Partner Details
Unicaf
Awards
Target Award
Award Description:Master of Science - MS
Alternative Exit
Alternative Exit
Programme Offerings
Part-Time
F2F-UIC-APR
F2F-UIC-AUG
F2F-UIC-DEC
F2F-UIC-FEB
F2F-UIC-JAN
F2F-UIC-JUL
F2F-UIC-JUN
F2F-UIC-MAR
F2F-UIC-MAY
F2F-UIC-NOV
F2F-UIC-OCT
F2F-UIC-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 online activities, case study analysis, practical use of technologies (e.g. web design, analytical software),student presentations, group discussions, videos, and individual reading and research. Resources to support learning include extensive use of online resources in all modules. 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 (7501UNIDM),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 (7504UNIDM) 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 7501UNIDM where students will develop the practical skills needed for constructing a digital campaign. Similarly, Data Analysis and Application (7503UNIDM) 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. 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, 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. Courseworks also demand that students use technology, creative and imaginative thinking, strategic decision making, and draw evidenced conclusions. Effective time management skills must be demonstrated by the students and deadlines must be managed in line with professional practice.
Programme Structure
Programme Structure Description
There is one programme award: MSc Digital Marketing. This is offered part time for international students on the Unicaf programme. Students studying part-time will be able to complete the MSc between 2-5 years. Students must take the following modules: 7501UNIDM Digital Marketing Communications (20 credits) 7502UNIDM Digital Consumer Psychology (20 … For more content click the Read More button below.
Structure
Level 7
Entry Requirements
Alternative qualifications considered
Other international requirements
HECoS Code(s)
(CAH17-01) business and management