MSc Digital and Social Media Marketing

Year 1
Assessment against learning outcomes is conducted predominantly through completion of coursework. You are introduced to and explore a diverse range of topics and perspectives that examine business and society’s relationship with digital marketing. In addition, you develop personal skills that are vital for individuals seeking to work in this field.

The design of our postgraduate programmes focuses on four taught modules and a capstone project. We believe that simplicity in programme design provides you with a better learning experience. The dynamic and challenging nature of contemporary business does not isolate concepts into small packages – and neither do our programmes. This approach links concepts together as they are in the real world, and enables you to focus in on what really matters.

Core modules
Marketing and Strategy (MKT7001)
In this module, you will develop an understanding of the role of marketing and strategy in a range of contemporary organisations, examining the major themes within the marketing arena to enable you to evaluate and recommend appropriate actions to fulfil objectives. The module introduces key concepts and frameworks of strategy which will develop your ability to apply appropriate analytical techniques used in strategic decision-making. You will explore the relationships between marketing and strategy and other business functions, using case studies to provide an integrative perspective on aspects of marketing and strategy within organisations.

Digital Marketing (MKT7002)
You will examine the constantly changing nature of digital marketing, looking at the origins of the discipline in the context of early e-commerce and moving into the current day. Focusing on the leading edge of technology and practice, you will explore how digital marketing impacts on a whole range of other disciplines, such as “traditional” marketing, management, international business and business strategy.

Digital Analytics and Marketing Research (MKT7003)
In this module you will learn how to deploy and evaluate data analytics and develop expertise to be able to engage in effective market research.

Social Media Theory and Practice (MKT7004)
This module exposes students to key concepts and theories relating to online communities and social networking. The module will provide the academic and conceptual basis for the development of effective social media engagement strategies such as, social media user behaviour, online community and personalisation.

Capstone Project (PBS7000)
In this capstone project, you will synthesise and apply learning from the taught element of the programme to a project of your choosing. There is scope for you to undertake a broad range of project types, including consultancy, business analysis, business development or academic study.

Every postgraduate taught course has a detailed programme specification document describing the programme aims, the programme structure, the teaching and learning methods, the learning outcomes and the rules of assessment.

The following programme specification represents the latest programme structure and may be subject to change