Awards

Target Award

Award Description:Master of Science - MS240
Alternative Exit
Alternative Exit

Programme Offerings

Full-Time

F2F-JMU-SEP

Educational Aims of the Course

The programme aims to equip the students with the knowledge and practical skills to develop, manage and lead digital marketing activity. The programme will also develop skills to be able to identify where digital marketing fits within the business environment through critical reflection and practice-based learning. More specifically the programme aims to enable students to: Understand the digital marketing industry. Manage the digital marketing function in practice, based on relevant and appropriate management theory and emerging technologies. Develop the analytical skills to identify, interpret and respond to the marketing environment and digital marketing capabilities of an organisation. Develop the practical skills relating to key software deemed important by industry. Carry out independent academic research Work professionally and communicate effectively with colleagues

Learning Outcomes

1.
Critically evaluate best practice methods for online presence.
2.
Critically analyse human cognitive abilities and how they manifest in a context such as online consumer decision making.
3.
Critically evaluate and examine research approaches with particular reference to digital marketing.
4.
Develop a research proposal for examining digital marketing within an academic or practical environment.
5.
Draw evidenced conclusions and make realistic recommendations underpinned by both data and academic literature.
6.
Demonstrate effective time management skills in completing the project within an agreed timescale.
7.
Develop a practical understanding of key digital software in the industry.
8.
Develop an understanding of the skills and knowledge that the digital industry currently demands.
9.
Demonstrate a practical skill base through the creation of a digital portfolio.
10.
Demonstrate the ability to use a variety of practical digital tools.
11.
Critically apply academic theory to a variety of practical tasks.
12.
Use adequate analytic tools and techniques to transform data into actionable insight.
13.
Critically evaluate the impact of the business environment in influencing the strategy and success of an organisations digital marketing approach.
14.
Critically evaluate potential avenues of digital marketing strategy to create value and improve organisational performance.
15.
Develop an understanding of how to design and deliver strategic digital tools to a specified target audience.
16.
Develop a critical understanding of the structure and implementation of an effective digital marketing campaign.
17.
Critically evaluate key aspects of consumer psychology.

Teaching, Learning and Assessment

Knowledge acquisition for modules will be achieved through interactive lectures, workshops, case study analysis, practical use of technologies (e.g. web design, analytical software),presentations by practitioners, student presentations, group discussions, videos, and individual reading and research. Resources to support learning include extensive use of Canvas across all modules. Students will also be signposted to a comprehensive list of supportive modules run centrally by the library. These modules, in particular, support a student's research and writing development. Within the programme, there are two 10 credit modules. One of these modules is Research Methods for Digital Marketing and the other is the Digital Industry Clinic. Each Digital Industry Clinic will be an intensive masterclass based on key software deemed vital by industry at that point in time. These sessions will be delivered by specialists from industry. Research Methods for Digital Marketing will be a combination of lectures, seminar discussions and IT lab work. Knowledge and understanding are assessed through a variety of formative and summative assessments, tutor-assessed presentations (summative),essays, reports, group coursework, digital portfolios, a research plan, and a research project. Specific details of these can be found in the module guides and proformas. Reflecting the level 7 nature of the programme, all modules emphasise critical appraisal and examination of models, theories, concepts and academic literature. Specific teaching and learning methods utilised include case study analysis, group discussions, individual reading and research, practical workshops and reflection on theoretical applications in practice. An important element of the programme is the opportunity it provides for participants to apply their learning to practical situations. Usually each session includes an element of applied learning, using techniques such as case studies and marketing scenarios which require creative thinking and application of models and concepts to reach a solution. In Digital Marketing Communications, students will have hands-on experience of designing a digital marketing presence. This module will run in close partnership with Digital Marketing strategy and Planning so that students will gain theoretical knowledge as well as practical-application of the knowledge. Work on industry briefs and live data will also allow students to develop practical work-related skills. Given the applied-nature of the programme, many individual module assessments are designed specifically so that students can demonstrate professional, practical skills. This is particularly apparent in the assessment for Digital Marketing Communications where students will develop the practical skills needed for constructing a digital campaign. Similarly, Data Analysis and Evaluation requires students to work with data, select the most appropriate tools and make informed decisions through appropriate data analysis and application. Further to this, several other courseworks and the dissertation require students to draw practical conclusions and make recommendations for business. Finally, the Digital Industry Clinics will allow students to tailor-make their practical skill base by selecting masterclasses which are in-line with their employment preferences. In line with the overall aims of the programme, teaching and learning methods are utilised to encourage students to develop a range of transferable and key skills. Specifically, these include group discussions, in-class presentations, use of a range of IT including the web, various online databases, and several programmes for data analysis. Given the pace of change in the digital marketing industry, students will learn to adapt to new and emerging technologies and platforms via transferable skills. Written communication skills are assessed in the courseworks and dissertation, whilst oral presentation skills are assessed via peer present

Opportunities for work related learning

The curriculum has been designed with the consideration of skills and attributes that are demanded by employers. Industry-focused learning opportunities are integrated through the use of industry briefs and live industry clinics.

Programme Structure

Programme Structure Description

For those students starting the programme on or after September 2020, there are 2 alternative exit qualifications: Postgraduate Certificate in Digital Marketing (60 credits from modules excluding 7160DMKT) and Postgraduate Diploma in Digital Marketing (120 credits excluding the Research Project 7160DMKT). The 'research methods for digital marketing' module (7150DMKT) must … For more content click the Read More button below.

Entry Requirements

IELTS
Other international requirements
RPL
Undergraduate degree

Extra Entry Requirements

  • IDM and CAM qualifications will be considered alongside relevant industry experience
  • Exceptionally, the requirements of a second class honours degree may be waived where applicants have a minimum of five years' experience working in a marketing-related area

HECoS Code(s)

(CAH17-01) business and management