for MSc Digital Marketing & Analytics

Digital Consumer and IT Trends for Marketing

This module introduces the core theories and concepts of consumer behaviour and examines the ways in which digital technology is influencing how consumers behave in terms of their interaction with both organisations and other consumers. Additionally this module aims to provide you with an overview of the digital media landscape and the role of key technologies such as cloud computing, social media, mobile and analytics to better capture and analyse customers’ data.

Digital Marketing Data Analysis

This module will give you an in-depth understanding of qualitative and quantitative data analysis methods and statistical techniques as well as the use of latest analytics software packages and their application to both business as well as academic contexts. You will learn to manipulate data from a variety of industry databases and how to analyse and interpret primary data. The module will also help you understand how to evaluate and choose methods for data analysis for business and academic research.

Integrated Digital Marketing Communications and Analytics

You will gain a practical understanding of the key elements of digital marketing communications with a particular focus on mobile marketing, email marketing, display and native advertising and affiliate marketing. You will look at how and when each element can most effectively be used and for what kind of marketing objectives each is suited. This is a practical, hands-on module where you will learn by using the tools and techniques discussed. The module covers the setting up of campaigns as well as how the results of each campaign element can be monitored and assessed using appropriate analytics tools. The emphasis is on understanding how all the different elements of the digital marketing communications mix can work together as part of an integrated campaign and how analytics can help both optimise campaigns prior to execution as well as assess results and ROI as the campaign runs.

Research Methods

Managers in organisations often need to rely on research-based information to make decisions.  In order to make proper use of such material and to ensure that any decisions made on the basis of research findings are soundly based, it is necessary to understand the strengths and weaknesses of the methods and techniques used to collect and analyse such information. There is a wide range of possible approaches to conducting research or consultancy studies which vary in terms of the kinds of questions they seek to answer and the methods used to provide answers are explored in this module.

Social Media Marketing and Analytics

Marketing communications play a vital role in supporting and maintaining a brand. This module introduces the key concepts of social media marketing.  You will learn how to understand, critically evaluate and apply conceptual social media frameworks, theories and approaches relevant to the marketing and promotional mix. You will also harness the key metrics tools of social media marketing in order to listen, monitor and manage communications through such tools. The module also aims to develop your strategic understanding of how to build and manage social media marketing communications campaign which impacts on the identified target audiences and integrates with all other relevant media.

The Evolution of Marketing Management

This module explores the central role of marketing in business and corporate strategy and the ways in which marketing roles, strategies and techniques are evolving due to developments in the areas of digital technology and analytics. You will develop a fundamental understanding of the core concepts of marketing which underpin a more detailed examination of specific digital marketing methods in other modules. The module will examine the influence of digital marketing on business and the similarities and differences between digital and traditional marketing.

Web Marketing and Analytics

This module introduces the basics of good website design. It explores the role that an organisation’s website can play in its digital marketing strategy and the analytics tools available to measure the effectiveness of web marketing. You will learn the principles of designing and building a website, along with creating and organising appropriate content for each stage of the RACE process. You will also learn how to use analytics to improve the user experience through analysis of data. At the end of the module you will have the opportunity to take the Google Analytics Individual Qualification (GAIQ) test.

Consultancy Project

You will undertake a digital marketing consultancy project, operating in effect as a trainee management consultant for your client. You will undertake research into an issue related to digital marketing and analytics and develop recommendations that are intended to benefit the client organisation and perhaps the sector as a whole. The module offers the opportunity to carry out a project that is of real practical benefit and to demonstrate the knowledge and skills you have gained in a real marketing management situation.


This module enables you to consolidate your learning in the form of an intensive piece of academically rigorous research focused on a research question of relevance to some aspect of digital marketing and analytics. You will identify a question, framed within the context of existing academic research, and collect and analyse relevant data. The completed dissertation will take the form of a draft journal article. Where appropriate, you will be encouraged to base your research upon organisations with which you are familiar. The module will help you to develop key employability skills such as creative and strategic thinking, time management, and effective communication, alongside academic skills such as critical thinking, evaluation of existing research, data analysis and academic writing.