MSc Digital Marketing and e-Business

Abertay University

This module gives you a deep dive into the fast-moving world of marketing, helping you explore and evaluate the latest issues from both theory and real-world practice. With digital marketing constantly evolving, you’ll look at fresh developments and emerging trends to build an up-to-date, evidence-based understanding of the field—and how it affects society more broadly. Indicative Content - Trends and challenges : Explore the fast-changing world of marketing and digital marketing, and get to grips with the key trends and challenges shaping the industry today. - Digital consumption : Understand how modern consumers behave online and what drives their digital choices and habits. - Technology in marketing : Discover how tools like AI, big data and analytics are transforming the way marketers connect with audiences. - Social media : Learn how social platforms, content creation and online communities play a major role in building engagement and brand loyalty. - Sustainability and social responsibility : Find out how marketing can be done responsibly, with a focus on ethical, sustainable practices that make a positive impact. - Branding : Explore how brands create meaningful online experiences, define their purpose and build lasting relationships with customers. - Ethics : Dive into the current ethical issues facing marketers in the digital space, and think critically about how to navigate them.

This module builds your understanding of how consumers behave online and how businesses create memorable experiences for them. You’ll dive deep into digital consumer behaviour and learn how it connects to designing effective experience strategies that keep people engaged and loyal. Indicative Content - Digital consumer behaviour : Explore how consumers behave online across different cultures and platforms. You’ll learn about decision-making, digital behaviour theories, and how digital communications influence what people buy and why. - Measuring and analysing online consumer behaviour : Discover how to gather insights from social media and other digital spaces. You’ll analyse consumer wants, needs and behaviours across platforms, and learn how to use this data to make smart marketing decisions. - Customer experience management : Learn how to design customer journeys, build buyer personas and map out experiences. You’ll explore how to manage and improve customer experience strategies, and spot trends and opportunities in the process. - Designing and testing your customer experience : Use customer insights to shape your strategy, test your ideas with real audiences, and learn how to implement and maintain a great customer experience.

This module helps you build practical skills in digital advertising across multiple platforms. You’ll explore key tools and techniques like Search Engine Marketing, Pay-Per-Click, Google Ads, Native and Rich Media advertising, and media buying. By the end, you’ll understand how to plan and run effective, multi-platform ad campaigns that get results. Indicative Content - Digital Advertising and Artificial Intelligence : Learn what digital advertising is and explore the different media formats used to reach audiences online. You’ll also discover how AI supports the planning and delivery of effective multi-platform campaigns. - Search Engine Marketing, Pay Per Click and Google AdWords : Find out how to boost brand visibility using search engines and websites. You’ll explore tools like Google Ads and learn how Pay-Per-Click advertising helps drive traffic and engagement. - Native Advertising and Rich Media Advertising : Explore interactive ad formats designed for different devices and platforms. You’ll learn how these ads capture attention and engage users who are constantly consuming digital content. - Measuring the Success of Multiplatform Advertising : Discover how to track and evaluate campaign performance using research and analytics. You’ll learn how to use insights to improve future campaigns and predict outcomes. - Media Planning and Buying : Understand how to choose and purchase media across platforms to meet marketing goals. You’ll explore how to plan campaigns based on audience behaviour, budget and timing to deliver the right message to the right people.

his module is your opportunity to shape the project you will undertake in the capstone module: MBA555 Management Investigation. You'll have learned in the business research methods module different approaches to undertaking a research project and these will help guide you in your formation of a suitable proposal for the management investigation, which follows this module. Indicative Content - Choosing a Project Type : Decide whether you want to take on a consultancy-style project for a real organisation or carry out a more traditional, theory-based dissertation. You’ll explore what each option involves and which suits your goals best. - Identifying Your Subject for Research : Learn how to spot a strong business problem or research question—whether practical or theoretical. You’ll look at examples of successful projects and explore what makes them work, while also considering ethical responsibilities. - Planning Your Research : Break your project down into clear stages—from investigation and analysis to writing and presenting. You’ll create a realistic schedule to keep your research on track. - Identifying Suitable Evidence : Discover where to find the right sources to support your research. You’ll also learn how to choose the best methods for collecting and analysing data, and how to get permissions if you’re working with a real organisation.

This module deepens your understanding of digital marketing communications and branding through hands-on engagement with real-world case studies. You’ll critically explore a range of digital marketing materials and learn how theory connects with practice in today’s fast-paced digital landscape. Indicative Content - The Marketing Communications Process and Brand Management : Explore the full marketing communications mix and digital tools like social media, mobile marketing and search engine marketing. You’ll learn how these connect with brand management to build strong, recognisable brands online. - Digital Brand Management : Discover how online communities and co-creation shape brand identity and content. You’ll explore key branding concepts—like brand equity, image and personality—and how storytelling, influencer partnerships and user-generated content help brands grow in the digital space. - Branding and Integrated Marketing Communications : Analyse how integrated communications build brand value and consistency. You’ll evaluate digital marketing materials for creativity, effectiveness and ethical impact, and explore how they support brand goals and reputation management. - Responsible Digital Marketing Communications and Branding : Discuss the ethical side of digital marketing and branding. You’ll learn how to embed responsible practices into strategy and execution, making sure campaigns are not only effective but also fair and trustworthy.

