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Masters Degrees (Direct Marketing)

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This masters degree offers the perfect starting point for a career in strategic marketing, particularly in an international business environment. Read more

This masters degree offers the perfect starting point for a career in strategic marketing, particularly in an international business environment.

You’ll learn to appreciate modern developments in marketing management theory and practice and explore essential areas including international marketing, marketing strategy and marketing research. You’ll also examine key topics such as international services marketing, consumer behaviour across cultures and global supply chains.

The course has a practical focus and you’ll develop professional skills through in-company assignments and case studies examining genuine business scenarios.

Our academics are experts in their field with extensive teaching, research and consultancy experience of international standing. As such, this course is globally recognised and attracts students from all over the world. You’ll gain cross-cultural experience and an understanding of the skills required to work in an international environment.

Academic excellence

The Marketing division at Leeds University Business School is one of the leading centres of research in marketing in Europe. As part of our research, we engage with companies, senior executives and academics across all five continents.

Our research makes an important contribution to your learning on the MSc International Marketing Management; our academics bring their world-leading expertise to you in the classroom. The Global and Strategic Marketing Research Centre is the Business School’s established and esteemed centre of excellence for scholarly research work.

Accreditation

This course is accredited by the Chartered Institute of Marketing (CIM), giving you the opportunity to gain professional qualifications through CIM Graduate Gateway. This means you can work towards CIM qualifications during your studies and will receive exemptions from selected assessments.

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. CIM qualifications are highly sought after by employers, and map alongside our own degrees, which ensures you are equipped with the best opportunities for a successful marketing career.

The course is also accredited by the Institute of Export and International Trade (IOE), the professional membership body representing and supporting the interests of everyone involved in importing, exporting and international trade.

Course content

Core modules will develop your understanding of international marketing in theory and practice.

You’ll learn how organisations use marketing research to understand their audience and complement this with an awareness of consumer behaviour in different cultures. Then you’ll examine how this information is turned into practical marketing strategies, with modules focusing on marketing communications and strategy as well as the challenges of international marketing.

From there, you’ll develop your knowledge by focusing on international services marketing and considering practical solutions to the problems of global supply chains. You’ll also choose an optional module in an area that interests you, such as social media marketing or corporate social responsibility. During the company marketing project, you’ll have the chance to work alongside an external organisation to research and develop strategies to address their marketing problems.

You can apply your research skills and knowledge to a dissertation which you submit by the end of the year, or you can take a different route. Our third semester consultancy projects give students the opportunity to work with a live business situation, make links with industry and gain work experience that can be exceptionally rewarding.

Throughout the course you’ll also benefit from a Professional Skills and Employability module, dedicated to developing the key skills employers are looking for when recruiting marketing graduates. Read what our current students say about the opportunities for professional development.

Course structure

Compulsory modules

You’ll take nine compulsory modules, plus either a research dissertation or consultancy project.

  • Consumer Behaviour Across Cultures 15 credits
  • Marketing Research 15 credits
  • Marketing Communications 15 credits
  • Global Marketing 15 credits
  • Marketing Strategy 15 credits
  • International Services Marketing 15 credits
  • Global Distribution and Supply Chains 15 credits
  • Professional Skills and Employability 15 credits
  • Company Marketing Project 15 credits
  • Dissertation or Marketing Consultancy Project 30 credits

Optional modules

You’ll choose one further optional module.

  • Corporate Social Responsibility and Sustainability 15 credits
  • Direct, Digital and Interactive Marketing 15 credits
  • Social Media Marketing 15 credits

For more information on typical modules, read International Marketing Management MSc in the course catalogue

Learning and teaching

We use a range of teaching methods so you can benefit from the expertise of our academics, including lectures, workshops, seminars, simulations and tutorials. Company case studies provide an opportunity to put your learning into practice.

Independent study is also vital for this course, allowing you to prepare for taught classes and sharpen your own research and critical skills.

Assessment

Assessment methods emphasise not just knowledge, but essential skills development too. You’ll be assessed using a range of techniques including exams, group projects, written assignments and essays, in-course assessment, group and individual presentations and reports.

Career opportunities

This masters degree will prepare you to pursue a career in marketing management within an international or domestic environment. You’ll develop the professional skills to work within a range of business situations, from large multinational corporations to smaller organisations, or within your own business.

You’ll be able to pursue a career in many areas including international marketing, export marketing, marketing research, marketing consultancy, services marketing, social media marketing, direct, digital and interactive marketing, or supply chain management.

Top graduates who aspire to a research or academic career will also be prepared to pursue a PhD in marketing.

Careers support

Our dedicated Professional Development Tutor provides tailored academic and careers support to marketing students. They work in partnership with our academics to help you translate theory into practice and develop your interpersonal and professional business skills.

This means you will develop the academic skills to successfully progress through the course, and also the professional skills you will need to secure employment and start a successful career.

You can expect support and guidance on career choices, help in identifying and applying for jobs, as well as one-to-one coaching on interpersonal and communication skills.

Read more about our careers support.



Read less
Accredited by the. Chartered Institute of Marketing. (CIM), our Masters in Advertising and Marketing allows you to gain specialist knowledge in marketing communications and advertising, alongside comprehensive understanding of key areas of marketing such as strategy, consumer behaviour and research. Read more

Accredited by the Chartered Institute of Marketing (CIM), our Masters in Advertising and Marketing allows you to gain specialist knowledge in marketing communications and advertising, alongside comprehensive understanding of key areas of marketing such as strategy, consumer behaviour and research.

Taught by specialists with professional experience and research expertise, you’ll gain the skills and knowledge to prepare for a successful career in marketing communications.

The course offers a balanced academic and practical programme, giving you the opportunity to apply your knowledge to genuine business situations. You’ll explore contemporary developments in marketing and marketing communications theory and practice.

Dedicated modules will introduce you to key concepts, frameworks and approaches, whilst equipping you with the skills you need to work in a professional marketing communications or advertising environment. You’ll also select optional modules allowing you to focus on areas that suit your career plans.

Academic excellence

The Marketing division at Leeds University Business School is one of the leading centres of research in marketing in Europe. As part of our research, we engage with companies, senior executives and academics across the globe.

