MSc

Marketing and Digital Strategy

Teaching & Learning

What you'll learn

Develop an appreciation of strategic marketing tools, including brand and online strategies, used by managers to assess their company's market and achieve a competitive advantage.
Develop expert knowledge in a variety of concepts, models and theories concerned with digital marketing including web 2.0, consumer generated media and constantly evolving platforms such as social media.
Develop the skills and knowledge to enable strategic decision-making for the management of digital channels. You'll have the expertise to understand the customer journey from an omnichannel perspective. This module will enable you to gain the skills to assess digital customer insights and strategic options for channel selection. Your knowledge of effective management and legalities of digital channels and campaigns will allow you to analyse the techniques utilised by marketers to explore the customer journey.
Understand how social media fits into the marketer's toolbox. You will combine theory with practice and cover core skills such as strategic planning for social media applications, incorporating platforms into a brand's marketing communications, and using social media data to gain customer insights. You will study four 'zones' of social media: community (e.g. Instagram), publishing (e.g. Tumblr), entertainment (e.g. Candy Crush Saga) and commerce (e.g. Groupon).
Develop an understanding of branding, consumer relationships with brands and the brand management process in a dynamic, highly competitive and global operating environment.
Explore the importance of managing marketing data and its use in effective marketing decision making. You will study the role of marketing metrics within organisations and you will understand how a range of measurement techniques can enable organisations to achieve marketing insights and strategic decision making.
Undertake a marketing-based project where you'll propose, produce and defend an extended piece of research. You'll have the choice of two tracks: • 'Academic' – where you'll address a research problem grounded in academic literature as per traditional dissertations, or • 'Applied' – where you'll adopt a company-based consultancy approach and focus on a decision problem.
Develop an appreciation of strategic marketing tools, including brand and online strategies, used by managers to assess their company's market and achieve a competitive advantage.
Develop expert knowledge in a variety of concepts, models and theories concerned with digital marketing including web 2.0, consumer generated media and constantly evolving platforms such as social media.
Develop the skills and knowledge to enable strategic decision-making for the management of digital channels. You'll have the expertise to understand the customer journey from an omnichannel perspective. This module will enable you to gain the skills to assess digital customer insights and strategic options for channel selection. Your knowledge of effective management and legalities of digital channels and campaigns will allow you to analyse the techniques utilised by marketers to explore the customer journey.
Understand how social media fits into the marketer's toolbox. You will combine theory with practice and cover core skills such as strategic planning for social media applications, incorporating platforms into a brand's marketing communications, and using social media data to gain customer insights. You will study four 'zones' of social media: community (e.g. Instagram), publishing (e.g. Tumblr), entertainment (e.g. Candy Crush Saga) and commerce (e.g. Groupon).
Develop an understanding of branding, consumer relationships with brands and the brand management process in a dynamic, highly competitive and global operating environment.
Explore the importance of managing marketing data and its use in effective marketing decision making. You will study the role of marketing metrics within organisations and you will understand how a range of measurement techniques can enable organisations to achieve marketing insights and strategic decision making.
Undertake a marketing-based project where you'll propose, produce and defend an extended piece of research. You'll have the choice of two tracks: • 'Academic' – where you'll address a research problem grounded in academic literature as per traditional dissertations, or • 'Applied' – where you'll adopt a company-based consultancy approach and focus on a decision problem.