MSc Digital Marketing and Analytics

You will gain an overview of the evolution of marketing and the impact of digital technologies on the theory and practice of marketing, evaluate consumer behaviour models applied to the digital consumer, and monitor changing trends in relevant current and emerging industries. You will also 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, you are given a live brief from an external organisation facing digital marketing-related issues. You 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 you 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, you are provided with live briefs from businesses facing issues currently or with recent case studies. The prog