The MSc Digital Marketing is strongly connected to industry and what is happening in marketing today. The programme develops the critical and analytical capabilities of participants through a series of modules that engages them with not only the latest research but also key insights from the practice of digital marketing. The programme aims to provide participants with knowledge and experience of both tactical and strategic use of digital marketing. Participants will learn how to analyse complex data for informed decision-making and develop practical skills in content creation, campaign development and data analysis using a range of techniques and digital products. The use of digital, while important, is only part of the arsenal of tools and techniques available to a marketer and this programme will ensure that the participant can apply the appropriate digital messaging in conjunction with traditional marketing messaging.
Defining digital marketing is challenging. It is more than just putting an ad on Facebook or hiring an Instagram influencer or even creating a viral TikTok. Digital Marketing is now embedded in all the ways that customers interact with a business and therefore it integrates online, offline and omnichannel experiences and empowers organisations with a data-driven approach to identify and manage customers' journeys. Learning how to manage this complex world and understand the insights that analysing the large volume of data it generates is key to understanding digital marketing.
