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Digital Marketing (MSc)

Course Description

The MSc in Digital Marketing delivers a professional postgraduate qualification taught by industry experts. Drawing on the expertise and insight of the UK’s leading practitioner-trainers, the syllabus has been developed to combine an examination of current industry concerns and considerations with a robust academic approach.

The programme is specifically designed for those with significant industry experience, equipping you with practical, immediately applicable skills for the workplace and the long term ability to assess and critique digital marketing practice and implementation to support ongoing career development. Taught part-time, each unit is comprised of 6-8 face to face classroom days and extensive collaborative learning and self-study conducted online. Face to face days are delivered at Manchester Met Business School and are usually scheduled in two blocks per term.

Candidates commit to one stage at a time, with stage one conferring a Postgraduate Certificate, stages one and two a Postgraduate Diploma and all three stages leading to the achievement of the full MSc.

As part of our on-going drive to build effective, industry-recognised training across all areas of digital marketing, the Business School developed this programme, the UK's first MSc in Digital Marketing Communications. The course combines expert teaching and top quality tutorial guidance and academic support with considerable online support for each study unit. This course is designed specifically to give you work-based skills and to fit around your current employment.

Study periods are flexible and you can choose the pace of study, although the full programme must be completed within five years of the start date. If you choose to study for the Certificate or Diploma, you can take study break before moving to the next stage. Upon completion of the qualification, you should have a thorough knowledge of the digital marketing landscape and the practical skills to evaluate and implement digital communication techniques in the workplace.

Core units

Masters Level Thinking
This unit will develop your critical thinking, reflective writing and other advance study skills, including analysis and referencing, to successfully operate at Masters level. In particular the unit will introduce you to the general research methods needed to successfully underpin knowledge and to develop a research proposal or brief.

Digital Strategy: Planning in Integrated Digital Communications
Examining the role and opportunities for digital in a wider communications context. Themes will include reviewing the market, channel-specific best practice, strategic planning techniques and effective measurement.

Digital Strategy: Thinking and Innovation
Looking at how to align digital operations and business objectives and manage the tensions introduced by the disruptive influence of innovation. Themes will include the principles of strategic leadership and the operationalization of strategic thinking

Lifecycle one: Content Strategy for customer engagement
An exploration of driving customer engagement through effective content production and management. Themes will include understanding customer needs, proposition management, content planning and distribution and auditing and evaluation techniques

Lifecycle two: Growth and Performance Management
Investigating how effectively leveraging customer insight can lead to greater relevancy and efficiency in campaigns to improve results and lead to a cycle of continuous improvement. Themes will include CRM and eCRM, campaign planning, operational optimisation and collection and interpretation of insight.

The dissertation stage lasts for seven months, throughout which you will have regular meetings with your supervisor either online or face to face. You will also attend two initial training days to help you scope and structure your research.

Special Features

■ This course has been written and will be taught by the UK’s leading industry practitioners.
■ There is a strong emphasis on new practice, with a course structure that allows for content flexibility to ensure material remains current in this fast moving industry.
■ Assessments are based on the application of learning to your own business or that of a client, allowing your study to deliver immediate value to your business
■ The course is managed by MMC Learning, a professional qualification provider with an excellent reputation for ensuring programmes are delivered with the needs of busy professionals firmly at front of mind.
■ Enrolment on the MSc will entitle you to access a vast number of resources, including webinars and keynotes from leading industry experts as well as extra-curricular events to support wider exploration of the issues that matter to you

Visit the Digital Marketing (MSc) page on the Manchester Metropolitan University website for more details!

Entry Requirements

A good British honours degree (or equivalent) in any subject. Students who wish to apply for exemption from particular modules can apply to have their experience (academic or professional) assessed under the prior accredited learning scheme.

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Recipient: Manchester Metropolitan University

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