MSc Global Digital Marketing

Compulsory Module:

Consumer Behaviour in the Digital Age (20 credits): In order to enjoy business success, managers must understand consumer behaviour in the digital age. In this fascinating module, you’ll learn about the internal processes that occur within the mind of the consumer – and how this awareness helps shape marketing strategy implementation in both traditional and online contexts. 

Digital Platforms, Channels and Campaigns (20 credits): Explore the capabilities of key marketing platforms in this informative module. You’ll explore how each innovative platform can be combined into effective omnichannel strategies, while developing the specialist skills to plan, execute and evaluate successful digital campaigns. 

Digital Futures in Global Marketing (20 credits): Divided into four themes, this module considers the future role of global marketing in supporting innovation and sustainability. You’ll investigate the context of digital trends, innovations in marketing, the ethics and impact of marketing, and approaching marketing as a catalyst for future-facing change. By the end, you’ll have a strong understanding of how it can be a transformative tool for many different industries. 

Corporate Communication (20 credits): Corporate communications help organisations explain their visions and values to stakeholders. In this defining module, you’ll gain a solid understanding of how organisations craft a coherent message to enhance credibiltiy and corporate social responsibility. Upon completion, you’ll have expanded your knowledge of branding, image and identity. 

Marketing Strategy and Management (20 credits): Prepare to strategically lead online marketing campaigns with this fascinating module. You’ll discover key digital marketing concepts, the theoretical frameworks underpinning them and their practical applications. Not only that, you’ll explore the impact of digital disruption and its effect on the changes in business and customer behaviour. 

Data Analytics for Managers (20 credits): As data analytics becomes increasingly important in the global economy, managers need to know how to gain valuable data insight and understand data sources, collection and interpretation to inform key business decisions. This comprehensive module will examine the study of data analytics – exploring the technical aspects of collecting and organising data, and carrying out data analytics.  

Core Module:

Research Methods (20 credits): Undertake a solid grounding in research approaches and techniques at Masters level. On this exciting module, you’ll engage with both peers and tutors by critiquing and debating current literature. You’ll also journey towards becoming a fully reflective and independent thinker, by gaining new ways to collect, organise and present data. 

Business and Management Research Report (40 credits): This defining module allows you to produce a major piece of academic research on a chosen topic within business and management. You’ll have the opportunity to explore areas that have not been fully investigated previously – incorporating your knowledge of management challenges, or a business scenario that has far-reaching organisational implications.