Our research makes an important contribution to your learning on the MA Advertising and Marketing; our academics bring their world-leading expertise to you in the classroom. The Global and Strategic Marketing Research Centre is the Business School’s established and esteemed centre of excellence for scholarly research work.

Accreditation

This programme is accredited by the Chartered Institute of Marketing (CIM), giving you the opportunity to gain professional qualifications through CIM Graduate Gateway. This means you can work towards CIM qualifications during your studies, and will receive exemptions from selected assessments.

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.

CIM qualifications are highly sought after by employers, which ensures you are equipped with the best opportunities for a successful marketing career.

Course content

Throughout the year you’ll study core modules covering different aspects of advertising and marketing.

You will build your understanding of the ways in which brands communicate with their audiences with modules in marketing communications and PR and corporate communications. From there you’ll explore theories and practices of different types of advertising, and examine how organisations plan and develop their media strategies in a changing media landscape. In addition you’ll also gain an insight into important marketing functions of marketing which support brand communications.

Optional modules will give you the chance to shape the programme to suit your interests or career plans. You could focus on sales promotion, brand management and other fields such as social media, digital and interactive marketing.

The course culminates in a final project, which allows you to demonstrate the knowledge and skills you’ve gained while focusing on a single topic in-depth. Two options are available – you could complete either a standard research dissertation on a topic of your choice, or a consultancy project, allowing you to work with an external business on a real marketing problem.

Throughout the course you’ll also benefit from a Professional Skills and Employability module, dedicated to developing the key skills employers are looking for when recruiting marketing graduates. Read what our students say about the opportunities for professional development.

Course structure

Compulsory modules

You’ll take eight compulsory modules, plus your dissertation, which can be either a research dissertation or marketing consultancy project.

  • Consumer Behaviour 15 credits
  • Marketing Communications 15 credits
  • Advertising 15 credits
  • Global Strategic Marketing 15 credits
  • Media Planning and Strategy 15 credits
  • Public Relations and Corporate Communications 15 credits
  • Marketing Research 15 credits
  • Professional Skills and Employability 15 credits
  • Dissertation OR Marketing Consultancy Project 30 credits

Optional modules

  • You’ll also choose two optional modules.
  • Brand Management and Corporate Identity 15 credits
  • Sales Promotion and Sponsorship 15 credits
  • Social Media Marketing 15 credits
  • Direct, Digital and Interactive Marketing 15 credits

For more information on typical modules, read Advertising and Marketing MA in the course catalogue

Learning and teaching

We use a range of teaching methods so you can benefit from the expertise of our academics, including lectures, workshops, seminars, simulations and tutorials. Company case studies provide an opportunity to put your learning into practice.

Independent study is also vital for this course allowing you to prepare for taught classes and sharpen your own research and critical skills.

Assessment

Assessment methods emphasise not just knowledge, but essential skills development too. You’ll be assessed using a range of techniques including exams, group projects, written assignments and essays, in-course assessment, group and individual presentations and reports.

Career opportunities

Graduates of the MA Advertising and Marketing can expect to have a wide and varied range of career opportunities in marketing communications agencies and in-house marketing departments.

Previous graduates have become brand managers, research managers, account executives, business development specialists, sales managers and even started their own businesses. Employers include marketing agencies within the advertising and communications sector, retailers, communications groups, commercial banks, education and recruitment agencies.

An increasing number of graduates are working within the rapidly expanding digital, direct and interactive marketing industry.

Careers support

Our dedicated Professional Development Tutor provides tailored academic and careers support to every student. This means you will develop the academic skills to successfully progress through the course, and also the professional skills you will need to secure employment and start a successful career.

You can expect support and guidance on career choices, help in identifying and applying for jobs, as well as one-to-one coaching on interpersonal and communication skills.

Read more about our careers support.



Read less
The MSc in Marketing & Technology aims to transform students into uniquely-trained individuals possessing the knowledge and skills required to be successful marketers in dynamic and technology-driven industries. Read more

The MSc in Marketing & Technology aims to transform students into uniquely-trained individuals possessing the knowledge and skills required to be successful marketers in dynamic and technology-driven industries.

Companies such as Netflix, Airbnb, and Tesla have one thing in common: they break with the norms of existing markets and employ unconventional, technology-driven marketing approaches. Traditional marketing education all too often neglects the marketing abilities that these companies possess. 

The MSc in Marketing & Technology departs from the rather passive marketing logic that assumes markets and marketing channels are fixed features of reality. Instead, it shows how managers can proactively shape and create new markets and marketing landscapes.

The goal of this programme is to transform students into uniquely-trained individuals who understand how to leverage emerging technologies, such as 3D printing, Virtual Reality, and the Internet of Things, to design unique customer experiences, disrupt existing markets, and create entirely new ones.

The programme will direct students’ attention to significant and emerging technological trends, and show how they can address important social and environmental problems.

It seeks to enable students to discover new market opportunities that will have a positive impact on the economy, society, and the environment. Students will be equipped with the skills required to effectively navigate today’s technology-dominated marketing environments, and they will learn how to be successful marketers in the digital marketing era. 

You will find this programme valuable if you:

  • aim to find a marketing job in an entrepreneurial company, in a creative or technology-dominated industry, and/or in the area of digital marketing.
  • prefer working in dynamic and fast-changing environments
  • have an entrepreneurial mindset and enjoy thinking outside the box.
  • are fascinated by human ingenuity and the latest technological discoveries.
  • seek to make a positive impact on society.

Modules & structure

The MSc Marketing & Technology consists of:

  • six core modules (90 combined credits)
  • two optional modules (30 combined credits)
  • a research dissertation (60 credits)

You will study the following core modules:

Research project

You'll undertake an independent piece of research focusing on the intersection of marketing, technology management, and innovation. The research dissertation should be no longer than 10,000 words. You'll be advised by an experienced supervisor.

Optional modules

You can choose two optional modules to make up the remaining 30 credits

Please note that due to staff research commitments not all of these modules may be available every year.

Skills & careers

Companies across many industries have to cope with increasingly technology-dominated marketing environments. This programme is a response to the marketing needs of such companies. Also, entrepreneurial, technology-based firms will value the skills provided by this programme. Typical jobs include, but are not limited to, the positions of marketing manager, product manager, brand manager, advertising manager, PR manager, media manager, digital communications manager, account manager, marketing strategist, marketing analyst, marketing consultant, or sales manager.



