the opportunity to explore a topic and appreciate the importance of literature review in the learning process
  • To critically evaluate the strengths and weaknesses of other people’s research to formulate your own study
  • To enhance skills in time-management, research management, project organisation and decision-making
  • To apply and reflect on the practicalities of research including access to sources and ethical considerations

Relevance

An important aim of a Master’s degree is to master and apply your knowledge and skills independently so that you can successfully carry out research. This dissertation provides you with the opportunity for sustained independent study that builds on your research proposal and represents the culmination of your Master’s level studies.

 

How will you be assessed?


A range of assessments are used on this course including: Written Examination or Class Test: Questions in these exams always promote critical thinking and help you gradually develop your ability to apply analyse synthesize and evaluate. Individual Written Report or Essays: Your knowledge and skills are developed when you undertake the task of writing an individual report and the whole process contributes to your improvement when it comes to conducting postgraduate level research and developing your enterprise. The ability to perform literature informed research to review and evaluate the relevant sources and to use an appropriate methodology in order to analyze and evaluate the relevant concepts is being assessed.

Case Study Examination: You will apply your knowledge in the context of a specific case. Oral Presentation: A number of transferable skills will be developed including the ability to present your findings in a professional clear and concise manner. This form of assessment is primarily used as formative assessment usually followed by a reflective report. Reflective Report: Evaluating your own contribution to a team is essential in the context of this course but in the workplace as well.

Careers


As a graduate of the course you will have the right skills to find career opportunities in digital marketing; mobile marketing; digital account management; search and social media; web content management; digital creative development; marketing communications; or marketing.

This course is an appropriate foundation for further academic study at either MPhil or PhD level.

Entry Requirements

2.2 honours degree or equivalent in a related subject area2.2 honours degree or equivalent in a related subject area2.2 honours degree or equivalent in a related subject area

Entry Requirements

2.2 honours degree or equivalent in a related subject area2.2 honours degree or equivalent in a related subject area2.2 honours degree or equivalent in a related subject area2.2 honours degree or equivalent in a related subject area

Entry Requirements

2.2 honours degree or equivalent in a related subject area2.2 honours degree or equivalent in a related subject area2.2 honours degree or equivalent in a related subject area2.2 honours degree or equivalent in a related subject area2.2 honours degree or equivalent in a related subject area

Entry Requirements

2.2 honours degree or equivalent in a related subject area2.2 honours degree or equivalent in a related subject area2.2 honours degree or equivalent in a related subject area2.2 honours degree or equivalent in a related subject area2.2 honours degree or equivalent in a related subject area2.2 honours degree or equivalent in a related subject area

Entry Requirements

2.2 honours degree or equivalent in a related subject area

Entry Requirements

2.2 honours degree or equivalent in a related subject area2.2 honours degree or equivalent in a related subject area

Fees for this course

UK 2024/25

The full-time standard fee for a taught Master's degree for the Academic Year 2024/25 is £10,000 per year. You can apply for a loan from the Government to help pay for your tuition fees and living costs. Visit www.gov.uk/postgraduate-loan

Alternatively if you have any questions around fees and funding, please email admission@beds.ac.uk

International 2024/25

The full-time standard fee for a taught Master's degree for the Academic Year 2024/25 is £15,600

If you have any questions around fees and funding, please email international@beds.ac.uk

Fees for this course

UK 2024/25

The full-time standard fee for a taught Master's degree for the Academic Year 2024/25 is £10,000 per year. You can apply for a loan from the Government to help pay for your tuition fees and living costs. Visit www.gov.uk/postgraduate-loan

Alternatively if you have any questions around fees and funding, please email admission@beds.ac.uk

International 2024/25

The full-time standard fee for a taught Master's degree for the Academic Year 2024/25 is £15,600

If you have any questions around fees and funding, please email international@beds.ac.uk

Fees for this course

UK 2024/25

The full-time standard fee for a taught Master's degree for the Academic Year 2024/25 is £10,000 per year. You can apply for a loan from the Government to help pay for your tuition fees and living costs. Visit www.gov.uk/postgraduate-loan

Alternatively if you have any questions around fees and funding, please email admission@beds.ac.uk

International 2024/25

The full-time standard fee for a taught Master's degree for the Academic Year 2024/25 is £15,600

If you have any questions around fees and funding, please email international@beds.ac.uk

Fees for this course

UK 2024/25

The full-time standard fee for a taught Master's degree for the Academic Year 2024/25 is £10,000 per year. You can apply for a loan from the Government to help pay for your tuition fees and living costs. Visit www.gov.uk/postgraduate-loan

Alternatively if you have any questions around fees and funding, please email admission@beds.ac.uk

International 2024/25

The full-time standard fee for a taught Master's degree for the Academic Year 2024/25 is £15,600

If you have any questions around fees and funding, please email international@beds.ac.uk

Fees for this course

UK 2024/25

The full-time standard fee for a taught Master's degree for the Academic Year 2024/25 is £10,000 per year. You can apply for a loan from the Government to help pay for your tuition fees and living costs. Visit www.gov.uk/postgraduate-loan

Alternatively if you have any questions around fees and funding, please email admission@beds.ac.uk

International 2024/25

The full-time standard fee for a taught Master's degree for the Academic Year 2024/25 is £15,600

If you have any questions around fees and funding, please email international@beds.ac.uk

Fees for this course

UK 2024/25

The full-time standard fee for a taught Master's degree for the Academic Year 2024/25 is £10,000 per year. You can apply for a loan from the Government to help pay for your tuition fees and living costs. Visit www.gov.uk/postgraduate-loan

Alternatively if you have any questions around fees and funding, please email admission@beds.ac.uk

International 2024/25

The full-time standard fee for a taught Master's degree for the Academic Year 2024/25 is £15,600

If you have any questions around fees and funding, please email international@beds.ac.uk

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