Digital Marketing

Course Structure

1. Year 1The 2014 syllabus draws on the success and established reputation of the UK\x92s first MSc in Digital Marketing Communications, originally launched in 2007. It combines expert teaching and top quality academic guidance with considerable online support for each study unit. This course is designed specifically to give you work-based skills and fit around your current employment.There are a range of flexible study options, and candidates can choose to take breaks between stages to accommodate career or family commitments, as long as the entire qualification is completed within five years of initial enrolment.Core unitsDigital Strategy: Planning in Integrated Digital CommunicationsExamining the role and opportunities for digital in a wider communications context. Themes will include reviewing the market, channel-specific best practice, strategic planning techniques and effective measurement.Digital Strategy: Thinking and InnovationLooking at how to align digital operations and business objectives and manage the tensions introduced by the disruptive influence of innovation. Themes will include the principles of strategic leadership and the operationalization of strategic thinkingLifecycle one: Content Strategy for customer engagementAn exploration of driving customer engagement through effective content production and management. Themes will include understanding customer needs, proposition management, content planning and distribution and auditing and evaluation techniquesLifecycle two: Growth and Performance ManagementInvestigating how effectively leveraging customer insight can lead to greater relevancy and efficiency in campaigns to improve results and lead to a cycle of continuous improvement. Themes will include CRM and eCRM, campaign planning, operational optimisation and collection and interpretation of insight.DissertationThe dissertation stage lasts for seven months, throughout which you will have regular meetings with your supervisor either online or face to face. You will also attend two initial training days to help you scope and structure your research.
2. Digital Strategy: Planning in Integrated Digital Communications
3. Digital Strategy: Thinking and Innovation
4. Lifecycle one: Content Strategy for customer engagement
5. Lifecycle two: Growth and Performance Management
6. Dissertation