Read less
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. Read more
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.

Read less
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. Read more
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 one-year course 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.

The course offers the chance to complete a Masters consultancy project in place of a dissertation, and we’ll discuss that option with you towards the end of your first semester. In the second year of this course you’ll undertake study in another country. Employers often prefer applicants who have a strong international awareness. Our exchange option will increase your experience and it’ll help you stand out from others.

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 the 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.

You’ll be supported extensively with your personal and professional development, particularly around reflection, self-awareness and group skills and be offered the chance to take part in a residential weekend to build on these. You’ll also get the chance to develop leadership and management skills in both theoretical and real-life settings.

During the second year you’ll spend a whole semester studying in another country. We organise exchanges with universities in Europe, Asia and the Americas, allowing you to take your international experience to another level. You’ll deepen your understanding of relevant topics and there may also be studies related to the language and culture of the host region. On your return you’ll complete your dissertation or consultancy project.

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
NX0478 - Masters' Study Abroad (Core, 60 Credits)
NX0480 - The Newcastle Business School Masters Dissertation (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 extending your international experience and widening your knowledge of business topics. You’ll develop an inter-cultural awareness that will help you stand out from other job applicants. Our network of partners and academic links will make it easier for you to find the right university in the right country to suit your interests and aspirations.

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.

Read less
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. Read more
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 one-year course 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.

The course offers the chance to complete a Masters consultancy project in place of a dissertation, and we’ll discuss that option with you towards the end of your first semester. You’ll also have the option to extend your studies by moving over to one of our two-year Digital Marketing MSc courses if you choose to.

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.

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.

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.

Your Future

This postgraduate course offers an excellent foundation for your future career in marketing or digital marketing management.

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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The MSc Digital Marketing Management at Cardiff Metropolitan University has been designed in conjunction with the . Institute of Direct and Digital Marketing (IDM). Read more

The MSc Digital Marketing Management at Cardiff Metropolitan University has been designed in conjunction with the Institute of Direct and Digital Marketing (IDM) and the needs of the digital industry. It will equip you with a wide range of digital and social media marketing knowledge and techniques.  The aim of the degree is to develop digital marketers who can succeed at a managerial level in today's demanding digital-marketing landscape.

Digital marketing channels have revolutionised the manner in which all businesses operate and market their business activities - as such digital marketing is a pivotal 'must do' activity. Consequently, employers from all sectors are seeking out graduates with digital marketing skills in an endeavour to capitalise on current and future digital trends. This degree has professional practice at its core with content being created and delivered by both academic staff and industry practitioners.

During your time with us, you will gain critical insights into:

  • The Digital Customer and their buying behaviour and how this differs from offline customers.
  • How organisations engage and interact with their with Digital Customers
  • The latest theories, trends and techniques in the use of Search Engine Optimisation (SEO), Pay-per-Click (PPC) and Social Media Marketing.
  • The metrics and methodologies of the digital analytics businesses such as Google, AdWords and Twitter Analytics through Google's Analytics Individual Qualification (IQ) scheme.

The structure and content of the course will allow you to develop your skills through working on real campaigns in collaboration with relevant businesses. In addition to this there are additional opportunities to practise your digital skill by participating in the Institute of Direct and Digital Marketing (IDM) Student Marketing Competition. The competition will give you enable you to experience what it is like to work for an advertising agency by working on a campaign for a well-known industry brand with the three highest-scoring finalists will be invited to pitch their ideas to the client face to face.

Achieving all of this means our approach to teaching goes beyond merely presenting you with sets of theories and principles of marketing. Instead it extends to you being able to evaluate the usefulness of these theories and principles in practice through the use of case studies and 'live' projects. We believe this degree will give the skills and knowledge to excel at a managerial level by being equipped with the insights, education and critical understanding needed to operate in what is a dynamic and changing digital-marketing landscape.

Our MSc Digital Marketing degree is in the process of being awarded IDM accredited status - which will enable our students the opportunity to gain exemptions form the IDM Certificate in Digital Marketing.  

*This programme is subject to validation for September 2018 entry and the information provided may be subject to change. All new programmes at the University must undergo validation, the purpose of which is to ensure that the proposed programme i​s aligned to the University's Mission and its content reflects appropriate levels of academic standards and quality.​

Course Content

The programme is comprised of three distinct stages, Postgraduate Certificate (PGCert) Digital Marketing, Postgraduate Diploma (PGDIP) Digital Marketing, and MSc Digital Marketing Management, with a range of compulsory taught modules (120 credits), and a non-taught element (60 credits). The MSc will be awarded on successful completion of 180 credits.

Term 1 (Certificate = Completing 60 credits):

  • Multi-channel Digital Marketing (20 credits)
  • Strategic Global Marketing in a Digital Context (20)
  • Modern Digital Marketing Research (20 credits)

Term 2: (Diploma = Completion of stage 1 and an additional 60 credits):

  • Understanding the Behavioural Elements of Marketing: Knowing Your Digital Consumer (20 credits)
  • Digital Analytics & Insights - Web, Mobile and Marketing (20 credits)
  • Academic Research for Business (20 credits)

Term 3: Masters = Completion of stages 1 & 2 and:

  • Dissertation (60 credits)
  • Digital Marketing Plan (60 credits)

Learning & Teaching

The course is delivered with a mixture of lectures and seminars. Many of the assessments will be based on real world cases and therefore specialist guest speakers and visits to businesses will also form part of the learning journey. At Master's level, self-management and independent research and study is expected with students being directed and encouraged to deepen their understanding of particular areas of Marketing. Moodle is used as an interactive VLE but the development of a learning community is particularly prevalent at Cardiff Metropolitan with excellent student support.

Assessment

Assessment on the programme is mixed and will include a variety of formats . You are assessed throughout the course on the basis of coursework, presentations and examinations. Assessments take the form of examinations (seen/unseen, open book, essays/short answers), essays, practical assessment, presentations, individual and group reports, and a dissertation, many of which are focused on real-life cases studies. 

