Digital Marketing and Analytics

Want to know how Digital Marketing Communication can boost engagement and build meaningful relationships with consumers?

This quest begins with the exploration of the three vital elements of the MarCom mix – Tools, Media and Content. Learn how tools such as immersive web advertising, digital PR, email marketing and website effectiveness can influence communications globally. See how different media can be used holistically across various digital touchpoints to formulate an Integrated Marketing Communication campaign. Reflect on the pivotal role of Content Marketing and Brand Storytelling in brand development. Assess contemporary media and grasp the significance of consumer-generated advertising in shaping brand narratives. Through the assessments you will evaluate operational approaches to devising, formulating and implementing a Digital Marketing Communications plan. Further, you will analyse issues that influence digital marketing communication and how these impact organisations, consumers and policy-makers. Join in deciphering the intricacies of digital marketing communication and discover how it shapes the ever-evolving dynamics of engagement and brand relationships.

Get ready to roll up your sleeves and dive into the world of website design, where you will craft your own digital masterpiece. By the end of this module, you will not just be knowledgeable; you will be a creator, a storyteller, and a digital architect. You will possess the skills to not only engage your audience with riveting content but also to design websites that leave a lasting impression. It is not just about boosting online visibility; it is about creating an online presence that resonates.

In our hyper-connected world, effective digital marketing requires a compass to guide businesses to cut through the noise on digital platforms and engage with their consumers. Thus, crafting a winning digital marketing strategy has become a cornerstone of modern business success. This module is your landing page to becoming a digital marketing strategist extraordinaire as you will master the essential components of digital marketing strategies, combining this with an in-depth understanding of online consumer behaviour. Through the classwork and assessments, you'll acquire the skills needed to develop digital marketing strategies that enhance the digital customer experience, align with ethical and environmental standards, and drive results sustainably. Upon completing this module, you will also emerge with the knowledge of Contemporary Marketing Technology tools. This expertise is not just a career advantage; it's your key to becoming a driving force in the digital marketing arena.

Dive into the exciting world of digital marketing tools with our hands-on module. You will roll up your sleeves and immerse yourself in the up-to-date applications such of Google Analytics, Google Ads, Google AdSense, SEO, and Facebook Ads. We are also throwing in an introduction to R programming. No more just theory; it is time for practical and hands-on sessions. Gain not just knowledge but real-world, applicable skills that set you apart in the digital arena. By the end of this journey, you will not just be familiar with digital marketing tools; you will be wielding them with finesse. It is not just about learning; it is about mastering the tools that define the digital landscape.

In this module, you will delve into the art of data visualization using Excel and SPSS master the intricacies of data mining, and unravel the power of content analysis through NVivo. This is not only your average data tutorial – this is a hands-on experience that equips you with the essential skills to navigate the vast landscape of data-driven marketing. By the end of this module, you will not just be familiar with data; you will be fluent in its language. Imagine making marketing decisions backed by data-driven insights, confidently steering strategies toward online marketing success. That is the level of proficiency you will achieve.

Learn about Customer Insights using systematic marketing research methods in a global business environment. The module focuses on exploring the different types of data marketers can utilise, and how marketing research fits into the marketing management process to create customer insights. After taking this module you will have the skills to understand and critically appraise the diverse forms of data that marketers have access to.

Get ready for captivating discussions on cutting-edge topics such as artificial intelligence, privacy, sustainability, and ethics. This module is an invitation to be at the forefront of marketing evolution. Join the module as we navigate the twists and turns of the marketing landscape, where each challenge becomes an opportunity, and each question sparks innovation. Let the exploration begin.

The Marketing Challenge module connects students to organisational case studies and challenges them via a student consultancy experience. Students will be working in small teams on a company problem presented to them their task will be to pitch a solution to the organization. Students will practice consulting, team-work, communication and self-reflection skills as part of this module.

Thinking about a career in a private sector? Or maybe you’re contemplating a career in the public or voluntary sector?  Then this could be the module for you. This module builds on your previous subject specific learning,  and enhances your understanding of how organisations operate in practice.  You have the opportunity to gain experience whilst still on the postgraduate course and apply learning gained on the course. You will be able to reflect on the placement experience and how this relates to your academic knowledge. You will further enhance your critical thinking, communication, professional behaviours and resilience.