Digital Marketing MSc drafted

Program Overview

Designed in collaboration with industry experts, Nottingham Trent University's MSc Digital Marketing program equips students with the latest knowledge and skills in digital marketing, preparing them for successful careers in the rapidly growing field. With a focus on strategic planning, data analysis, and customer engagement, the program offers various experiential learning opportunities, including consultancy and research projects, to enhance employability. Aligned with the Chartered Institute of Marketing's curriculum, graduates earn exemptions from the Level 6 Diploma in Professional Digital Marketing, ensuring professional recognition and career advancement.

Program Outline

Degree Overview:

Digital marketing is a rapidly growing and dynamic field within the marketing industry. This MSc Digital Marketing degree is designed to equip students with the latest knowledge, tools, and techniques in digital and social media marketing. The program is developed in collaboration with senior digital marketers and the Chartered Institute of Marketing (CIM). The program is suitable for students from diverse backgrounds, even those without prior marketing experience. It aims to develop students into specialist marketing professionals capable of operating at both strategic and tactical levels within the industry.

Objectives:

• Gain a broader perspective on marketing and the significance of digital marketing.
• Develop skills and knowledge in strategic marketing and digital marketing processes.
• Understand digital marketing tactics and implementation.
• Analyze various data used in different contexts to support effective marketing decision-making.

Outline:

Semester One:

• Principles of Marketing (20 credits): This module provides a critical understanding of contemporary issues, theories, and frameworks used in conventional marketing activities.
It introduces the core marketing functions and key concepts, frameworks, and models, with a focus on digital marketing.
• Understanding the Customer Experience (20 credits): This module explores consumer behavior throughout all stages of consumption, considering micro- and macro-environmental factors.
It examines social and group influences on purchase decisions and the importance of customer satisfaction, brand loyalty, and value to organizational performance. Students develop a critical understanding of customer behavior models applied to contemporary consumer practices and a comprehensive appreciation of the digital customer journey.
• Strategic Global Marketing (20 credits): This module covers key concepts, frameworks, and models encountered in the strategic marketing process.
It develops an understanding of the foundations of strategy and strategic marketing, how traditional and contemporary marketing planning tools and approaches are applied in various business contexts, and the impact of the future global environment on planning.

Semester Two:

• Digital Marketing Operations (20 credits): This module provides both theoretical and practical applications of digital marketing in today's rapidly changing digital landscape.
It examines digital disruption in marketing and the influence of technology development on business performance. Students develop the ability to evaluate organizational performance, assess how contemporary digital marketing practices support business objectives, and identify relevant strategies and objectives for implementation on digital platforms.
• Dynamic Digital Marketing (20 credits): This module deepens understanding of digital marketing and its underlying theories and concepts in communications strategies and plans.
It examines digital technologies and their impact on marketing practice, assessing how contemporary practices are applied in different organizations and sectors to achieve objectives. Topics include digital campaigns and planning frameworks, social media, digital community engagement, search engine optimization (SEO), and optimizing paid, owned, and earned media.
• Contemporary Perspectives in Customer Engagement (20 credits): This module examines core theories related to customer engagement and applies them in various marketing contexts.
Students demonstrate knowledge and understanding of traditional and contemporary debates related to the philosophy and practice of marketing.

Semester Three:

• Experiential Project (40 credits): Students choose from three experiential project options:
• Consultancy Experience Project:
Working in teams, students undertake focused research, develop professional skills, manage complex projects, and deliver results in real business situations. They present findings to clients and learn valuable project management tools and concepts.
• In-Company Experience Project: Students apply learned theories to a substantial, live project in a company setting.
This involves focused research, skill development, project management, and delivering results in a real business environment.
• Business Research Project: This project involves independent research, resulting in an academic research paper, presentation, and methodological reflection.
It is suitable for students with significant prior work experience or those interested in pursuing a PhD.

Ongoing Learning/Professional Development:

• Professional Practice (10 credits): This module enhances understanding of personal and professional development needs to improve business acumen and employability.
It utilizes taught sessions, diagnostic tests, individual and group mentoring, and engagement with workshops, lectures, experiential learning opportunities, and extra-curricular events to expand knowledge, skills, and challenge attitudes and behaviors.
• Customer Insight through Marketing Research (10 credits): This module develops skills as an effective decision-maker, exploring philosophical debates and methodological issues related to marketing research.

Placement Opportunities (Two-year course only):

• Placement Diploma in Industrial Experience: This module aims to develop understanding of the business and commercial environment.
Students apply prior knowledge and skills in a business setting, increasing their commercial awareness.

Assessment:

The program utilizes a variety of assessment methods, reflecting the needs and demands of different modules. Some modules assess collaborative teamwork, while others assess individual capabilities. Assessment types include:

• Examinations
• Group presentations
• Essays
• Reports
• Financial analyses
• Literature reviews
• Research-based projects

Teaching:

• Teaching and Learning: Nottingham Business School employs a distinctive approach to learning, emphasizing theory, practice, experience, observation, reflection, and improvement.
Students engage with different theories, concepts, and approaches, applying them in practical settings.
• Marketing Simulation: The Principles of Marketing module includes a simulation exercise where students make marketing decisions for a company in the jeans industry, applying their skills in a dynamic competitive market.
• Academic Mentors: Each postgraduate student is assigned an Academic Mentor who provides support throughout the year, helping students make the most of their time at NTU and develop transferable skills.
• In-sessional English Language Support: In-sessional English language classes are offered to international students at no extra cost, providing focused support in developing English skills for academic purposes.
• Personalization: The program recognizes the diverse backgrounds and skill levels of postgraduate students and strives to nurture and support individual learning needs.

Careers:

The MSc Digital Marketing program is designed to produce graduates with focused knowledge of digital marketing, preparing them for roles such as:

• Digital Marketing Manager
• Digital Campaigns Manager
• Digital Strategist
Graduates have secured positions in the public, private, and third sectors, including:
• Digital Media Planner
• Digital Marketing Executive
• Internet Marketing Analyst
• Digital Marketing Managers
Students are awarded a Level 4 Certificate in Professional Digital Marketing from the CIM upon successful completion of an assessment. They also receive exemptions from the Level 6 Diploma in Professional Digital Marketing.
• Google: Students have the opportunity to attend Google workshops run by Google Partners, gaining professional accreditation in AdWords.
• Employability Team: NTU has a dedicated Employability Team that provides support throughout the program and after graduation, offering services such as:
• Finding placements, internships, and part-time work
• Self-employment advice
• Gap year and time-out guidance
• Re:search Re:imagined: NTU emphasizes research as a means of finding solutions to global challenges, encompassing ethics, innovation, entrepreneurship, behavioral science, and more.
• Virtual Tour: A virtual tour of the campus is available.

• One year (full-time): £11,900
• Two years (placement year): £13,750 (£11,900 in year one and £1,850 in year two)
• One year (full-time): £20,250
• Two years (placement year) : £22,100 (£20,250 in Year One and £1,850 in Year Two)
• Please note that if you are considering a course that runs over more than one year, the tuition fee stated is for the first year of study.
The course fee for the second year may be subject to annual review.

Additional Costs

• Library books: Most study modules will recommend one or more core text books, which most students choose to purchase.
Book costs vary and further information is available in the University’s bookshop. There may also be a supply of second-hand books available for purchase from previous year students.
• Field trips: All essential field trip costs will be included in your course fees.
There may be the opportunity to take part in optional field trips, which do incur additional costs.
• Placement: Whilst on placement students will be expected to pay for accommodation, travel and living costs.
• Print and copy costs: The University allocates an annual printing and copying allowance of £20 depending on the course you are studying.