Awards
Target Award
Award Description:Master of Science - MS
Programme Offerings
Full-Time
F2F-JMU-SEP
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 Identify ethical and sustainable solutions through a philosophy of clinical business practice within the business environment.
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
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 presentation
Programme Structure
Programme Structure Description
Students completing all 240 credits are awarded the MSc Digital Marketing (with Advanced Practice) The Research Methods module (7150DMKT Research Methods for Digital Marketing) must be passed prior to the submission of 7160DMKT Research Project. If a student on MSc Digital Marketing (Advanced Practice) does not complete 7011LBSMGT (Advanced Business … For more content click the Read More button below.