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. 

In this module, you will explore the psychological factors that influence consumer behaviour and decision-making. You will learn why people buy certain products and services, and how emotions, motivations, attitudes and social influences shape their choices.

Using marketing theory and real-world examples, you will examine how organisations understand and segment different customer groups to create more effective marketing campaigns. By the end of the module, you will be able to apply consumer insights to develop targeted marketing strategies that build brand engagement, improve customer satisfaction and support business success.

In this module, you will explore how businesses create seamless shopping experiences across online and offline channels. You will learn how organisations develop and manage omnichannel marketing and eCommerce strategies to deliver consistent customer experiences in both UK and global markets. You will examine how websites, social media, mobile apps, physical stores and other customer touchpoints work together throughout the customer journey. The module will also explore different eCommerce business models and the practical challenges organisations face, such as managing multiple sales channels, working with online platforms and delivering a smooth customer experience.

In this module, you will learn how to measure and improve the performance of digital marketing campaigns using data and analytics. You will explore how organisations collect, interpret and use digital data to make informed marketing decisions. You will develop the skills to analyse campaign performance, identify opportunities for improvement and turn data into practical recommendations. The module will also help you build confidence in working with marketing data, evaluating its quality and presenting your findings clearly. You will also explore the ethical, legal and governance issues involved in using data in digital marketing.

In this module, you will explore how customer experience (CX) and user experience (UX) help organisations build stronger brands, improve customer satisfaction and gain a competitive advantage. You will learn how businesses design seamless experiences across digital, physical and hybrid touchpoints. You will develop the skills to understand customer needs, map customer journeys and evaluate the quality of user experiences. Using industry tools and UX prototyping techniques, you will create and test ideas to improve customer experiences. The module also explores the ethical, accessibility and AI considerations involved in designing inclusive, customer-focused experiences.

In this module, you will explore how businesses use growth marketing to attract new customers, increase engagement and build long-term customer loyalty. You will learn how organisations test, measure and improve marketing activities using data, automation tools and customer relationship management (CRM) systems. You will discover how businesses use experimentation to optimise every stage of the customer journey, from attracting new customers to encouraging repeat purchases. The module will also introduce you to key concepts such as product-market fit, customer data and marketing automation, while exploring the ethical considerations of using customer data to support business growth.

In this module, you'll explore the principles of marketing management and digital strategy in a global business environment. You'll learn how to analyse changing market conditions, understand customer needs, and develop marketing strategies that create value and drive business success. You'll discover how traditional and digital marketing work together to build effective campaigns and strengthen competitive advantage. By the end of the module, you'll have the knowledge and practical skills to design, implement, and evaluate integrated marketing strategies that support organisational goals.

This module gives you the opportunity to apply your marketing knowledge in a 12-week placement with a local organisation. Working on a live digital marketing challenge, you'll identify a business problem, develop a strategic solution, and create and deliver digital content or campaigns to meet real business objectives. Through this practical consultancy experience, you'll develop valuable professional skills in project management, strategic thinking, problem-solving, stakeholder communication, and digital marketing. You'll also reflect on your experience to evaluate your impact, strengthen your professional practice, and build the confidence and skills needed for a career in marketing.

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.