Digital Marketing (with Advanced Practice) MSc

Real-world experience is essential for standing out in today’s competitive job market. Our Advanced Practice module offers you the opportunity to apply your academic knowledge in a practical setting, enhancing both your employability and professional skill set.

This module, typically undertaken over one semester, prepares you for practice-based opportunities that align with your career aspirations. You’ll receive tailored support and guidance to apply for a range of advanced practice experiences, including:

• research or project-based opportunities on campus or virtually
• employer-led, work-based opportunities on campus or virtually
• internships with external organisations to gain offsite industry experience.

You’ll engage in an advanced practice opportunity that complements your skill set and future goals. Assessment is through a reflective evaluation, equivalent to 3,000 words, marked on a pass/fail basis. Although this module does not contribute to your overall degree classification, it provides invaluable hands-on experience that prepares you to excel in your career.

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.

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 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.

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.

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