MSc Digital Marketing (with Advanced Practice) drafted
Program start date | Application deadline |
2023-09-01 | - |
Program Overview
What will I study?
Our marketing subject area has established working relationships with key bodies such as the Chartered Institute of Marketing (CIM) and the Institute of Direct and Digital Marketing (IDM) allowing the course content to be reflective of their syllabus. This is particularly of value if you are intending to progress on to a professional qualification with either body upon successful completion of your Masters.
The MSc Digital Marketing programme demonstrates how new digitally-focused tactics and strategies integrate with more traditional marketing tools and practices to capture new customers, build customer loyalty and provide superior customer service. You will understand the value of, and methods for, determining return on investment of Internet marketing programs, as well as online visitor and buyer behaviour, customer journey mapping, mobile marketing and social media.
You will also have the opportunity to develop a wider understanding of the principles and practice of leading and managing organisations and develop a range of applied research skills.
How will I be taught and assessed?
13 hours per week
32 hours per week
Assessment
for this programme takes place through group work, assignments, presentations and exams giving you multiple methods for you to show your understanding of the course material.experienced lecturers and academics
who use their industry experience to demonstrate how theories translate into real-life situations.Technology-enhanced
learning is embedded throughout the course to guide your preparation for seminars and independent researchweekly academic support sessions
designed to build your ability and confidence as an academic learnerguidance tutor
at induction who you will meet with regularly during your studiesCareers and further study
Graduates will be well suited to join a wide range of businesses, including graduate training schemes or even start up their own businesses or begin a professional qualification with one of the marketing industry bodies.
Upon successfully completing your course, you may undertake further professional development and training through Professional Pathways programmes. These are offered to our graduates for free, from our partner, QA.
Find out more about Professional Pathways and your eligibility
.You can also gain access to the Northumbria University Graduate Enterprise scheme where we can help you with advice and skills to enable you to set up your own business.
Advanced Practice stage
The Advanced Practice version of this course offers you a valuable opportunity to secure a work placement or complete a group consultancy project, giving you an experience of the workplace environment or live business issues, and an excellent way to put your learning into practice. This stage of the programme will take place between your second and final semester, and is a semester-long (12-15 weeks) in duration. Internships as part of the Advanced Practice stage may be paid or unpaid. The alternative consultancy module allows you to work in teams with a business organisation working on consultancy-based projects on real business scenarios. Whether you choose the internship or consultancy project you will successfully develop your business skills and further enhance your employability.
September start dates:
your programme will last for up to 21 months. You will have a summer break after Semester 2, and commence your Advanced Practice stage in September.January start dates:
your programme will run for 16-24 months. You will commence the Advanced Practice stage of the programme in the following January, immediately after your second semester. Please note that there are two summer breaks included in this programme for those starting in January.May start dates:
you will start the Advanced Practice stage of the programme in January, straight after you have completed your second semester. Your programme will run for a total of 16-18 months. Please note that there is no summer break included in this programme for those starting in May.The Advanced Practice programmes are structured as below:
Sept-Jan | Jan-May | May-Sept | Sept-Jan | Jan-May | May-Sept | Sept-Jan | |
---|---|---|---|---|---|---|---|
September starts | Semester 1 | Semester 2 | Summer break | Masters’ Internship | Masters’ Dissertation | ||
Business Clinic PG Group Consultancy Project | Applied Management Work Investigation* | ||||||
Jan starts | Semester 1 | Summer break | Semester 2 | Masters’ Internship | Summer break | Masters’ Dissertation | |
Business Clinic PG Group Consultancy Project | Applied Management Work Investigation* | ||||||
May starts | Semester 1 | Semester 2 | Masters’ Internship | Masters’ Dissertation | |||
Business Clinic PG Group Consultancy Project | Applied Management Work Investigation* |
*dependent on what grade you achieve in the Consultancy Project
Related reading
From your Programme Leader,
Dr Lillian Clark
The
World
of Branded Content: A Visit to The Guardian
Digital Marketing reading:
5 Tips for Marketing Yourself
A Day in the Life: Head of Marketing
The Skills You Need to Succeed in Digital Marketing
Leading-Edge Careers for our Students
‘Technology and Cultural Trends for 2017’ – A Guest Lecture
Enquire now
Program Outline
All modules are core and 20 credits unless otherwise stated.
Strategic Marketing in the Digital Era
In this module, you will learn to appreciate the role of a strategic manager of a modern-day manufacturing and sales business in the context of an increasingly digitalised consumer environment.
