Master of Science (Honours) - Digital Marketing and Analytics

Students will develop skills within integrated digital marketing communication plans and gain a critical understanding of how to mix traditional and new marketing research tools to obtain relevant and meaningful data. The course also covers the development and management of websites, with incorporated blogs, and how to use social media as a marketing communications tool.

Modules include Digital Transformation in Marketing, Wed Design and Analytics, Social Media Marketing and Analytics and Consumer Analysis, Insight and Creativity. For the final dissertation/consultancy project, students will be given a live brief from an external organisation facing digital marketing-related issues. Students will collate, analyse and interpret qualitative and quantitative data to identify issues and provide a report with a set of realistic recommendations and solutions. As students learn the practical skills required for success in current and future business environments, there is extensive interaction with industry experts and there are optional, non-credit bearing, fieldwork and internship opportunities. Throughout the course, students are provided with live briefs from businesses facing issues currently or with recent case studies.

The programme makes extensive use of industry experts and practitioners as visiting speakers in order to enhance the currency and relevance of the topics discussed in each module. Module tutors adopt practical forms of study such as workshops and workplace visits wherever possible.