Employability & Careers

The MSc Digital Marketing Management degree has been designed for people wanting a successful and rewarding marketing career in today's digital economy. Expected career paths include:

  • Digital Marketing
  • Mobile Marketing
  • SEO Account Management
  • Web Analytics
  • Search and Social Media
  • Web Content Management
  • Digital Creative Development
  • Marketing Communications
  • Marketing

Additionally the course is excellent preparation for continuing your study at MPhil or PhD at Cardiff Metropolitan University.



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Accredited by the Chartered Institute of Marketing (CIM) the MSc International Marketing (with Internship) offers students the opportunity to complement their studies with work experience in industry for up to 5 months full-time or longer part-time. Read more
Accredited by the Chartered Institute of Marketing (CIM) the MSc International Marketing (with Internship) offers students the opportunity to complement their studies with work experience in industry for up to 5 months full-time or longer part-time. The programme offers the opportunity for students to reflect upon their learned skill set to enable further development of their professional career development.

This specialist course examines current global marketing issues and aims to provide the skills you will need to stay at the forefront of this discipline throughout your career.

The main thrust of this program is to equip future marketing managers with the knowledge, understanding and experience to make and implement marketing decisions for the international arena. The taught component of the course will provide you with the most current thinking in marketing management, including marketing science, changing consumer behaviour, new media and the communications process, pricing across borders, and marketing in emerging markets.

Modules

Year 1

Core Modules:

Strategies for international market entry
Cross cultural buyer behaviour
International brand management
International pricing and performance
Research methods

Electives (one from):

Digital and social media
Global operations and logistics
Market driven marketing
Marketing communications
Public relations
Social marketing strategy

Year 2

15,000 word research dissertation as well as internship reflective practice project.

Teaching and learning

The highly qualified teaching team has broad industry experience in various areas of marketing, such as product management, market research and marketing communications. They are also research active, widely published in books, journals and reviews.

The Ehrenberg Centre for Research in Marketing, based at LSBU and the Ehrenberg Bass Institute in Australia regularly contribute to the curriculum and industry practitioners are often invited into the classroom.

Types of careers

Marketing executives help develop marketing campaigns to promote a product, service or idea. The work can be exceptionally varied – from sourcing and placing adverts, to producing marketing materials such as leaflets and e-newsletters, to organising events.

Excellent writing and confident presentation skills are essential to work in marketing. Good people skills are also a must as networking is particularly important. So is having a creative and adaptive mind.

A traditional career path leads from marketing executive to senior marketing executive, then to marketing manager, and finally to marketing director. However the marketing industry is very broad, with many companies in all different sectors requiring varying degrees of marketing expertise, so options for progression vary considerably.

Graduate success

Successful graduates having gained valuable work experience will be equipped to work in a variety of organisations including multinational and global companies, public sector organisations, charities and start-ups.

Alumni connections

Students will have direct access to the growing LSBU Marketing alumni network that actively participates in career and marketing events and regularly provides job opportunities. Our Alumni currently work in a wide range of marketing careers across the world, including corporate marketing, advertising and communication, as university academics, and in public sector and not for profit marketing functions.

LSBU Employability Services

LSBU is committed to supporting you develop your employability and succeed in getting a job after you have graduated. Your qualification will certainly help, but in a competitive market you also need to work on your employability, and on your career search. Our Employability Service will support you in developing your skills, finding a job, interview techniques, work experience or an internship, and will help you assess what you need to do to get the job you want at the end of your course. LSBU offers a comprehensive Employability Service, with a range of initiatives to complement your studies, including:

• Direct engagement from employers who come in to interview and talk to students
• Job Shop and on-campus recruitment agencies to help your job search
• Mentoring and work shadowing schemes.

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Accredited by the Chartered Institute of Marketing (CIM) this course provides the unique opportunity to gain both work experience and a post graduate education in integrated marketing communications. Read more
Accredited by the Chartered Institute of Marketing (CIM) this course provides the unique opportunity to gain both work experience and a post graduate education in integrated marketing communications.

Your choice to study this programme will enable you to develop internship experience embedded in the MSc Marketing Communications , achieve a thorough education in Marketing Communications, be exposed to practitioners in the field of marketing communications through guest lectures and workshops and be prepared for either client or agency side of marketing communications.

The MSC Marketing Communications (with Internship) offers students the opportunity to work in industry for up to 5 months full time or longer part time. The programme offers the opportunity for students to reflect upon their learned skill set to enable further development of their professional career development.

Collaboration with client companies and agencies will guide the programme structure and content. Direct practitioner involvement in lectures and presentations offering cutting-edge topics and analysis.

Teaching and learning

The course offers a highly qualified teaching team of strong, research-active marketing communications academics who have published widely in books, journals and reviews. The team has broad industry experience in marketing communications as consultants, senior managers and agency directors.

Student engagement with industry-led research, practitioner shadowing and career opportunities feature as does access to the growing LSBU Marketing alumni network that actively participates in career and marketing events and regularly provides job opportunities.

Student on this course have the added advantage of having access to the substantial international marketing communications and consumer behaviour research undertaken by the Ehrenberg Centre for Research in Marketing, based at London South Bank University. Members of the Centre, as well as visiting researchers from the Ehrenberg-Bass Institute in Adelaide will continue to disseminate new findings to students.

Careers

Marketing executives help develop marketing campaigns to promote a product, service or idea. The work can be exceptionally varied – from sourcing and placing adverts, to producing marketing materials such as leaflets and e-newsletters, to organising events.

Excellent writing and confident presentation skills are essential to work in marketing. Good people skills are also a must as networking is particularly important. So is having a creative and adaptive mind.

A traditional career path leads from marketing executive to senior marketing executive, then to marketing manager, and finally to marketing director. However the marketing industry is very broad, with many companies in all different sectors requiring varying degrees of marketing expertise, so options for progression vary considerably.

Graduate success

Successful graduates having gained valuable work experience will be equipped to work in a variety of organisations including multinational and global companies, public sector organisations, charities and start-ups. Many of our alumni work for advertising, brand, and market research agencies. Equally our graduates are successful in client-based companies such as manufacturers and banks.