This module helps you develop an entrepreneurial mindset and explore what it takes to lead and innovate in today’s business world. You’ll dive into key theories and principles of entrepreneurship, and learn how innovation works across different types of organisations. Along the way, you’ll build the knowledge, skills and confidence needed to succeed as a future entrepreneur or business leader. Indicative Content - Creativity, creation and innovation : Build your understanding of how creativity and innovation work in business. You’ll explore what drives creative thinking, how to overcome barriers, and where commercial ideas come from. Learn techniques like lateral thinking and discover how innovation networks and collaborative strategies help organisations adapt and grow. - Global business problems : Explore the challenges businesses face in a globalised world. You’ll look at competition, globalisation, and complex ‘wicked’ problems—learning how to spot high-quality issues and generate ideas in problem-rich environments. - Innovation : Learn how to turn ideas into real products or services. You’ll explore innovation strategy, leadership, and how to build a culture that supports creativity and continuous improvement. - Ideation system and IDEATE methodology : Use the IDEATE method to bring innovation and originality to new and existing opportunities. You’ll learn how to spot change, anticipate trends, and select high-quality ideas that can make a real impact.

This module introduces you to key business research methods and statistical analysis. You’ll explore the theory behind research and statistics, while also getting hands-on experience in practical lab sessions. Using both quantitative and qualitative techniques, you’ll learn how to apply what you’ve studied to real-world business problems. Indicative Content - Introduction to Research : Explore what research is, why it matters, and the different ways it can be approached. You’ll learn about quantitative, qualitative and mixed methods research, and how each fits into broader ways of thinking—like positivism, interpretivism and pragmatism. - Dealing with Practical Issues and Ethics : Learn how to choose a research topic, set clear objectives and build a solid research strategy. You’ll also explore what makes a good research project and how to handle ethical issues responsibly. - Searching and Reviewing the Literature : Discover how to carry out a literature review—from finding and evaluating sources to organising your research and writing it up. You’ll also learn how to develop strong research questions for both qualitative and quantitative studies. - Data Collection and Analysis : Get to grips with how to collect and analyse data using different methods. You’ll explore both qualitative and quantitative approaches, understand the value of combining methods (triangulation), and learn how to interpret your findings using key statistical tools.

This module shows you how data can shape smart business decisions across different areas. You’ll explore new sources of information—like social media—and how they help you understand your audience, your market, and your organisation better. You’ll also look at the challenges of managing data, including privacy laws and moving data across borders. Plus, you’ll dive into exciting tech developments like Machine Learning that are changing how businesses collect and use data. Indicative Content - Data Visualisation : Learn how to turn data into clear, engaging visuals that help you analyse information and share insights with others. You’ll use Excel to create tables and charts, explore advanced visual techniques, and get introduced to other software tools used in the industry. - Probability and Probability Distributions : Get to grips with the basics of probability and how to apply it in real-world scenarios. You’ll explore key concepts like conditional probability, Bayes’ theorem, and different types of probability distributions using random variables. - Statistical Inference : Discover how to use sample data to make informed decisions about larger populations. You’ll learn how to estimate key statistics, understand sampling distributions, and carry out hypothesis testing using real data. - Regression Analysis : Explore how to predict outcomes by analysing relationships between variables. You’ll work with simple and multiple linear regression, including categorical data, and see how regression is used in business forecasting. - Machine Learning : Get introduced to the core ideas behind machine learning and how it’s used in business. You’ll look at where it came from, how it works, and how organisations use it to make smarter decisions.

This is the capstone to the MBA programme. The focus of this capstone will be directly related to any pathway you have studied. In addition, your project will be directly related to an authentic business challenge, and you will be able to deepen your knowledge in the area you want to concentrate on. Indicative Content - Organisational Consultations and Analysis : If you're completing a consultancy report, you'll engage directly with stakeholders in a real organisation to explore a business challenge. You'll apply what you've learned throughout your MBA to analyse the situation using relevant theories and industry practices. - Data Collection and Analysis : If you're working on a theory-based report, you'll carry out the research outlined in your proposal. This includes reviewing literature, developing a conceptual framework, collecting and analysing data, and presenting your findings clearly and critically. - Consultancy Report : You’ll produce a live consultancy report that investigates a real business issue. This includes outlining the challenge, explaining your data collection and analysis methods, evaluating the business environment, and presenting evidence-based solutions—along with the risks, costs and benefits. - Theory-Based Report : You’ll create a research-focused report that identifies a gap in existing knowledge, critically reviews the literature, justifies your research design, and presents your findings. You’ll also explore what your results mean for different stakeholders.