Partner Details

Dimensions International College Pte Ltd

Awards

Target Award

Award Description:Master of Science - MS
Alternative Exit

Programme Offerings

Full-Time

DL-DMC-APR
DL-DMC-JAN
DL-DMC-JUL
DL-DMC-OCT

Educational Aims of the Course

The MSc Digital Marketing is offered on a full-time basis. The programme has been designed to meet the acknowledged demand and skills gap within this area and aims to equip the students with the knowledge and practical skills to develop, manage and lead digital marketing activity. The programme will also help students to develop a deep understanding of 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 appropriately to the marketing environment and digital marketing capabilities of an organisation. Carry out independent practice led and academic research Work professionally and communicate effectively with clients and colleagues

Learning Outcomes

1.
Synthesise the different definitions of marketing, and the organisational and environmental characteristics which affect the appropriateness of each definition.
2.
Synthesise knowledge of differing conceptions of globalisation and their varied implications for strategic marketing.
3.
Critically evaluate a range of innovative and creative digital marketing strategy options which synthesise insights from the analysis of external intelligence and internal capabilities.
4.
Critically appraise a range of approaches to managing change and achieving cultural re-orientation in organisations.
5.
Critically evaluate the changing ethical, social and technological context of marketing and the strategic implications.
6.
Critically analyse and evaluate digital marketing theories, processes and contexts in order to address complex issues, problems and creative and technical challenges.
7.
Critically reflect on different research philosophies.
8.
Critically evaluate different research methods.
9.
Understand the need for thorough planning and design in a research project.
10.
Critically review a range of literature including practitioner and academic sources
11.
Evaluate a range of research methods and select appropriately to ensure the achievement of research aims.
12.
Critically apply a range of concepts, theories, and methodologies in a digital marketing context in order to demonstrate knowledge and understanding of the links between theory and practice.
13.
Evaluate the use of marketing information to a marketing orientation.
14.
Critically evaluate and select appropriate digital marketing methods.
15.
Create situation specific marketing strategies and plans, drawing on a range of marketing and non-marketing variables.
16.
Evaluate the major advertising creative and digital strategies and execution styles and apply them to an IMC campaign.
17.
Understand the financial context within which organisations measure brand equity and set and evaluate promotional spend across traditional and digital functions.
18.
Demonstrate media planning skills in a digital context, using reach and frequency models for optimum coverage.
19.
Design a range of digital tools for IMC, including direct and on-line media, PR, corporate communications, PPC advertising, viral campaigns etc and maintaining an awareness of emerging technologies and platforms.
20.
Distinguish and evaluate consumer and B2B buyer behaviour in a digital context.
21.
Interpret basic financial statements with a view to understanding the financial position of an organisation to invest in and support strategic developments across traditional and digital marketing functions.
22.
Apply a range of approaches to devising an organisation's mission, vision, and strategic objectives in relation to changing bases of competitive advantage and market contexts, particularly digital.
23.
Evaluate the key concepts and features of an integrated marketing strategy, and how each of these might be operationalised to provide an organisation with a genuine marketing orientation.
24.
Create a detailed strategic marketing plan to support implementation of a chosen digital marketing strategy across a range of international markets.
25.
Apply and evaluate ethical, social and technological marketing concepts to a range of organisational types in a global context.
26.
Execute and evaluate a work based project within the digital marketing field working to a live client brief.
27.
Structure and communicate ideas both orally and in writing.
28.
Communicate effectively using a variety of means.
29.
Participate constructively in a group.
30.
Work independently.
31.
Demonstrate competent use of IT.
32.
Adopt creative and imaginative thinking in both problem solving and decision making activities.
33.
Exhibit presentation skills of a high professional standard
34.
Synthesise branding, positioning, and communications theories and models and their application to IMC in a digital context.
35.
Synthesise both primary and secondary data with academic literature to draw evidenced, realistic conclusions.
36.
Demonstrate effective time management skills in completing projects within an agreed timescale.
37.
Work effectively and professionally to a client brief.
38.
Develop a reflective approach to evaluating performance.
39.
Demonstrate deep understanding of the different economic, social, technological and psychological theoretical perspectives on buyer behaviour.
40.
Evaluate differences between strategic and tactical marketing decisions and how each is shaped by a global market context in an increasingly technological world.
41.
Critically reflect on the usefulness and limitations of a range of methods for evaluating strategic marketing environments and organisational capabilities and their transferability across global markets.
42.
Critically apply marketing concepts using ethical theories with particular reference to digital approaches.
43.
Critically appraise the various models of digital marketing management.

Teaching, Learning and Assessment

Classes are between one and half and three hours long. The timing and teaching pattern is not strictly determined as a number of teaching and learning methods will be applied. Knowledge acquisition is achieved through interactive lectures, workshops, case studies, practical use of technologies (e.g. web design, analytical software),presentations by practitioners, student presentations, seminars and group discussions, videos, and individual reading and research. Resources to support learning include extensive use of Canvas across all modules. Knowledge and understanding are assessed through a variety of formative and summative assessments, tutor assessed presentations (summative),case-study based assignments, essays, group courseworks, individual courseworks, project work on live client briefs, a research plan, and a dissertation. Specific details of these can be found in the module handbooks. 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 a presentation to peers of a critical evaluation of a recently published empirical study, case study analysis, group discussions, individual reading and research, and reflection on theoretical applications in practice. A feature of the programme that reflects level 7 is that in addition to the dissertation, students are able to select their own topics for in-depth analysis in several of the modules. Intellectual skills are assessed in all the modules via courseworks and examinations. An important element of the programme is the opportunity it provides for participants to apply their learning to practical situations. Normally, 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 technologies students will have hands on experience of designing a digital marketing presence. This module will run in close partnership with Digital Marketing in Context so that students will gain theoretical knowledge alongside the practical application of the knowledge. Work on live 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 Strategy and Planning and Digital Marketing Campaign Management where students will work on a live client brief under the supervision of an academic and the mentorship of a practitioner. Similarly, Digital Marketing Technologies requires students to work on live data from an organisation's digital presence to gain practical skills in campaign evaluation. Further, several other courseworks and the dissertation require students to draw practical conclusions and make recommendations for business. 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 on-line 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. In working to live client briefs students will develop professional attitudes to work. Written communication skills are assessed in the courseworks and dissertation, whilst oral presentation skills are assessed via both peer presentations (formative) and tutor assessed presentations (summative). Courseworks also demand that students use technology and creative and imaginative thinking an

Opportunities for work related learning

The curriculum has been designed with skills and attributes demanded by employers in mind. Work based learning opportunities are built in via assignments based on live client briefs. Several companies have expressed an interest in setting briefs for student assignments.

Programme Structure

Programme Structure Description

The programme is offered on a full time basis. Full time students complete 60 credits in each teaching semester, and complete the dissertation / project based module over the summer period. Thus, it is possible to complete the programme in 12 months. The Research Methods module must be passed prior … For more content click the Read More button below.

Entry Requirements

Alternative qualifications considered
Other international requirements