Postgraduate study
 

Course overview

Digital marketing is a growing industry across most western societies. A recent study by the Digital Marketing Institute cited a demand for 150k digital jobs by 2020, in the UK alone, with not enough digital professionals to fill these roles. And demand for digital marketing professionals is expected to rise by 38% this year (Mondo, 2018).

The MSc Digital Marketing offers a flexible mode of delivery which supports you to gain the skills and knowledge required to be successful in a range of digital marketing roles.

The course has been devised by working in collaboration with a number of the region’s leading digital agencies. You will gain contemporary current practice-based insight with a number of guest inputs planned through the contact sessions, and lectures delivered in the virtual learning environment will offer a balance between academic and professional insight.

 

Course details

Course structure

Core modules

Digital Communications

You gain an understanding and knowledge of digital marketing communication techniques, platforms and strategy. The module will focus on the critical analysis of integrated marketing communications and associated consumer behavioural foundations. You will explore issues that influence digital marketing communication and how these impact organisations, consumers and policy-makers.

Digital Innovation and Change Management

The focus of this module is to develop a critical understanding of leadership, innovation and change and will include analyses of the leadership of innovation and change related to digital marketing and market changes. You examine the impact of disruptive technologies that challenge traditional business methods and practices and explore new ways of working across infrastructure, processes, people, culture and sustainability to support the marketing function within a business. You are encouraged to use your own experience of leadership, innovation and change to inform discussion, enquiry, critical thinking and reflection. In addition you develop your interpersonal skills and apply core leadership techniques to persuade others and drive change to the benefit of the organisation.

Digital Optimisation, Analytics and Metrics

Digital marketing can take much of the guesswork out of what’s really driving return on investment, but only if marketers understand the possibilities, are confident in the language and have the right questions to ask. In these most measurable of media channels every click, interaction, journey and registration is tracked; and in the right hands the learnings from this can enhance marketing and business return on investment. In this module you will be encouraged to consider and apply digital marketing metrics with the aim of increasing online customer/user optimisation.

Professional Marketing Project

This module articulates the relationship between you, the University and the workplace in a collaborative process of knowledge generation and use, bringing together specific key elements of learning to demonstrate accumulated knowledge and understanding of digital marketing, and its application in a work-based project context. The composition, content and context of your project will be unique to you. Reflective practice, the paradigm of work-based learning will demonstrate a commitment to continual learning and development. The module will be front-loaded with research methods to provide you with the requisite knowledge to successfully complete your project.

Strategic Digital Marketing

You develop the skills and knowledge required to develop strategic digital marketing plans that relate to organisational contexts. Providing relevant theory and concepts of planning and control, finance and marketing planning, this module will challenge you to consider a wide range of marketing theory and critically evaluate how all aspects of digital marketing should link into the strategic marketing planning process

 

Modules offered may vary.

 

How you learn

The overall aim of this course is to develop postgraduate students who possess the required knowledge and practical, professional and key transferable skills required to make an impact at a strategic level in relation to an organisations digital marketing and wider business activity.

The learning strategy encourages progressive acquisition of subject knowledge and skills in a flexible practice-led manner, where you are expected to act as an independent learner. You will be exposed to a variety of learning methods – ranging from workshops, action learning sets and a variety of interactive learning, utilising various learning technologies, such as Microsoft teams, sway and collaborate ultra (virtual classrooms). A range of relevant marketing platforms will be engaged with that are common place in digital marketing roles, such as Google AdWords, Google Analytics, various social media platforms and WordPress, amongst others.

Learning is a blended model of delivery where you acquire knowledge through online lectures via the virtual learning environment; face-to-face contact time will be workshop-focussed, encouraging debate and discussion.

The programme is delivered by the core academic team, and is supported by regular input from practitioners from the School’s extensive network of business relationships. Practitioner input and business engagement is a core aspect of the course delivered by professional digital marketers. Your assessments are applied in nature, meaning they are linked to either your current employment setting or live project businesses.

The course culminates in your professional marketing project where you work closely with your academic supervisor to undertake research into an aspect of digital marketing in the context of your own organisation, or a live case study. You will be introduced to key aspects of research methods through an intensive research methods workshop, and supported by your supervisor to further develop your research knowledge and skills as you progress your project. You plan, conduct and evaluate a significant project that mirrors the stages of development required in professional project work and activity.

You are encouraged to attend practice-based workshops led by industry professionals addressing key aspects of digital marketing best practice and developments, which supplements and signposts your learning to support continuous professional development. You also have the opportunity to access study support, including academic writing and research skills to enhance your career development in the field of leadership and coaching.

How you are assessed

You are assessed by a range of formative and summative assessment methods to suit the demands and requirements of the applied nature of the programme. These include case study analysis, presentations, self-diagnostic assessments, reflective reports and a research proposal and associated dissertation.

 
 

Entry requirements

You must be an honours graduate of any discipline, with a minimum of a 2.2 obtained from a recognised university, or hold an equivalent professional qualification acceptable to Teesside University Business School.

If you do not have an honours degree, but significant marketing or management experience, you are encouraged to apply.

Given the work-based approach to assessment that underpins this programme, there is a requirement that you are either:

  • currently employed (preferably in a marketing-based role) and will be able to refer to your role and organisation in the completion of your assessments
  • are willing and able to engage with organisations on a project basis, where you can find organisations that can be used as the basis of your assessment. The University will support applicants to source relevant access to case organisations, however it is the responsibility of the applicant to ensure live projects are secured.

Advanced standing
Applicants who have completed a recent Level 7 business-related professional qualification may be offered advanced standing onto the programme. Given the diverse range of professional qualifications and the diverse range of credit value for these qualifications, applications will be considered on an individual basis following the University’s Recognition of Prior Learning process.

For additional information please see our entry requirements

International applicants can find out what qualifications they need by visiting Your Country

 

Employability

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Information for international applicants

Qualifications

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Full-time

2019 entry

Fee for UK/EU applicants
£5,900 a year

More details about our fees

More details about our fees for international applicants

  • Length: 1 year
  • Enrolment date: September or January
  • Admission enquiries: 01642 342308
  • Semester dates

Apply online (full-time)

Apply online (fast-track)
for current students

 

Part-time

2019 entry

Fee for UK/EU applicants
£655 for each 20 credits

More details about our fees

  • Length: 2 years
  • Enrolment date: September or January
  • Admission enquiries: 01642 342308
  • Semester dates

Apply online (part-time)

Apply online (fast-track)
for current students

 
 
 

Choose Teesside

Progress

Stand out from other job applicants with your higher level qualification, specialist knowledge and expanded networks.

 

Skills

Improve your project management, critical thinking, research skills, time management, presentation skills and teamwork.

 

Earnings

The median salary for working-age (16-64) postgraduates in 2018 was £6,000 more than graduates
(DoE Graduate Labour Market Statistics 2018, tees.ac.uk/source)

 

Campus

Study in our friendly town-centre campus with over £270m recently invested and another £300m over the next 10 years.

 

Get in touch

 

Open days

04 September 2019
Postgraduate open day

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