PgCert/PgDip Digital Marketing and Analytics
| Program start date | Application deadline |
| 2024-10-14 | - |
Program Overview
The PgCert/PgDip in Digital Marketing and Analytics at the University of Sunderland provides a comprehensive understanding of contemporary marketing theory and practice, emphasizing business-based data analysis. Accredited by the Chartered Institute of Marketing, the program equips students with the skills to analyze and interpret marketing data effectively, develop critical thinking and research abilities, and enhance project management and presentation skills. Graduates are prepared for exciting careers in the marketing and computing sectors, including roles such as Digital Marketing Manager and Marketing Analytics Manager.
Program Outline
PgCert/PgDip Digital Marketing and Analytics at the University of Sunderland
Degree Overview: The postgraduate certificate and diploma in Digital Marketing and Analytics (PgCert/PgDip) at the University of Sunderland provides students with a comprehensive understanding of contemporary marketing theory and practice. It emphasizes business-based data analysis, equipping them with a credible technical background in digital marketing. The program is designed to:
- Introduce current digital marketing strategies and their application in real-world scenarios.
- Equip students with the skills to analyze and interpret marketing data effectively.
- Develop critical thinking and research abilities to evaluate contemporary trends and evidence.
- Enhance project management and presentation skills through an individual research project. The program is accredited by the Chartered Institute of Marketing (CIM) and enjoys close links with industry professionals, ensuring students stay informed about current market developments.
Outline: The PgCert/PgDip program comprises a variety of modules, with the diploma requiring the completion of all modules offered in the certificate.
PgCert Modules (60 Credits):
- Integrated Marketing Strategy (30 credits): Explores the strategic role of marketing within an organization, emphasizing sustainable competitive advantage. Students learn to identify long-term objectives, develop short-term tactics, and utilize digital tools in an increasingly data-driven and environmentally conscious business landscape.
- Digital Marketing & Analytics (30 credits): Addresses the behavior and expectations of modern consumers in B2C and B2B environments, with a specific focus on local, national, and global digital marketing strategies. This module imparts the knowledge and practical skills required for effective digital marketing campaign execution and analysis.
PgDip Modules (120 Credits):
Students complete the above PgCert modules and an additional 60 credits:
- Social Media, Analytics and Digital Research (30 credits): Examines social media theories, applications, and digital research methodologies. Students explore the evolution and range of social media platforms, including convergence and hybrid media, and gain insights into consumer engagement, word-of-mouth marketing, and the pervasive nature of social media. The module further delves into advanced analytics tools and their application to social media platforms, including a social media audit project to ensure a balance of theory and practice.
- Web Metrics and Analytics (30 credits): Traces the origins of digital analytics from data sources to analysis and application. This module focuses on understanding how marketers utilize and interpret data, applying insights for informed decision-making. Students critically assess key concepts, models, and theories related to web metrics and analytics.
Assessment: The PgCert/PgDip program utilizes various assessment methods to evaluate student learning:
- Reports: Analyzing real-world case studies and providing evidence-based recommendations.
- Practical exercises: Applying theoretical concepts to practical scenarios.
- Individual coursework: Demonstrating the ability to research, analyze, and synthesize information effectively.
- Discussion papers: Engaging in critical discussions on contemporary issues in digital marketing.
- Research plans: Developing research proposals for individual research projects.
Teaching: The program employs a combination of teaching and learning methods:
- Lectures: Delivering key concepts and theoretical frameworks.
- Seminars: Facilitating interactive discussions and collaborative learning.
- Group work: Encouraging teamwork and skills development through project-based learning. The program emphasizes research-active academic staff, ensuring students receive the latest industry insights. Students engage with real-world practice through company visits and guest speaker programs, gaining invaluable exposure to the digital marketing landscape.
Careers: The PgCert/PgDip in Digital Marketing and Analytics prepares graduates for various exciting careers in the marketing and computing sectors, including:
- Digital Marketing Manager
- Marketing Analytics Manager
- Head of Data Analysis
- Marketing Data Analyst
- Digital Marketing Consultant Graduates are equipped with the skills and knowledge to thrive in dynamic and data-driven business environments. The program's strong industry connections enhance employment prospects, with alumni successfully employed by leading organizations like Microsoft, IBM, Nike, Adidas, P&G, Lloyds TSB, Marriott Hotels, and the NHS.
Other:
- The program is available on both full-time (4 months) and part-time (7 months) basis.
- The PgCert program costs £5,500 for international students and £2,500 for UK/EU students.
- The PgDip program costs £11,000 for international students and £5,000 for UK/EU students.
- The program is delivered at the University’s modern Reg Vardy Centre on the St Peter’s campus, offering excellent facilities and resources.
Conclusion: The PgCert/PgDip in Digital Marketing and Analytics at the University of Sunderland is an ideal program for aspiring professionals seeking a career in the ever-evolving field of digital marketing. Its comprehensive curriculum, industry-aligned approach, and strong focus on data analytics equip students with the necessary skills to succeed in the modern business world.
Tuition Fees and Payment Information:
PgDip £5,000 if you are from the UK/Ireland/EU settled/pre-settled £11,000 if you are an international student PgCert £2,500 if you are from the UK/Ireland/EU settled/pre-settled £5,500 if you are an international student
