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Course overview
Study at Teesside University International Business School
See what it’s like to study at our modern, enterprising and dynamic business school
Across all digital channels, every click, interaction, journey and registration is tracked – these insights improve marketing strategies and boost business return on investment (ROI). Remove guesswork from understanding what drives ROI, analysing and applying digital marketing metrics, and aiming to increase online customer engagement and optimise user experience.
Consider a wide range of marketing theories and develop a toolkit to critically evaluate how all aspects of digital marketing link into the strategic marketing planning process.
Examine the disruptive nature of technology and how it challenges traditional marketing methods and practices, exploring new ways of working across infrastructure, processes, people and culture to support the marketing function within a business.
This course has been devised in collaboration with some of the region’s leading digital agencies, providing you with a contemporary, practice-based understanding.
Top reasons to study digital marketing with us:
- Industry input: we work with brands including Coca-Cola, Apple, Adobe, Microsoft, KPMG, Ernst & Young, and Johnson & Johnson to give you experience of working with global organisations.
- Entrepreneurial opportunities: our students have created 500 new business start-ups through Launchpad and Fuel – a start-up community who provide support and advice for students looking to start a new business venture.
- United Nations’ PRME initiative – we’re a proud signatory of the United Nations’ Principles for Responsible Management Education (PRME) initiative, which aims to globally raise the profile of sustainability and responsible leadership to equip current and future leaders with the skills to deliver positive change for business and society.
- Financial awards: study this course and you may be eligible for a £3,500 Sir Keith Skeoch postgraduate scholarship.
Where you study
Middlesbrough campus.
Course details
Course structure
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.
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.
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
Act as an independent learner – you are encouraged to progressively gain subject knowledge and skills in a flexible practice-led manner. You are exposed to a variety of learning methods, from workshops, action learning sets, and interactive learning tools, using various technologies such as Microsoft Teams, Sway, and Collaborate Ultra (virtual classrooms). A range of relevant marketing platforms, commonplace in digital marketing roles, are used such as Google AdWords, Google Analytics, social media platforms and WordPress.
You learn through blended delivery – gain knowledge through online lectures in the virtual learning environment, and take part in debate and discussion in face-to-face workshop-focused contact time.
This course is delivered by the core academic team and supported by regular input by practitioners from an extensive network of business relationships. Practitioner input and business engagement are core aspects of the course, delivered by professional digital marketers. Your assessments are applied in a real-world setting, meaning they are linked to your current employment setting or live
project businesses.
The course ends with your professional marketing project. You work closely with your academic supervisor to complete research in an aspect of digital marketing within your organisation or a live case study. You are introduced to key aspects of research methods through an intensive workshop and are 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.
You attend practice-based workshops led by industry professionals addressing key aspects of digital marketing best practice and developments, supporting and signposting your learning to support continuous professional development. You can also 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, a research proposal and an associated dissertation.
Entry requirements
You should typically have an honours degree (at least a 2:2), professional qualification or equivalent experience.
For EU and international students an IELTS score (or equivalent) of 6.0.
For general information please see our overview of entry requirements
International applicants can find out what qualifications they need by visiting Your Country
Employability
Career opportunities
This course prepares you for success as a marketing manager, marketing consultant, or digital marketing agency and client-side working.
Information for international applicants
Qualifications
International applicants - find out what qualifications you need by selecting your country below.
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Useful information
Visit our international pages for useful information for non-UK students and applicants.