The course consists of two parts, a taught Part 1 and an Independent Research Project in Part 2. Part 1 must be completed successfully before Part 2 can be attempted.
Part I introduces students to key concepts and aspects of Marketing and Digital Marketing. It is designed to enable students to critically engage with theory and practical issues related to Digital Marketing. The modules selected focus on topics central to contemporary thinking in Digital Marketing. Together, this part accounts for 120 credits.
Part 2 of the programme centres on an independent piece of work which is achieved with supervisor support. This part accounts for 60 credits, and can take one of three forms: a traditional dissertation; an integrated case study or a business proposal. Students will discuss and negotiate topic ideas with their allocated supervisor or the Programme Director, towards the end of Part 1 of the programme and will be guided as to which of the three options of dissertation, integrated case study or business development proposal would be best suited to their ideas.
This MSC in Digital Marketing aims to provide a progression route for students with undergraduate degrees in related subjects who wish to study at postgraduate level in the area of digital marketing. It also offers the opportunity for further study to experienced marketers who wish to enhance their career with a postgraduate qualification in digital marketing.
The programme combines a theoretical approach with practical and promotes an understanding of key concepts from an applied perspective. Students will study a combination of marketing and digital marketing modules which will enable them to critically understand the theoretical and practical challenges that digital marketing presents. Graduates from the programme will have developed transferable employability skills such as research, problem solving, data interpretation and critical thinking as well as gaining the knowledge and practical skills applicable to digital marketing.
Key features of the course include:
- Available as full time and part time programme
- Builds on excellent industry and academic links
- Combines theory based discussion with practical application
- Learner focused approach
- Emphasis on critical and sustainable use of new technologies
Part 1 of this course currently consists of six compulsory modules:
- Marketing Strategy and Planning
- Consumer Insights in the Digital Age
- Emerging Themes
- Marketing Communications & Branding
- Digital Marketing
- Social Media Marketing and Web Analytics
Part 2 consists of a series of workshops on research methods and a choice of:
- a dissertation,
- an integrated case study
- a business development proposal
Chartered Institute of Marketing accreditation and exemptions are planned.
- Dr Antje Cockrill
- Dr Louise Emanuel
- Dr Margaret Inman
- Jayne Williams
- Huw Thomas
- Will Fleming
- Dr Rachel Casiday
- Dr Jill Venus
Assessment includes a variety of coursework formats which engage students in critical thinking about practical issues. In addition to more traditional essays and reports, assessment across the programme also includes presentations, blogs, web sites, reflective document, critical discussion, case studies, portfolio, poster presentation. Development of web presence.
The programme combines a theoretical approach with practical skills relevant for digital marketing and promotes an understanding of key concepts from an applied perspective. Graduates from the programmes will have developed transferable employability skills such as research, problem solving, market research, data interpretation and critical thinking as well as gaining the knowledge and practical skills applicable to digital marketing. UWTSD students benefit from extensive external engagement with the sector through applied research, guest lectures, live projects and by assisting students in gaining relevant work experience.
The Faculty enjoys excellent and well established links to the Chartered Institute of Marketing, the key professional body in this area. Team members also have links to the Federation of Small Businesses.
The Faculty is active in local and national industry networks to ensure industrially relevant curriculum development. It has an Industrial Liaison Group consisting of core lecturers, local employers and members of the Chartered Management Institute (CMI) Chartered Institute of Professional Development (CIPD), Chartered Institute of Marketing (CIM) and Association of Chartered Certified Accountants (ACCA) who meet to discuss study programmes to ensure their relevance to industry. Growing out of these networks, the Faculty offers a rich and varied programme of guest speakers who present lectures, lead workshops and hold discussions.
Masters in Digital Marketing (180 credits)
PG Diploma in Digital Marketing (120 credits)
PG Certificate in Digital Marketing (60 credits)
- MSc Marketing
- MBA Marketing
- MBA Information Management
- MSc Tourism Marketing