Digital Marketing MSc

The module will provide you with a broad perspective of the marketing practitioner through an intense and unique one week, off-campus residential programme. The module will allow you to understand and apply the consulting process through a blend of strategic thinking, analytical skills and expertise in communication. The Residential will provide you with a practical and applied perspective of the marketing discipline through presentations and hands-on experience with a range of organisations. These will include global brands as well as independent businesses, all providing their cutting-edge insights to current branding and marketing communication challenges. Importantly, the residential will also provide an opportunity for informal networking with fellow students, members of marketing faculty as well as marketing practitioners. 

The aim of this module is to explore the psychological foundations that drive consumer behaviour and decision-making processes. You will examine how and why individuals engage in consumption activities, analysing cognitive, emotional, and social factors that influence purchasing choices.  The module will provide insights into consumers personality traits, motivations, attitudes, and lifestyles, enabling you to understand how organisations segment markets and develop targeted marketing strategies.  By integrating theoretical knowledge with practical applications, you will develop the ability to influence consumer behaviour and optimise marketing efforts to enhance brand engagement, customer satisfaction, and business success. 

In today’s digital landscape, businesses must adopt omnichannel marketing to deliver seamless, personalised experiences across multiple touchpoints, including digital platforms, physical stores, and social media. This module will equip you with the knowledge and skills to design, manage, and optimise omnichannel strategies, ensuring brand consistency, customer engagement, and business growth. Furthermore, you will learn how to integrate digital and traditional channels into a unified brand experience, applying sales funnels and attribution models to analyse and enhance the customer journey. You will also develop expertise in auditing omnichannel effectiveness using analytics, attribution modelling, and key performance indicators (KPIs). Finally, the module further explores strategic leadership in omnichannel marketing, enabling you to manage initiatives that align with organisational goals.

This module will equip you with the skills and knowledge necessary to design and implement effective digital marketing campaigns across a variety of platforms, including Search Engine Marketing, Social Media Marketing, and Email Marketing. It will enhance your understanding of the role of AI in digital marketing, enabling you to integrate automated tools and data-driven decision-making into their campaign strategies. You will also develop advanced analytical skills, learning how to monitor, assess, and optimize campaigns using key digital marketing metrics. The curriculum focuses on key concepts such as the marketing funnel, market segmentation, and customer journey mapping, enabling you to create targeted campaigns that drive engagement and conversions.

The aim of this module is to equip you with the strategic and design-driven skills necessary to create exceptional Customer Experience (CX) and User Experience (UX) differentiate businesses in today’s competitive landscape. You will explore user-centred design, accessibility, usability, interaction design, and responsive design, applying research and prototyping techniques such as personas, user journeys, wireframing, and A/B testing to understand customer behaviour and design impactful solutions. The module also covers visual and interaction design principles, including typography, colour theory, visual hierarchy, and micro interactions, to enhance usability and engagement. By integrating strategic thinking with innovative design, you will learn to craft seamless, frictionless customer journeys that drive loyalty, meet diverse customer needs, and align with organisational goals in a "phygital" world.

The module aims to cultivate a comprehensive understanding of growth marketing, customer acquisition, eCommerce, and social selling within today's dynamic digital environment. You will develop a growth marketing mindset centred on agile, data-driven approaches, while exploring key concepts, techniques, and channels, including advanced strategies in search, app store optimisation, and programmatic advertising. You will also analyse the integrated landscape of eCommerce and social selling, investigating online purchasing behaviours and consumer experiences to facilitate transactions and sustain customer relationships. Through examining the roles of data, design, testing, and branding as fundamental components of successful digital marketing strategies, students will learn to utilise AI-powered tools to enhance decision-making and adapt to shifting consumer expectations.

The module will provide you with an in-depth understanding of how to leverage emerging technologies to create impactful and innovative digital marketing campaigns. The module will explore disruptive technologies such as Augmented Reality (AR), Virtual Reality (VR), blockchain, and Artificial Intelligence (AI), enabling you to utilise these tools for creative marketing solutions. Through a combination of innovation workshops and hands-on prototyping, you will gain practical experience in designing unique, compelling content that effectively engages audiences in a competitive digital landscape.

The aim of this module is to equip you with the knowledge, skills, and mindset required to succeed as digital entrepreneur in an evolving technological landscape. With the rise of AI-driven innovation, digital platforms, and e-commerce, this module explores how emerging technologies create new entrepreneurial opportunities and transform traditional business models.  Through a practical, hands-on approach, the module fosters creativity, strategic thinking, and digital business acumen, empowering you to shape their future career, income streams and future ventures in the digital economy. 

The Capstone Research Project module aims to equip you with knowledge and skills to undertake an independent research project, applying rigorous research methods to explore contemporary business challenges, opportunities and trends. As a significant component of the postgraduate program, the Capstone enables you to integrate your learning by developing a research proposal, conducting a critical literature review, applying appropriate research methodologies, and analysing findings. The project may take the form of theory-driven research, contributing to academic understanding; applied research, generating practical insights and strategic recommendations for real-world challenges; or a consultancy-based project, delivering research-driven solutions for a specific organization. Supported by faculty and an individual supervisor, this module enhances your critical thinking, analytical, and research skills, preparing you for careers in marketing, consulting, or academia.

The primary aim of this module is to develop your employability skills and support your search for a placement. The module will include communication, team working, negotiation and problem-solving skills development as well as practical workshops on selection methods, CVs, cover letters, interview preparation and techniques. The module will also introduce you to other methods that will include aptitude test and assessment centres. 

The objective of this module is to offer you a twelve-month (30-36 weeks) professional experience that is directly applicable to your studies, encouraging you to engage in critical reflection on your learning through hands-on experience. Additionally, the module seeks to develop your intellectual and interpersonal abilities, thereby deepening your critical comprehension of real-world applications.

The module builds on learning from prior modules and provides you with the experience of working collaboratively on a real, practitioner-driven Business or Policy Transformation Project. It enables you to demonstrate proficiency in relation to scoping and addressing topical issues, challenges and opportunities in a relevant field of work. Identifying, developing and presenting a business or policy transformation project will develop your ability to effectively focus, present and communicate information and ideas.

The programme supports your diversity in learning styles and approaches; it is practice-based with hands-on application of knowledge.

Our teaching philosophy puts you at the heart of the learning experience, and we recognise that you are future-oriented and career-focused. You want to enhance your skills for employment in various digital marketing positions, and this programme is for you, focusing on the knowledge and skills employers want.

Teaching will be via a range of blended online and face-to-face delivery approaches, centred on active learning. Through workshops, lectures, seminars, and other interactive activities. Additionally, the module will be supported by a comprehensive virtual learning environment, which will host a range of additional resources.

Also, gain further knowledge by attending presentations by industry practitioners and experts in the fields of digital marketing. Such presentations will build on topics discussed in class and will improve your understanding.

You will be studying at our leafy north London campus in Hendon.

You have a strong support network available to you to make sure you develop all the necessary academic skills you need to do well on your course.

Our support services will be delivered online and on campus and you have access to a range of different resources so you can get the help you need, whether you’re studying at home or have the opportunity to come to campus.

You have access to one to one and group sessions for personal learning and academic support from our library and IT teams, and our network of learning experts. Our teams will also be here to offer financial advice, and personal wellbeing, mental health and disability support.

Assessments are authentically designed in that they replicate the types of activities you would expect to undertake when progressing in their marketing careers. The programme is purely assessment based, with no exams.

The assessments take the form of essays, reports, presentations, audits, and other types. The assessments will critically evaluate complex situations by gathering information from a diverse range of sources and develop well-informed and justified solutions to digital marketing challenges.