Studying our Digital Marketing MSc course will equip you with the in-depth skills and knowledge in digital marketing including in areas of branding and communication, digital media and analytics. Digital Relationship Marketing will expose you to the techniques of engaging customers and consumers through the use of emerging digital technologies. This will allow you to utilise knowledge about customers to make better marketing decisions and create competitive advantage. More specifically, you will learn about the role of customer engagement, its behavioural theories and how this case generate customer knowledge. At the end of this unit, you should be able to identify emerging and future patterns of customer behaviours and brand engagement while being able to target specialist audiences in a business setting.

Similarly, Marketing in the Digital Era will allow you to explore elements of devising digital marketing strategies, conducting online market research and preparing a digital marketing plan. You will gain a critical awareness of the role of digital marketing in business success while learning to apply digital marketing techniques with a focus on digital platforms, new business models and social interaction. At the same time, you will gain a practical understanding of how organisations deal with complex issues systematically and creatively through online communication of brands, digital interaction with consumers and digital transformation of consumers’ lives and preferences. Following this, you will learn to apply Business Analytics techniques to a variety of business contexts by practicing the analytics and problem-solving skills to make recommendations for business performance decisions.

Furthermore, you will develop a critical and informed understanding of business environments and the business opportunities within them in our Strategy unit. Here, you will be introduced to a range of tools and concepts for strategic analysis and business modelling that will allow you to assess the strategic position of business organisations, formulate strategies, evaluate options and implement strategic decisions. Finally, you will complete our Capstone unit that will allow you to bring theory and practice together and research a topic of your interest that is relevant to your field of study. To help you with this, you will be introduced to the processes and techniques of research methods while working with a research supervisor to develop your ideas.