Alumni connections

Students will have direct access to the growing LSBU Marketing alumni network that actively participates in career and marketing events and regularly provides job opportunities. Our Alumni currently work in a wide range of marketing careers across the world, including corporate marketing, advertising and communication, as university academics, and in public sector and not for profit marketing functions.

LSBU Employability Services

LSBU is committed to supporting you develop your employability and succeed in getting a job after you have graduated. Your qualification will certainly help, but in a competitive market you also need to work on your employability, and on your career search. Our Employability Service will support you in developing your skills, finding a job, interview techniques, work experience or an internship, and will help you assess what you need to do to get the job you want at the end of your course. LSBU offers a comprehensive Employability Service, with a range of initiatives to complement your studies, including:

• Direct engagement from employers who come in to interview and talk to students
• Job Shop and on-campus recruitment agencies to help your job search
• Mentoring and work shadowing schemes.

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Centennial College's Marketing Research and Analytics program positions you at the forefront of a cutting edge job market in which organizations have oceans of data available to them but struggle to make sense of it as marketing becomes increasingly data-driven. Read more
Centennial College's Marketing Research and Analytics program positions you at the forefront of a cutting edge job market in which organizations have oceans of data available to them but struggle to make sense of it as marketing becomes increasingly data-driven. As a result, there is a large and growing demand for trained researchers who can harness the power of big data using the latest tools and analytical techniques to uncover new insights and drive businesses forward.

This Marketing Research and Analytics program combines advanced courses in marketing research and big data analytics with training on leading commercial technologies and platforms and the opportunity to gain in-demand industry certifications.

This program equips you with knowledge, skills and training in leading business intelligence and marketing research technologies and tools used in the field. Among them are SAS Enterprise Guide and SAS Enterprise Miner, Environics Analytics Envision (used to develop comprehensive profiles of selected target markets), SPSS, Tableau (the leading data visualization software), Excel, XL Miner, Dell Factiva and NVIVO (qualitative research and text analysis software).

Upon graduation, you receive an Ontario Graduate Certificate from Centennial College, plus certificates of recognition from SAS and Environics Canada. In addition, you are put on an accelerated track to earning the Certified Marketing Research Professional (CMRP) designation, the premier credential in Canadian marketing research from the Marketing Research and Intelligence Association (MRIA).

Career Opportunities

Program Highlights
-The Marketing – Research and Analytics program combines marketing research principles and skills with cutting edge "big data" analytics techniques to equip you with the training required to deliver insights and strategies to help organizations make smarter and more impactful business decisions.
-Employed is an extensive use of learner-centered approaches such as case studies, simulations and project-based learning, with a focus on developing project management, teamwork, analytical thinking, and report writing and presentation skills.
-Hands-on learning covers areas such as questionnaire design, data manipulation, quality control, statistical output and program development.
-There is a strong focus on applying marketing research and analytics to strategic marketing decision-making.
-In the second semester, you develop and implement a capstone project that will integrate and apply your learning.
-In addition to market research technologies, you also have access to the full suite of Microsoft products, including Microsoft Excel, XL Miner, Access and PowerPoint.
-Once you graduate, you have the option to take the Comprehensive Marketing Research Exam (CMRE) on campus at Centennial College, which leads to the Certified Marketing Research Professional (CMRP) designation.

Articulation Agreements
Start with a graduate certificate, and continue to a master of business administration through our degree completion partnership. Successful graduates of this Marketing – Research and Analytics program may choose to continue with courses leading to a graduate degree.

Career Outlook
-Marketing research specialist or analyst
-Research analyst
-Marketing research and intelligence coordinator
-Market intelligence specialist or analyst
-Customer insights analyst
-Consumer research manager
-Business intelligence analyst
-Market research analytics manager
-Web marketing analyst
-Customer experience analyst
-CRM analyst
-Direct response analyst
-Digital marketing analyst
-Social media analyst
-Data and analytics specialist
-Business analytics specialist
-Loyalty program analyst
-Sales analyst
-Marketing strategy analyst

Program Outcomes
-Optimize the financial results produced by interactive marketing programs through the application of marketing analytics
-Contribute to the design of a marketing analytics team project (develop charter, business case financials, technical requirements, design, test plan, test results, approval to proceed) and the management of the resulting project
-Create, manage and mine, and apply modelling and decision making functions to a database
-Utilize data auditing techniques and quality control processes that are consistent with current marketing research codes of conduct and Canadian privacy principles to ensure the integrity of the data collection, storage, analysis and presentation processes
-Compare and contrast, evaluate and select appropriate data sources to meet specific marketing objectives
-Conduct industry, competitor and customer analyses using a wide variety of secondary research sources
-Produce reliable and analyzable data through the application of sound questionnaire design principles to marketing research projects
-Design marketing research projects and interactive marketing programs that are founded in sound sampling techniques, hypothesis testing and research design
-Solve business and marketing problems by identifying, selecting and applying effective, current and relevant techniques such as descriptive and inferential analysis
-Prepare provisional output of analyses including cross-tabulations and pivot tables that address the needs of analysts and prepare final output, including research reports, presentation sides and visual representations of data that address the needs of management
-Develop actionable recommendations based on situation analyses and research findings

Areas of Employment
-Retail corporations
-Organizations with in-house analytical and research functions
-Marketing research firms

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Digital marketing is driving customer insights, and proves key in improving return on investment and company performance. Read more
Digital marketing is driving customer insights, and proves key in improving return on investment and company performance. There is a shortage of skilled people who can manage this process and interpret data to provide a justification for decision making; meaning this MSc Strategic Digital Marketing course is attractive to employers.

Strategic Digital Marketing is an essential aspect of any marketing strategy. By studying this course you will develop the skills and knowledge much sought after in the market place, allowing you to contribute strategically to a business’s success in the digital marketing arena.

You will explore contemporary approaches to strategic marketing in a digital context, and how these can be applied now and in the future. This will give you, your organisation, or prospective employer, a distinct competitive advantage.

The course also provides many opportunities for you to network with fellow students, sharing your experience and workplace ideas, and offers an innovative approach to the issues that today’s marketers face.

The course is currently being considered for accreditation by the IDM (Institute of Direct and Digital Marketing).

