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Course content

The Masters in Digital Marketing is ideal for business graduates and experienced marketing and business professionals seeking to prove their expertise at a senior digital marketing level. The course is exclusively designed and developed by industry experts and validated by representatives from global digital brands like Google, Microsoft and Facebook.

Upon completion of the Masters in Digital Marketing, you’ll gain the business and marketing skills, and certification, needed to set you apart from your professional competition. You’ll be supported by both an academic and industry expert supervisor, as well as benefiting from our programme management team and regular instructional webinars.

The focus on strategic aspects of digital marketing management will enable students to:

- Amass considerable specialist knowledge, which you will be able to apply at an expert level to various digital marketing challenges.
- Develop, and effectively implement an integrated digital marketing strategy for your organisation.
- Develop an advanced knowledge of the concepts and theories that underpin digital marketing approaches, and their relationship to conventional marketing.
- Develop a deep understanding of the factors that drive consumer behaviour in the digital economy.
- Develop advanced skills in the practices that relate to digital and data-driven marketing, including critical analysis and evaluation.
- Research and build deep expertise in a specific area of digital marketing through the completion of a supervised research thesis.
- Gain a significant advantage in the domestic and international marketplace.
- Increase your capacity to test and measure various marketing channels evaluating ROI for your business.

Programme Description:

The focus of the Masters in Digital Marketing is on the strategic aspects of digital marketing management, which will help propel your digital marketing career forward to expert status. This programme is particularly suitable for marketers who have previously qualified to honours degree level and who wish to develop a deeper understanding of the tools and techniques of digital marketing and communications. Upon completion of your Masters thesis you will be shaped into an influential and in-demand Digital Marketing professional in a booming industry.

The Masters in Digital Marketing gives emphasis both to a contemporary academic approach through online lectures and webinars taught by industry experts and the application of principles and best practices in the workplace. The programme tutors are themselves experienced practitioners in digital marketing, working at the cutting edge of developments in this rapidly advancing field. The emphasis is on their support for the students throughout a varied and interesting teaching and assessment programme.


Digital Consumer Behaviour:

The customer is the starting and finishing point for all effective digital marketing strategies and this module focuses on how a customer centric approach and deep appreciation for consumer interaction models on the internet are crucial to effective digital marketing strategies. Through a more in-depth understanding of consumer psychology and the internet as a medium, marketers will be able to leverage the ability to influence consumer decisions and marketing outcomes.

Digital Marketing Channels:

Digital Marketing Channels provide a comprehensive framework and understanding of the power of digital marketing including the latest technologies and applications. Students will gain an all rounded understanding on how to effectively apply digital marketing effectively. Key topics include search engine marketing and optimisation, social media marketing, mobile marketing, email marketing and affiliate marketing.

Digital Marketing Strategy & Planning:

Learn how to critically analyse a business and its target client groups, and create a Digital Marketing strategy and implementation plan for that business. Students will gain sound knowledge of how online marketing has evolved from a peripheral element of organisational marketing to one that is the hub of customer-centric communications in an increasingly multi-channel environment.

Digital Marketing Management:

This Management and Integration of Digital Marketing Module provides the framework to understand and analyse the online environment, consumers and competitors. Key concepts, principles and activities involved in digital marketing programmes are introduced. Students are familiarised with the stages of analysis, development, implementation and control of digital marketing campaigns.



The webinars during stage 2 will equip you to hone your research and thesis writing skills. With the core Digital Marketing topics covered in the first stage of the programme, these webinars will consist of practical guidance in the areas of structuring your thesis, undertaking primary research, interpreting results and presenting your findings.

With the core Digital Marketing topics covered in the first stage of the programme, these webinars will consist of practical guidance in the areas of structuring your thesis, undertaking primary research, interpreting results and presenting your findings.

Thesis Selection & Supervision:

The Masters thesis is a carefully argued, scholarly research paper of 15,000 words. Written under the supervision of academic and industry supervisors, you will present an original argument that is carefully documented from primary and secondary sources. The thesis will have a substantial research component and a focus that falls within a specific topic in digital marketing. As the core element of the Masters programme, the thesis gives you an opportunity to hone and demonstrate expertise in one specialised area of digital marketing.

Supporting you Through Your Study:

In the second stage of the programme, you will receive the mentorship of a digital marketing expert and academic supervisor throughout the writing of your thesis. We deliver a course that is not only rigorous but is highly geared towards the reality of working as a modern-day marketer. Throughout your programme you will have learned from from industry practitioners and you will have built strong bonds with an influential peer group through your dedicated class network.

You can start the online programme at any time, as long as you meet the entry requirements.

Contact [email protected] for application details.




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