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MA Digital Marketing


Course Description

Why take this course?

As technologies continue to develop in terms of availability and functionality, even greater opportunities will arise for those individuals who are able to combine traditional marketing insight with a true understanding of digital technology, capturing these benefits and articulating them at both an academic and vocational level. These individuals will be at the forefront of the on-going “digital revolution”.

If you have a good undergraduate degree in business, technology, computing, design, psychology or other relevant subject, this course will allow you to build on your previous degree providing you with knowledge, technical skills and practical experience of digital media and marketing concepts.

What will I experience?

You will be taught by academically qualified and enthusiastic staff with relevant experience including, research, consultancy and links with industry.

You will also benefit from our wide links with companies and organisations willing to provide opportunities for invited guest speakers and live case studies.

What opportunities might it lead to?

Graduates of this programme have gone on to successful careers in digital marketing, social media, e-commerce and mobile advertising in all types of businesses around the world. In addition, this programme provides a solid basis for entrepreneurial-minded students who wish to start their own digitally-based businesses.

Module Details

The aim of this programme is to make you aware of the current practices relating to digital marketing. You will become aware of the latest developments in the field and you will also be equipped with the practical skills to implement them.

MA Digital Marketing includes two teaching periods and is followed by 2-3 months of independent study during which time you complete a practical project.

Teaching Period 1

Essentials of Marketing: This will provide you with a solid foundation for the advanced study of marketing. No prior knowledge of marketing is assumed but students will be expected to assimilate information rapidly and reflect upon the concepts discussed.

Contemporary Issues in Marketing: This unit will examine a number of contemporary issues related to marketing theory and practice. The unit will draw extensively on the expertise of industry experts and students will be expected to engage with the issues that marketing managers are dealing with.

Digital Marketing Strategy: The unit focuses on examining the strategies and methods used to design and manage digital media based marketing campaigns. An intrinsic part of this unit is to develop an understanding of the importance of applying a range of analytical and conceptual models to the technical and creative aspects of design of digital media marketing

Teaching Period 2

Digital Communication and Media Development: You will review the digital media development process, assess the potential of a range of applications and use software and multimedia-authoring tools to develop a digital marketing campaign.

Digital Media Marketing Development Project: The project enables you to demonstrate and showcase what you have learnt during the taught programme.

The project consists of:
Systems specification for a digital marketing campaign
Functional model/prototype developed from the above, using appropriate software tools
Critical assessment of the project in terms of design, functionality and end user interface

Programme Assessment

Teaching methods range from tutor-led presentation of material, in-class exercises to case study analysis, problem solving exercises, student presentation and in-class discussion. There will be significant use and exploration of marketing software systems and media application software.

Assessment will take the form of coursework assignments which may involve group work, presentations, case study analyses or reports and examinations which may be closed or open book. You will be allocated a personal tutor for the duration of their programme to offer you help and advice during your studies. A project supervisor is allocated to each student in April/May and provides support throughout the project period.

Student Destinations

On graduating from this course, you will possess the knowledge and practical skills to utilise digital media in the marketing environment. Research indicates that this combination of skills is in short supply and so highly sought after by many companies and organisations. You will have a distinct marketing speciality that will enable you to differentiate yourself in the employment market.

Visit the MA Digital Marketing page on the University of Portsmouth website for more details!

(Student Profile)

Gemma Austin

Gemma had been working as a bid manager for over four years and, although was doing well, really wanted to be working in a more creative industry.

I made the difficult decision to quit my job and go back to University to embark on the MA Digital Marketing course at the University of Portsmouth. I graduated from Portsmouth Business School in 2011and set up the company Cotton Candy Photography with business partner and friend Philippa Parkes as part of my final year project last December. It has been life-changing; I can’t believe how fast the business has grown.

My friend, Philippa, had been planning to set up her own freelance photography business and I approached her at first to offer to design, build and market a website. However, as we’re both keen photographers and creatively quite similar we decided to go into business together instead.

Studying for the MA Digital Marketing course meant I wasn’t just setting up a business from scratch – I was using my knowledge of the design, development and implementation of digital media marketing applications – so I felt confident that I had solid foundations. The project incorporated designing an identity, building a website, establishing a brand and an online presence all through the use of various digital media marketing tools.

My tutor and I discussed the project initially with a target of five bookings for 2011. Six months on, I am working for the photography business full-time. We now have 25 bookings, and more keep rolling in!


(Scholarship)

Portsmouth Business School Scholarship Programme - 20+ Awards

The Portsmouth Business School offers a scholarship programme for students who are commencing postgraduate study at the Business School. This comprises a limited number of awards to self-funding Home and European Union students. The scholarship will be in the form of a 40% discount from any tuition fees due after any other discounts such as the 20% discount for Portsmouth alumni or partial payments by sponsors.Additionally there is an International Student Bursaries scheme.

Value of Scholarship(s)

40% discount off the tuition fees

Eligibility

Awards will be made on a competitive basis, taking into consideration:• If applicable, management/professional experience (type and seniority),
• Academic achievement (minimum is a 2.1 degree)
A written submission of a maximum of 1000 words, in addition to the personal statement submitted with the application, detailing why you should be considered for a scholarship award, what you intend to contribute to your course, and how you will use your degree in your future career. Please use the web link below for details.

Application Procedure

Application form available via web link below

Further Information

http://www.port.ac.uk/pbsscholarships



Entry Requirements

A second-class honours degree or equivalent professional experience and/or qualifications. English language proficiency at a minimum of IELTS band 6.5 with no component score below 6.0.

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