This specialised postgraduate degree is designed and delivered in collaboration with leading marketing professionals and is highly geared towards the needs of the digital marketing industry.
The two-year course with advanced practice has been designed in line with the requirements of the Chartered Institute of Marketing and the Institute of Direct and Digital Marketing and its content reflects the very latest developments in the field, including location-based marketing, user experience, customer journey mapping and mobile marketing.
It focuses on the knowledge and skills you’ll need to be successful in modern marketing and you’ll build a portfolio of materials to present to future employers including created web content, video content, profile infographics, customer journey maps, campaign proposals and analytics.
In the second year of this course you’ll undertake an internship or further consultancy project. The fee for the second year will be much lower because of the amount of time that you’ll be spending in workplace learning.
The Chartered Institute of Marketing (CIM) is the leading professional body for marketers worldwide and exists to develop the marketing profession, maintain professional standards and improve the skills of marketing practitioners.
Northumbria University has joined forces with CIM to give students the opportunity to gain professional qualifications through CIM Graduate Gateway.
CIM qualifications are highly sought after by employers, and map alongside our own degrees which ensures we are equipping students with the best opportunities for a successful marketing career.
Learn From The Best
You’ll be taught by experts who posses a real passion for marketing and its digital evolution, including guest lecturers.
The members of staff who deliver this course are recognised thought leaders in digital marketing and include a writer of a leading text on direct and digital marketing, PhD qualified academics and respected marketing practitioners. The team also has a great track record in preparing Northumbria students for the Institute of Direct and Digital Marketing (IDM) National Student Competition.
Teaching And Assessment
You’ll learn through a mix of lectures, seminars and workshops combining theory with case studies and examples. Guest lectures from visiting professionals will support your learning and industry practitioners will set live project briefs and offer personal feedback.
Given the ever-changing nature of the digital marketing field, you will be encouraged to innovate and apply emerging technologies to solve business problems.
During the second year you’ll undertake an internship or consultancy project for a whole semester. You’ll follow this up with an Applied Management Work Investigation Report that will critically analyse an issue related to your practical experience.
The main assessment method will be via individual assignments and business reports where you’ll be expected to take a deep and critical approach and demonstrate your ability to think widely about the issues presented.
You’ll also be required to submit a 15,000 word, subject-specific dissertation where you’ll explore a digital theme in depth, applying research skills and methodologies that will be covered as part of your dissertation preparation.
You will have the option to undertake a Masters’ consultancy project as an alternative to the dissertation, which will be discussed during the course.
Module Overview
Year One
BM9706 - Marketing Metrics and Analysis (Core, 20 Credits)
MK9700 - Strategic Marketing in the Digital Era (Core, 20 Credits)
MK9701 - The Digital Customer Journey: Data, Profiling and CRM (Core, 20 Credits)
MK9702 - Digital Campaign Management and Media (Core, 20 Credits)
NX0422 - Dissertation Preparation and Research Methods (Core, 0 Credits)
NX0472 - Developing Global Management Competencies I (Core, 20 Credits)
NX0473 - Developing Global Management Competencies II (Core, 20 Credits)
NX0475 - Academic and Professional Development (Core, 0 Credits)
Year Two
NX0470 - Applied Management Work Investigation (Optional, 60 Credits)
NX0479 - Business Clinic PG Group Consultancy Project (Optional, 60 Credits)
NX0480 - The Newcastle Business School Masters Dissertation (Optional, 60 Credits)
NX9740 - Masters’ Internship (Optional, 60 Credits)
Learning Environment
Newcastle Business School at Northumbria University has an elite, global reputation for delivering some of the best business management education in the UK.
You’ll learn in exceptional facilities that feature everything you need to support your studies, from Harvard-style lecture theatres to a Starbucks coffee shop.
Newcastle Business School attracts students from around the world and this internationally diverse student population will help you expand your global marketing perspectives.
On certain modules, you’ll be taught in a workshop environment where IT will be at the heart of your learning experience and you’ll be encouraged to use technology including business simulations, Prezi and Google Analytics.
Each semester you’ll get the chance to share your views on individual modules, the learning environment and anything else you want to tell us about the course.
Research-Rich Learning
The academic staff involved in this programme have developed a growing reputation for their research work in the digital marketing arena, contributing to leading journals and delivering digital marketing training programmes for major organisations.
Key staff include Richard Gay, an experienced academic with a leading textbook in the digital marketing field and currently researching into multichannel marketing at doctorate level, and Kirk Dodds, a former marketing practitioner who’s currently researching into mobile marketing at doctorate level, included within this is a signature research area into the wider field of digital business.
Newcastle Business School is a vibrant and research-rich business school with a history of applied research and strong engagement with the local economy, public and voluntary sectors.
Your curriculum will feature a mix of research-oriented and research-led content and you’ll be supported to carry out your own research work.
You’ll also develop the skills to independently and collaboratively create new knowledge through independent research, particularly through your dissertation where you’ll learn about the process of knowledge construction.
Give Your Career An Edge
Because this course is designed and delivered in collaboration with leading professionals and geared towards the needs of the digital marketing industry, it offers a real advantage when it comes to securing a great job in the modern marketing arena.
As well as gaining specialist knowledge, you’ll leave with invaluable skills including team working, managing business intelligence and project management, plus a highly developed sense of cultural, emotional and ethical awareness.
You’ll also leave with an impressive, industry-relevant portfolio for future employers.
In the second year of the course you’ll be gaining workplace experience and putting your new learning into practice. You’ll develop a track record of achievement that will help you stand out from other job applicants. We’ll help you find an internship / project that matches your interests and career aspirations, building on Newcastle Business School’s very successful background in placing students.
A master’s course that takes two years, instead of just one, will carry particular weight with employers. They’ll understand that you’ll have a deeper understanding of topics as well as more experience.
Your Future
This postgraduate course offers an excellent foundation for your future career in marketing or digital marketing management.
Some employers require completion of a two-year master’s and this course will meet their requirement.
This is a fast-growing sector and your specialist knowledge of the digital marketing arena will set you apart from your peers and give you a real edge when it comes to securing rapidly emerging job opportunities in this very competitive field.
If you decide to start up your own business, it’s good to know that the combined turnover of our graduates’ start-up companies is higher than that of any other UK university.
Whatever you decide to do, you’ll have the transferable skills that employers expect from a master’s graduate from Northumbria University. These include the ability to tackle complex issues through conceptualisation and undertaking research, the ability to contribute to new processes and knowledge, and the ability to formulate balanced judgements when considering incomplete or ambiguous data.
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