MSc Digital Marketing / Course details

This unit will enhance your skills by getting you to develop a digital marketing plan for a new good/service/idea or a new brand variant that meets one or more UN Sustainable Development Goals (SDG) goals. This part of the course is closely related to the Manchester Method that enables you to engage in experiential learning and helps you to become a reflective and socially responsible practitioner or manager.
 

· To provide knowledge, understanding and a critical appreciation of   digital marketing concepts, strategy and techniques 
· To equip students with competencies and skills required by   employers/business 
· To develop an appreciation for the significant role digital   marketing plays in building an organisation’s competitive advantage/ability to differentiate itself
· To encourage critical evaluation and problem solving through application of theoretical knowledge
· To provide opportunities to apply digital marketing skills in   practice

Short videos to support the digital marketing plan development

Workshops

Project surgeries

Interactions with project supervisor and guest speakers

· Synthesize and analyse complex issues in a critical and systematic way, showing creativity and the ability to question preconceived assumptions [A1}
· Plan, conduct and report on a piece of research conducted in the context of digital marketing [A3}
· Identify the benefits of Owned, Paid and Earned digital media [A6}

· Show a systematic understanding of the theoretical basis of marketing research and analysis (including buyer behaviour, communication, competitive advantage, environmental analysis and scanning, product and service development, segmentation, strategic analysis and strategy formulation) as it applies to specialist areas of digital marketing (e.g. digital strategy, building brand expression, delivering and optimising customer experiences online, retailing, services, business-to-business and international marketing). [B1]
· Show a systematic understanding of the use of digital technology in marketing and market research (including sources of information on the Internet) [B2]
· Acknowledge the importance of social responsibility and sustainable marketing for businesses and understand how this needs to be embedded in digital marketing strategies and practices [B6]

· Analyse data and draw meaningful and relevant insights [C1]
· Know how to perform a digital marketing audit [C]
· Acquire project management skills [C3]
· Develop a digital marketing plan for a good, service [C6]

· Communicate clearly through written reports and essays [D1]
· Make oral presentations to specialist and non-specialist academic audiences, participating effectively in such contexts [D2]
· Demonstrate an ability to identify and respond to the views of others and to work effectively and constructively in a team [D5]
· Autonomously manage time efficiently [D6]
· Demonstrate an ability to effectively employ resources from the library and the Internet that are useful for digital marketers [D7]
· Improve one’s own approach to professional development through planning, monitoring, peer learning, critical reflection and evaluation [D8]

Group digital marketing plan 40%
Group video pitch 10%
Individual reflective essay 50%

Chaffey, D, & Ellis-Chadwick, F 2019, Digital Marketing, Pearson Education, Limited, Harlow.

Kotler, P, Brady, M, Goodman, M, Hansen, T. 2019  Marketing Management: European Edition, Pearson Education, Limited, Harlow.