See the website http://courses.southwales.ac.uk/courses/1247-msc-strategic-digital-marketing

What you will study

This course focuses on strategic entrepreneurial marketing and the development of new business models and value propositions based on in-depth insights of both customer and industry/market sector analysis.

It has a clear emphasis on the strategic utilisation of digital marketing theory, strategy, tools and tactics as well as analysis and evaluation of key analytics and metrics in meeting organisational key performance indicators.

You’ll study 180 credits on the course. These credits are made up of the following modules:

- Digital Marketing Management (September – December)
On this module you will learn key aspects of strategic digital marketing planning as well as the changing nature of customer markets and strategic business models. You will be expected to set strategic digital marketing objectives to meet strategic business aims.

- Strategic Entrepreneurial Marketing (September – December)
Gain an understanding of key constructs associated with Strategic Entrepreneurial Marketing, Strategic Entrepreneurial Marketing interfaces with business strategy; and the differentiation between Strategic Entrepreneurial Marketing, and normative marketing planning and management.

- Content Marketing and PR (January to March)
You will be provided with a solid foundation for writing and factual story-telling as well as verbal communication within a marketing and PR context.

- Digital Tools, Technologies and Metrics (January to March)
You will learn about how digital tools and technologies can be used to engage and influence customer conversations and interactions as well as customer retention. You’ll also understand and critique best practice and relevant tools and technologies, application, remuneration and controls to deliver results and find out about how digital tools and technologies interface with business activities to meet strategic aims and objectives.

- Campaign Planning for Marketing and PR (April – May)
On this module you will learn about key constructs associated with Campaign Planning for Marketing and PR; and how strategic digital Campaign Planning for Marketing and PR interfaces with overall organisation strategies and actions.

- Research Methods
Develop your understanding and skills of research in a management and/or professional development context whilst undertaking a critical review of research methodologies and methods.

- Dissertation
A significant piece of research into an appropriate area of study.

Learning and teaching methods

The course is delivered full-time daily and is term-based. Part time students, depending on prior qualifications and experience will be counselled on the flexible options available to them.

You will study through a series of lectures, workshops and internship/work-based learning. The course team work closely with digital marketing professionals who co-deliver elements of the course.

Teaching staff come from a range of academic and practitioner backgrounds. Their expertise comes from a wide range of private and public practice areas as well as academic and research-focussed subjects.

Alumni form an important part of delivery through communicating experiences and inspiring our students. Through social media, we have captured graduates who have studied the course and related modules. It is hoped that this group will facilitate networking and information sharing. A LinkedIn course area has been developed to ensure prospective and current students and alumni can engage and build their professional network.

Work Experience and Employment Prospects

The MSc Strategic Digital Marketing draws students from a range of backgrounds who share the common goal of wanting to develop as strategic digital marketers. Graduates should greatly enhance their career prospects across a variety of industries in both private and public sectors but may also choose to start up their own business in this growth area. Career options include Social Media Lead, Digital Marketing Manager, Digital Strategy Manager, Marketing Manager, Digital Communications Manager or E-Marketing Manager.

Throughout the course guest speakers representing employers from public, private and third sector industries and organisations provide students with career advice. These sessions will provide you with a broad overview of the different opportunities available to you.

Assessment methods

You will be assessed on a variety of methods, including individual coursework (reports and portfolio work), group projects (reports, presentations, and case studies) and a dissertation/business research project. There are no examinations.

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The MSc Digital Marketing at Liverpool John Moores University will extend your knowledge of traditional marketing and equip you with the new knowledge and approaches needed to reach digital audiences. Read more
The MSc Digital Marketing at Liverpool John Moores University will extend your knowledge of traditional marketing and equip you with the new knowledge and approaches needed to reach digital audiences.

-Course available to study full time (1 year) and part time (2 years)
-Programme at the cutting-edge of digital marketing practice, led by staff with strong links to professional bodies
-Developed in partnership with industry and delivered by both academics and industry professionals
-Accreditation by the Institute for Direct and Digital Marketing recognising that course content is of a professional standard relevant to potential marketeers
-Assessment through live client briefs and consultancy or project work brings the opportunity to gain work experience and develop a digital portfolio as a showcase for potential employers

Digital Marketing is one of the biggest growth areas in present times. For those with a talent for understanding brand identity, there are many new and exciting opportunities to explore tone-of-voice, and to make connections through these ever evolving modes of digital communication.
A new breed of marketing professional is in demand, someone who is able to combine traditional marketing methods with new techniques and platforms to reach a digital audience and who is also creative, innovative and responsive.

Initially you will explore digital marketing principles and practices, emerging technologies and consumer behaviour in the digital age. You will develop a good understanding both of traditional marketing and of new ways of working in a digital environment, making the programme relevant to those who have studied marketing and those who are from technology backgrounds.

The IDM accreditation recognises that the course content is of a professional standard relevant to those who want to work in marketing. It gives you the opportunity to take the IDM Certificate in Digital Marketing alongside your studies, a professional qualification widely recognised by employers.

What you will study on this degree

Please see guidance below on modules for further information on what you will study.

Digital Marketing in Context

You will develop a critical, theoretical understanding of the field of digital marketing, gaining an in-depth appreciation of the key areas of digital including email marketing, online promotion, social media management, mobile marketing and SEO

Digital Marketing (current and emerging technologies)

Explore the key concepts and trends within digital marketing while building confidence to work with some of the significant, emerging technologies in this exciting new field. The module provides hands-on, interactive workshops which will allow you to gain the necessary practical skills for working with the various technologies in the field of digital marketing

Marketing, Consumer and Business Insights

By completing this module, you will understand the nature of the marketing function and the importance of marketing within the modern organisation

Digital Marketing Strategy and Planning

This module will provide you with a detailed understanding of how to plan a digital marketing campaign. You will evaluate relevant academic frameworks and up-to-date industry sources will be used to plan a detailed campaign based on a 'live' brief

Digital Marketing Campaign Management

This module complements 'Digital Marketing Strategy and Planning' and allows you to work alongside your client and develop your 'live' project

Research Methods for Digital Marketing

Develop an understanding of the key research methods necessary to analyse important consumer and market trends. This module prepares you for your dissertation

Dissertation

Complete a 15,000 word research study on a theme of your choice

Further guidance on modules

The information listed in the section entitled 'What you will study' is an overview of the academic content of the programme that will take the form of either core or option modules. Modules are designated as core or option in accordance with professional body requirements and internal Academic Framework review, so may be subject to change. Students will be required to undertake modules that the University designates as core and will have a choice of designated option modules. Additionally, option modules may be offered subject to meeting minimum student numbers.

