Digital Marketing Management, MSc

University of Greenwich

The aim of the module is to provide students with an in-depth understanding of the principles and techniques of digital marketing analytics, and how to use data to make informed decisions in digital marketing. Through the module, students will be armed with the know-how, the experience, and the insights to work and speak with authority in this fast-paced industry. By mastering the analytical tools and techniques needed to design, implement, and evaluate digital marketing campaigns, students will be capable of building digital marketing strategies from scratch, demonstrating their skills as skilled digital marketers.

The module aims to provide students with the knowledge and skills to develop effective digital marketing campaigns and create high-quality content that engages audiences across various platforms. With the increasing demand for creative and engaging content in digital marketing, this course will explore the principles of content creation and management, including storytelling, branding, and audience targeting. Students will also learn how to develop and execute successful digital marketing campaigns across multiple channels, such as social media, email marketing, and search engine marketing. The course will emphasize hands-on learning, enabling students to develop practical skills in content creation, campaign management, and data analysis, ultimately producing digital marketers who can create effective marketing campaigns that drive business growth.

The module aim to equip students with the knowledge and skills necessary to plan, implement, and optimize integrated digital marketing communications campaigns across a range of channels. It provides students with a comprehensive understanding of the latest trends and best practices in digital marketing, including content marketing, social media marketing, and email marketing. The module also incorporates theoretical elements of integrated digital marketing communications, exploring how various channels and tactics can be integrated and coordinated to create a consistent and cohesive brand message. By the end of the module, students should be able to critically evaluate the effectiveness of digital marketing campaigns, make data-driven decisions to improve their performance, and develop and implement successful digital marketing strategies.

The Digital Customer Experience module offers students an in-depth understanding of Customer Experience in physical, digital, social media, and virtual environments. It aims to embed key analytical skills in managing customer experience in online settings by applying the latest research frameworks and methods for a robust understanding and, therefore, improving CX in different business contexts. The module aims to bring together leading industry partners to work on live briefs of customer experience cases so that students will be able to apply the theoretical and analytical knowledge on these cases directly.

The module aims to equip students with the knowledge and skills needed to develop effective digital marketing strategies and plans. This course covers various aspects of digital marketing, such as market research, consumer behaviour, digital media planning, content strategy, and social media marketing. Students will learn how to use data analytics to inform decision-making, identify key performance indicators, and measure the effectiveness of their digital marketing campaigns. By the end of the course, students will have a deep understanding of the strategic role of digital marketing in achieving business objectives and be able to apply this knowledge to real-world scenarios.

The fourth industrial revolution means increasing digitisation of consumer’s lives. Accordingly, a thorough understanding of the implications of emerging digital innovation and transformation on marketing is crucial. Emerging Digital Technologies is aimed at helping students understand the shifting landscape of stakeholders, key concepts, immersive experiences, gamification, context-relevant verbiage, and interoperability of fundamental theories. Students will be able to relate to the complexities of how the future of the experience economy may be redefined by innovations such as blockchain, virtual reality, augmented reality, artificial intelligence, robotics, embodied technologies, social media and the metaverse. Assuming the role of digital marketing disruptors, students will be responsible for creating an innovative design brief that incorporates cutting-edge technology in a marketing context.

This module aims to equip students with the knowledge and skills to navigate the complex ethical issues that arise in the digital marketing landscape. With the increasing reliance on technology and data in marketing, it is essential that digital marketers have a solid understanding of ethical considerations related to consumer privacy, data protection, transparency, and social responsibility. This course will explore the ethical implications of digital marketing practices, provide frameworks for ethical decision-making, and encourage students to develop a critical perspective on the impact of digital marketing on individuals and society as a whole. Ultimately, the aim is to produce digital marketers who are not only proficient in technical skills but also ethical and responsible in their professional practices.

This is a practical based module incorporating elements of research methods, dissertation/consultancy, allowing students to solve specific business issues relating to digital marketing management. This module is a key element of the Master’s degree. It is the point where knowledge and understanding acquired through the earlier taught modules is synthesised and applied to a substantial management problem. Students reaching this level of study will have successfully completed a range of taught modules. This module is designed to build on that knowledge and provide students with the opportunity to explore and evaluate the practical application of business concepts. Students have the option to undertake an industry-based consultancy project and apply knowledge and skills in management to research a business problem and prepare an evidence-based business report of a high professional standard.