Digital Marketing MSc/PGDip/PGCert | Middlesex University London
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Digital Marketing MSc/PGDip/PGCert

Learn about the course below
Code
005N508
Start
September 2017
Duration
1 year full-time
2 years part-time
Attendance
Full-time
Part-time
Fees
£13,750 (UK/EU)
£16,000 (INT)
Course leader
Eleonora Pantano

As more organisations than ever before look to connect with consumers in new and exciting ways the huge growth in digital marketing activity over the last decade has created huge demand for professionals with the skills and knowledge needed in this highly dynamic and fast paced sector.

Why study MSc Digital Marketing at Middlesex University?

This course offers a comprehensive take on digital marketing with a strong emphasis on the application of theory to practice, in subject areas such as e-marketing, social media, analytics, consumer psychology and digital advertising. It has been designed for graduates who have studies in fields such as marketing, media, management and social sciences, as well as professionals working in marketing across public, private and voluntary sectors seeking specialist knowledge and career development.

Embedding an understanding of digital marketing strategies, dynamics and platforms, you will take the knowledge and skills developed on the course and apply them to a variety of practice based activities, including the use of real-life case studies, and a residential week with industry professionals. There is also the opportunity to incorporate a 6 month industry placement into your learning, enhancing the opportunity to integrate theory and practice.

Course Highlights

  • Covers fundamentally important subjects such as media strategy and consumer research, as well as highly relevant topics in the sector including digital marketing skills and creativity
  • Optional modules allow for routes of specialisation on the course in a range of fields such as content, public relations and advertising
  • Opportunity to incorporate a 6 month placement through which to further explore learning in an industry based setting
  • Week-long residential incorporating workshops and talks from industry professionals.

*Course currently subject to validation

What you will study on the MSc Digital Marketing?

The course begins with the fundamentals of digital marketing to ensure you gain a holistic understanding of digital marketing strategy, emerging trends and technologies, and digital marketing in a wider context. From here your path can be defined by your interests and career needs, with optional modules of which you will select four.

If you are looking for an insights route you can explore areas such as consumer psychology and digital analytics, for a more creative path there is the opportunity to engage issues of content, PR and advertising, while for the strategically minded marketing management and entrepreneurialism in the digital sector would be of interest. The course ends with a dissertation, allowing you to explore in depth a digital marketing topic of your choice.

  • Modules

    • Marketing Strategy, Leadership and Planning (30 Credits) - Compulsory

      The aim of this module is to provide a systematic process and an analytical tool-kit that can deliver this success to a range of industries and organisations. Students will learn how to minimise the uncertainties surrounding marketing decisions through disciplined analysis of market trends, competitive intelligence and informed judgement. They will assess an organisation’s capability and capacity to design and deliver marketing strategies to meet expansion targets. They will develop and monitor strategies that can make all the difference between high and low performance in the market, including competitive positioning, growth and digitally orientated strategies. They will finally learn how to improve and maximise their leadership style to aid decision thinking, inspire people and achieve business goals.

    • E-Marketing and Social Media Management (30 Credits) - Compulsory

      The aim of this module is to develop students' knowledge and skills for deeply understanding and the emerging digital landscape, and develop the road-map to successfully compete in it. The module provides a critical overview of digital theories, tools, technologies and digital platforms that can be adopted by organisations to improve their approach to reach, acquire, and retain consumers. Though this module, students will be able to understand the key aspects of digital, mobile and social media theories and frameworks to incorporate digital strategies, tactics and tools.

    • Digital and Social Media Analytics (15 Credits) - Compulsory

      The module equips students with knowledge, tools and methods to maximise the business value of social media data. It covers the process of identifying the right unstructured data, analysing it, and interpreting and acting on the gained knowledge. This module further provides students the opportunity to become familiar with contemporary research techniques for data analytics such as web traffic analysis tools, social network analysis, social media harvesting and search engine optimisation.

    • Digital Advertising (15 Credits) - Compulsory

      The aim of this module is to provide students a deep understanding of the role of digital advertising in the marketing of products and services. Specifically, students will gain detailed knowledge on how to create successful digital advertising campaigns using specific digital advertising tools, methods and frameworks used to evaluate the effectiveness of digital advertising. Particularly, this module will equip students with the necessary skills as well as knowledge for a potential career in digital advertising and related fields.