Please email if you require further guidance or clarification.

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Accredited by the Chartered institute of Marketing (CIM) this programme is an excellent choice if you wish to gain valuable work experience in Marketing as it provides undergraduates from a variety of disciplines a unique opportunity to gain both work experience and an education in marketing. Read more
Accredited by the Chartered institute of Marketing (CIM) this programme is an excellent choice if you wish to gain valuable work experience in Marketing as it provides undergraduates from a variety of disciplines a unique opportunity to gain both work experience and an education in marketing.

Your choice to study this programme will enable you to develop internship experience embedded in the MSc Marketing (with Internship), achieve a thorough education in Marketing and business, as well as choose up to a third of your modules so that you can specialise in a number of different areas.

The programme offers up to 5 months of work experience through internships and the necessary education in Marketing to help you to succeed in your future career. The benefits of taking this course are clear; work experience for your CV and a rigorous academic postgraduate programme to help you on your way to secure a thriving career in Marketing.

To reflect your personal interests and develop your specialist areas, you can choose as much as a third of the taught modules. Specialist areas include brand and product management, marketing communications, digital marketing, evaluation through metrics, marketing research, supply chain management, and pricing.

Modules

Year 1

Contemporary marketing
Financial and HR management for marketing
Managing strategy and change
Research methods

Electives:

International brand management
International pricing and performance
Integrated marketing communications
Social marketing strategy
International marketing
Global operations
Emerging issues in marketing communications
Market driven marketing
Digital and social media
Public relations

Year 2

15,000 word research dissertation as well as internship reflective practice project.

[Teaching and learning]]

The highly qualified teaching team has broad industry experience in various areas of marketing, such as product management, market research and marketing communications. They are also research active, widely published in books, journals and reviews. The Ehrenberg Centre for Research in Marketing, based at LSBU and the Ehrenberg Bass Institute in Australia regularly contribute to the curriculum and industry practitioners are often invited into the classroom.

Employability

Successful graduates having gained valuable work experience will be equipped to work in a variety of organisations including multinational and global companies, public sector organisations, charities and start-ups.

Alumni connections

Students will have direct access to the growing LSBU Marketing alumni network that actively participates in career and marketing events and regularly provides job opportunities. Our Alumni currently work in a wide range of marketing careers across the world, including corporate marketing, advertising and communication, as university academics, and in public sector and not for profit marketing functions.

LSBU Employability Services

LSBU is committed to supporting you develop your employability and succeed in getting a job after you have graduated. Your qualification will certainly help, but in a competitive market you also need to work on your employability, and on your career search. Our Employability Service will support you in developing your skills, finding a job, interview techniques, work experience or an internship, and will help you assess what you need to do to get the job you want at the end of your course. LSBU offers a comprehensive Employability Service, with a range of initiatives to complement your studies, including:

• Direct engagement from employers who come in to interview and talk to students
• Job Shop and on-campus recruitment agencies to help your job search
• Mentoring and work shadowing schemes.

Read less
This course is designed to offer students who hold an Institute of Direct & Digital Marketing (IDM) QCA Level 7 diploma qualification, with weighted average pass of 50% or more, the opportunity to upgrade their qualification to a Masters degree. Read more
This course is designed to offer students who hold an Institute of Direct & Digital Marketing (IDM) QCA Level 7 diploma qualification, with weighted average pass of 50% or more, the opportunity to upgrade their qualification to a Masters degree.

This course was designed in conjunction with The Institute of Direct and Digital Marketing (IDM), the leading body for the professional development of direct, data and digital marketing and will develop both the theoretical and practical knowledge of digital and marketing concepts that are vital in today's business environment.

The focus of this programme is to equip future marketing managers with the knowledge and understanding of the traditional academic theories, concepts and frameworks of marketing strategy and planning and be able to apply them in the contemporary digital environment. Students will learn the strategic importance of technical change and innovation in the context of information technology and knowledge management. They will also become highly aware of the regulations, legislation, and codes of practice affecting digital marketing and gain the ability to work with others to formulate appropriate and ethical business solutions.

It is anticipated that a high number of students applying for this course will be in full-time employment. Therefore a number of flexible study routes are offered:

Traditional campus based course

The traditional university campus based route of face to face learning will require weekly attendance over the 15 week semester. Teaching takes place during the daytime and would require attendance at the university.

Full-time route (12 months)

This route require you to take three modules over one semester starting in January and finishing in June. You will then have until December to submit your 20,000-word dissertation. International students will need to study full time and complete the whole course in two semesters due to visa requirements.

Part-time route (24 months)

The part time route will enable modules to be taken over two semesters. Starting in January you will finish the taught element 12 months later and will then have until the following December to complete your 20,000 word dissertation.

Blended route (24 months)

The blended learning route will enable you to study at home for two semesters before progressing to the dissertation. Each semester will include one or two intensive workshops introducing the core subjects, which are then supported extensively by online learning materials, presentations and webinars. Starting in January you will finish the taught element 12 months later and will then have until the following December to complete your 20,000 word dissertation.
The workshops will normally take place in February,September, November and January.

Modules

Contemporary Marketing (20 Credits)

This module provides a theoretical look at the world of consumers and their behaviour in the digital environment, drawing on consumer behaviour, product, brand and communications theories to interpret and understand how consumers are respond to different technologies. This module sets out to enable students to learn how to operationalise the key marketing, consumer behaviour and communication theories to enable students to critically appraise the swiftly changing digital marketing channels in the light of marketing theory.

Digital and social media (10 credits)

This module provides an intensely practical education in the core digital technologies, such as websites, search, display media, affiliate networks and mobile. Students will explore how they are being used and can assist in the delivery of marketing goals.

