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).
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.
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.