    • Consumer Psychology (15 credits) - Optional

      The aim of the module is to explain the psychological foundations that direct consumers to choose products, services, experiences or ideas in order to satisfy their needs and wants. By understanding how thoughts, beliefs, feelings, perceptions, knowledge and attitudes drive decision making, the business can gain a powerful tool for company success.

    • Innovation-Driven Marketing (15 Credits) - Optional

      This module is underpinned by the ethos that ‘Entrepreneurship’ is now a career choice for many students in these challenging, dynamic and uncertain times. The recent developments in digital technologies has facilitated a new breed of Entrepreneur for the 21st century- the ‘ E-entrepreneur’ This module is designed to foster entrepreneurial talent and to encourage entrepreneurial skills underpinned by online digital technologies as a platform for students to shape their future careers ,income streams and destinies.

    • Entrepreneurship in the Digital Sector (15 Credits) - Optional

      This module is underpinned by the ethos that ‘Entrepreneurship’ is now a career choice for many students in these challenging, dynamic and uncertain times. The recent developments in digital technologies has facilitated a new breed of Entrepreneur for the 21st century- the ‘ E-entrepreneur’ This module is designed to foster entrepreneurial talent and to encourage entrepreneurial skills underpinned by online digital technologies as a platform for students to shape their future careers ,income streams and destinies.

    • Multichannel Marketing Management (15 Credits) Optional

      Following this the module introduces the offline and online retailing and its importance in creating a competitive advantage for the business. Students are provided with strategic models and tools to analyse the retailing and e-tailing environment.

    • Internship in the Digital Sector (15 Credits) - Optional

      The primary aim of this module is to build on students' academic learning of digital marketing by providing them with the opportunity to undertake a period of either paid or unpaid work experience in the digital sector during which they will apply and further develop work-related knowledge, skills and capabilities, together with the aptitude to learn from experience.

    • Professional Practice (0 Credits) Optional

      The aim of this module is to build on students' academic learning by providing them with the opportunity to undertake a six month period of work experience. The placement will provide students with the opportunity to develop work-related knowledge, skills and capabilities and embed the knowledge and skills they have acquired throughout their course. The module will integrate work experience into the students’ learning with the aim to maximise its impact on the development of skills, knowledge and professional practice. The module will therefore support students in the process of reflecting on their development, integrating theory and practice, developing their commercial awareness and thus enhance their personal and professional development.

    • Research methods & dissertation (60 Credits) Compulsory

      This module aims to assist students to develop an understanding of the research process and to conduct research leading to successful completion of their dissertation. It enables students to demonstrate proficiency in relation to scoping the issue(s)/problems, consideration of appropriate literature, collection and analysis of data, and developing specific recommendations or conclusions in relation to the research project.

You can find more information about this course in the programme specification. Module and programme information is indicative and may be subject to change.

How will the MSc Digital Marketing be taught?

The course features a number of different modes of learning that help enhance your understanding of the subject. These can range from traditional lectures and seminar sessions where you will engage with concepts and theories, explore key questions and carry out tasks such as devising and analysing marketing activity. You will also engage in sessions in a computer lab and take part in a residential to enhance understanding of practice issues.

Assessment

You will be required to complete a number of coursework assignment for assessment. The coursework can be individual, such as plans, reports, memorandum and essays, or group which will involve activity including presentations and reports. Tutorials will also feature formal and informal feedback.

  1. UK & EU
  2. International
  3. How to apply
  1. UK & EU
  2. International

How can the MSc Digital Marketing support your career?

Skills and knowledge in digital media can enhance a career in marketing through not just an understanding of the digital marketing strategies and platforms but also the ability to utilise and monitor new innovations in technology and market trends.

Careers specific to digital marketing can include:

  • Digital Marketing Officer
  • Social Media Analyst
  • Digital Campaigns Officer
  • CRM Officer or Manager
  • Digital Account Manager
  • PPC/SEO Analyst

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Code: PGN509

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Start: October 2017

Duration: 1 year full-time, 2 years part-time

Code: PGNN24

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