Research methods (20 credits)

This module provides students with the learning, tools and techniques necessary for the completion of their dissertation, the final component for students wishing to obtain a Master's degree in Digital Marketing. Students will learn about the methods and tools of research and develop an understanding of the logic, sequence and structure of a research project, thus enabling students to design a logical structure for their dissertations. The aim of the module is to ensure that students are aware of the vast array of methodologies available to them and facilitating their ability to produce an original piece of work which adds to their existent body of knowledge and will help students explore the sources and types of information required for the research projects and the practical challenges associated with obtaining information.

Teaching and learning

The taught component of the LSBU course provides students with the module Marketing in the Digital Environment, which introduces elements of marketing science, changing consumer behaviour, new media, branding, and the communications process. In addition, the Research Methods module will develop your ability to apply qualitative and quantitative analytical techniques to interpret relevant business data and derive effective and ethical solutions. You will also be given the opportunity, through the dissertation, to develop an individual approach to a research project, enabling you to specialise in a particular area of digital marketing that is of interest to you and your career.

Employability

The MSc Digital Marketing is designed to produce graduates with advanced expertise. You may find employment in middle to top management positions in large corporates or small charities, in modern e-businesses or public sector organisations. Digital marketing is the way of the business world for the future and the opportunities are vast.

Successful students from other LSBU marketing orientated Masters programmes have entered into many different types of organisations including multinational and global companies, public sector organisations, charities and startups.

Graduates have also found it a great addition to their professional Diploma qualifications, enabling them to develop a greater confidence in their work through being able to understand and apply more advanced levels of theory and practice to the marketing and business challenges that they face every day.

Sam Moore, (2012) said:"Being able to cover theory and real examples, both in Digital Marketing and Research Methods subject areas has given me valuable additional skills and knowledge to draw on in the workplace. The Masters requires commitment. If you're prepared to dedicate some time to the course, you'll reap the benefits both personally and at work."

LSBU Employability Services

LSBU is committed to supporting you develop your employability and succeed in getting a job after you have graduated. Your qualification will certainly help, but in a competitive market you also need to work on your employability, and on your career search. Our Employability Service will support you in developing your skills, finding a job, interview techniques, work experience or an internship, and will help you assess what you need to do to get the job you want at the end of your course. LSBU offers a comprehensive Employability Service, with a range of initiatives to complement your studies, including:

• Direct engagement from employers who come in to interview and talk to students
• Job Shop and on-campus recruitment agencies to help your job search
• Mentoring and work shadowing schemes.

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The MSc in Digital Marketing enables you to specialise in planning and applying digital marketing strategies. You will develop a strong foundation in marketing theory and practice, combined with a specialist perspective on digital marketing and how it integrates into an overall marketing framework. Read more

The MSc in Digital Marketing enables you to specialise in planning and applying digital marketing strategies. You will develop a strong foundation in marketing theory and practice, combined with a specialist perspective on digital marketing and how it integrates into an overall marketing framework.

You have the choice of applying for an 8 month paid work placement in a marketing role instead of completing a dissertation or client project. By gaining this professional experience you will be well prepared for your future career. 

Your individual employment prospects will be enhanced through knowledge of marketing and digital marketing theory and practice. In addition, you will have the opportunity to sit the Institute for Direct and Digital Marketing (IDM) Certificate level exam. IDM student members also benefit from digitally focused job opportunities available through the IDM’s digital hub.

The current fast-changing media and technology environment presents many challenges to marketers. You will develop the skills to analyse complex marketing situations in the digital environment, and reach decisions on solutions and actions. You will acquire the specialist digital marketing knowledge needed to understand and create digital marketing solutions, preparing you for a number of marketing roles including Digital Marketing Analyst, Social Media Manager, Communities and Social Media Specialist.

Course content

Compulsory Modules

You will study eight compulsory modules and a module which helps develop your professional and academic skills. In addition, you will choose two optional modules and you also have the opportunity to apply for an 8 month paid work placement in a marketing role, or you can complete either a dissertation or client project. If you choose not to take a work placement, the course lasts 12 months. If you take the work placement the course last 17 months.

Please also refer to the course structure chart.

  • Introduction to the Principles of Marketing
  • Understanding Customer Behaviour
  • Research Methods for Events and Marketing
  • Professional and Academic Development
  • Digital Marketing and Analytics
  • Customer Insight and Engagement
  • Digital and Social Media Marketing Strategy
  • Global Marketing Strategy

Optional Modules – choose one of the following

  • Client Project
  • Placement Project
  • Dissertation

Teaching and learning

Much of the teaching on the course takes the form of interactive workshops, but there are also lectures from staff and visiting speakers. Lectures, discussions, role-play exercises and seminars are linked with selected case studies and assessments to strengthen your practical analysis and decision-making skills. You will develop your skills in working as part of a team through structured group assignments and online group-based marketing simulation.

You will gain practical experience and put your knowledge of marketing approaches and theory into practice during live research projects for an organisation. Teaching staff at the Business School are engaged in academic research and/or come from an industry background with in-depth practical experience of business and management issues. Visiting speakers from the world of business, consultancies and research bodies augment the programme through leading edge discussions and specialist events.

Specialist facilities

We're investing over £30m to create a modern teaching and learning facilities and creating a new home at Headington for the Oxford Brookes Business School.

Set to be complete in 2017, you'll see:

  • The Faculty of Business brought together in a modern, professional environment
  • 30 teaching rooms and a collaborative lecture theatre
  • A new Main Hall with soundproof wall, perfect for teaching and events like graduations
  • Social learning spaces and a cafe
  • A new gateway into the Headington Campus.

Our library provides specialist business resources (both hard copy and via online access) to UK and overseas companies' annual reports, statistics on all aspects of business and management, a wide range of constantly updated key texts, and postgraduate MA, MBA, MSc and PhD theses.

Field trips

We offer an International Business in Practice Study Trip module. The purpose of this study trip is to give postgraduate students a hands-on, intensive experience with the ideas and practices of global business. The programme will include presentations from local management executives and experts. Students will have direct interaction with management executives and practices through site visits to major corporations and agencies.

This study trip is voluntary and all costs associated with the trip will need to be funded by you. It is not linked to university assessments in any way. If you successfully complete this module you will have the following non-credit bearing module recorded on your transcript: P58335 International Business in Practice: Study Trip.



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