MSc Digital Marketing / Course details

This module offers a focused exploration of Integrated Marketing Communications (IMC) within a digital context. It covers IMC theories, branding, and omnichannel strategies, with a particular emphasis on social media, influencers, and digital communication planning. The course guides students through communication mix strategies with a digital perspective, delving into the intricacies of online and offline channels.

1. Develop a deep understanding of how digital channels seamlessly integrate into marketing communication strategies.
2. Equip students with the skills to strategically plan and execute digital-centric Integrated Marketing Communications (IMC) campaigns.
3. Encourage critical thinking in evaluating the effectiveness of digital touchpoints within the IMC framework.

By the end of the course students should be able to:

1. Demonstrate knowledge and understanding of the theoretical foundations in digital IMC.

2. Develop the following IMC-specific skills:

•    Acquire practical skills in crafting digital media plans with an emphasis on omnichannel strategies.

•    Develop the ability to formulate effective digital communication mix strategies, including social media and influencers.

3. Develop the following employability/ transferable skills:

•    Critical thinking and ethical decision-making in addressing digital marketing communication ethics.

•    Strategic planning, communicating and executing digital-centric IMC campaigns, fostering practical application in professional settings.•    Work effectively as part of a team.

Formal Contact Methods

Minimum Contact hours: 30 

Delivery format: Lectures

Critically evaluate authentic business scenarios applying integrated marketing communications theories to identify challenges and opportunities.

Analyse complex marketing communications problems, synthesise information from diverse sources, and develop well-supported arguments.

Group Project which is presented via a group presentation (40%)

Individual coursework (60%)

Written, verbally during class and via Blackboard.

Pelsmacker, P. de, Geuens, M. and Bergh, J. van den. (2018). Marketing communications : a European perspective. Sixth edition. Harlow, England: Pearson.

Smith, P.R. and Zook, Ze. (2020) Marketing Communications: Integrating online and offline, customer engagement and digital technologies. 7th Edition, Kogan Page.

Chaffey, D. & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy, Implementation & Practice, 7th Edition, Pearson.
 

Informal Contact Method

Office Hours

Online Learning Activities (blogs, discussions, self-assessment questions)