You will be introduced to Marketing at a strategic level of a business, and understand how marketing decisions are made in the context of other essential business functions; i.e. financial planning, operations and supply chain management, and human resource management. In addition, you will learn to appreciate the digital nature of modern-day business operations and marketing strategy.
The module will cover the following themes:
Leadership and Management Development
This module engages you in personal and professional development in order that you develop and hone your team working, management and leadership skills, capabilities and attributes, and in so doing, enhance your employability. In this module, you will not only prepare for your first job after you graduate but also kick-start your commitment to life-long personal and professional learning.
In the first part of the module you will be supported in a self-analysis by a range of activities, including the completion of self-administered tool-kits to demonstrate an increased self-awareness and self-understanding.
The second part of the module contains activities that enable you to build on your self-analysis and explore further your strengths, weaknesses and areas for development in the context of your career development plans. This will also include the development of knowledge into the global graduate market, (including routes such as self-employment and developing your career with an existing employer) drawing upon local, national and international examples.
Research Methods and Analytics for Business Practice
This module will provide you with essential knowledge and analytics skills needed for you to complete a high-quality Masters’ Dissertation or Consultancy Project. By undertaking and reflecting on practical research-based activities you will understand the process of designing and carrying out a research study. You will also engage in activities that involve an understanding of data and analysis of data. This will place you in a strong position to undertake your own Masters’ level research or Consultancy Project.
At the end of the module, you will write a research proposal, this will be assessed and will contribute to your final mark. In the dissertation you will work under the supervision of a member of the academic staff and your proposal will also help to ensure you get the most from this relationship.
The Digital Customer Journey: Data, Profiling and CRM
This module is designed to provide you with an introduction to how consumers behave in the digital domain and the opportunities this presents for organisations targeting them.
At the heart of this is the concept of consumer behaviour, which has been revolutionised by emerging technologies, offering new opportunities for communication with companies and fellow consumers.
This will be complemented by an in-depth review of how consumers can be profiled based on their lifestyle characteristics, and an acknowledgement of the role of database marketing in collating, updating and using data to deliver personalised communications messages.
Throughout the module you will cover the following themes:
Digital Campaign Management and Media
This module is designed to equip you with an overview of managing a digital marketing campaign alongside opportunities to utilise a range of digital media.
At heart of the module is digital campaign management, which is continually evolving due to consumers’ digital media usage, offering interactive opportunities for businesses to communicate.
You will explore this in the module by completing a group-based live marketing project which is a part of the Institute of Direct Marketing (IDM) National Student Competition, covering digital campaign management, developing content for digital platforms, the user experience through the digital area, the role of social media marketing, deploying email marketing, and affiliated marketing’s role in a digital campaign.
Throughout this module you will cover the following themes:
Marketing Metrics and Analysis
In this module, you will explore the important role of the website in an organisation’s digital marketing strategy.
You will learn the principles of website evaluation and will use analytic tools for the analysis of web data to help measure the effectiveness of web marketing and improve the user experience.
Academic Language Skills for Post-Graduate Business Students (0 credits)
The aim of this module is to support your study, language and communication skills for academic purposes in the study in your chosen discipline at postgraduate level.
The module is designed to enable you to become an advanced independent learner. It is supported by a teaching and learning plan which outlines the formal sessions. Interactive workshops will be tailored to address some of the specific issues that you meet within your discipline. You may also be asked to complete some preparation tasks for some seminars but these will be kept to minimum. You will be expected to identify those skills which you need within your postgraduate programme, and to develop these independently through a range of learning activities that might include extended reading, and reflection.
The Newcastle Business School Masters Dissertation (60 credits)
You will design a research project, assessed through a proposal and will then work under supervision of a member of academic staff to use and extend the knowledge and skills that they have acquired during your programme of study to complete a dissertation. You will use appropriate research methodologies and data collection methods to critically synthesise a body of knowledge relevant to the taught programme.
On successful completion of this module, you will be able to conduct research and organise the findings into a comprehensive and explicit structure that is critically assessed and is linked to the conclusions drawn.
You will demonstrate this ability by identifying an appropriate research topic, critically selecting and applying an appropriate research methodology and data collection method(s) to your chosen research topic, demonstrating a rigorous understanding of the theory and literature relevant to the issues under investigation, and showing how these link to the research method(s). You will also critically reflect on how their research contributes to the understanding of the topic area.
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The course information displayed on this page is correct for the academic year 2022/23. We aim to run the course as advertised however, changes may be necessary due to updates to the curriculum (due to academic or industry developments), student demand or UK compliance reasons.