From online behavioural marketing to in-game advertising, and from SMS marketing to app-based adverts, digital marketing has revolutionised the way advertisers sell and consumers buy. And as the established major players and ambitious start-ups continue to develop and expand the landscape, so a ‘digital skills gap’ has appeared, both in the UK and internationally.
This course aims to help fill that gap by providing you with the knowledge and expertise you will need to make an impact in this rapidly expanding global industry.
There are six entry points through the year. This allows you to start when it is most suitable. The entry points are:
• September • November • January • March • June • July
• Learn the theoretical and practical skills that are demanded by the world’s leading digital marketers • Study with seasoned professionals, academics and practicing experts, focusing on areas such as Marketing Data Analysis and Marketing Communications • Develop your entrepreneurial expertise through seminars, workshops, project work and our well-established links with the local digital community • Gain an understanding of the strategic knowledge and skills you will need to make effective business decisions and become a successful digital professional • Explore the innovative creative concepts that are driving the latest global digital success stories, and develop the confidence to take your own imaginative ‘leaps of faith’ • Challenge yourself as you study the theory and practice behind audience behaviour and what make consumers buy (or not buy) products and services • Benefit from studying at a university with recognised expertise in ‘Big Data’, and a campus that is home to Phase 1 of the award-winning MK Data Hub.
On this Digital Marketing course, you will undertake four 30 credit units and one 60 credit project unit. Our courses are designed to be engaging, attractive and flexible in the current global marketplace.
Your course takes place over three semesters. Depending upon when you join the course, this will determine the order of units which you will study. You will benefit by beginning your studies with others who started at one of the earlier points of entry.
• Induction Week • Unit 1 (30 credits) • Unit 2 (30 credits) • Unit 3 (30 credits) • Unit 4 (30 credits) • Business/Law project (BLP) 60 credits
The structure provides an intense and highly rewarding learning experience. The induction week will prepare you well for study on your course. You will then study only one unit at a time, which will enable you to focus upon the subject. Our evidence-based approach is designed to enhance engagement and success by applied practice, working with others and network development. The learning delivery takes place through a mix of interactive lectures, seminars, tutorials and lab sessions, along with guided learning, independent and autonomous learning. This emphasis on active learning uses the latest in teaching and learning approaches, integrated with our employability practice-based method with real businesses to enable you to gain real experience as part of your course.
• Brand Communication and Reputation Management • Marketing and the Digital Future • Strategy and Brand Management • Digital Analytics
This Master's course provides the opportunity to undertake different types of project, a "Capstone" experience which completes the integration of your studies applied in one of the following:
• Professional Practice - the central aim of this unit is to provide you with a thorough understanding of the commercial context in which organisations operate. By reflecting upon your existing knowledge and experience you will be required to respond to a number of work-based scenarios through critical evaluation to determine an appropriate course of action.
• The Live Project - this will enable you to work as part of a team on a project provided by a business organisation. The exact nature of the level of work, and nature of responsibility will depend upon the chosen organisation. However, there will be close negotiation between the company and the Business School.
• The dissertation - this is a conventional dissertation of 12,000 to 15,000 words, enabling you to undertake in-depth research of a topic relating to your course. It will consist of research question, aims and objectives, rationale for undertaking the study, literature review, research methodology, analysis of findings, conclusions and recommendations.
In line with the Business School’s commitment to practice-based education, a large part of the assessment will relate to the demonstration of your ability to understand Digital Marketing in practice.
It is the expectation of the course that you understand the theory and develop critical thinking skills, which will help you to evaluate the relevance of what you have learnt. All of this comes together by being able to demonstrate rigorous expertise for a business or related organisation.
Students completing the course will have the skills and find career opportunities in the following industries/areas: • Digital Marketing • Mobile Marketing • Digital Account Management • Search and Social Media • Web Content Management • Digital Creative Development • Marketing Communications • Marketing You will also be well prepared for further research study in either the MPhil, or PhD.