MSc Marketing With Digital Strategy

Postgraduate, Full-time

Marketing With Digital Strategy MSc



MSc Marketing with Digital Strategy

Overview

Contemporary society is increasingly described as being ‘post-digital', where technology integrates with and influences every aspect of our lives. Digital marketing strategies and services are no longer regarded as ‘bolt-on' or specialist areas, they are now an essential and invaluable part of any communication or marketing strategy. 

Our MSc in Marketing with Digital Strategy equips you with the digital skills and strategic marketing knowledge to meet current demand for people who can thrive in the digital business environment. Suitable for those with no previous marketing knowledge, this higher degree will increase your employability, empowering you to have the confidence and knowledge to meet employers’ present and future digital and marketing needs, and give you the advanced digital skills necessary to develop new business and marketing opportunities.

The course is accredited by the Institute of Data & Marketing (IDM), a leading professional organisation specialising in digital marketing. You’ll be able to gain an additional professional qualification (Certificate in Digital and Data Driven Marketing) as part of your studies, and you’ll also get practical experience in digital and social media analytics as part of this course, greatly enhancing your career prospects.

Student at work on a laptop in the Craiglockhart campus library.

Mode of Study:

Full-time

Duration:

1 years

Start date:

Jan


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Course details

September start (12 months):

In Trimester 1 (Sept-Dec) you will study Principles and Practices of Marketing, Digital Analytic Strategy plus either Consumer Behaviour OR Marketing Communications. 

In Trimester 2 (Jan-April) you will study four modules: Research Methods, Strategic Brand Management, Digital Marketing Strategy, Social Media and Content Marketing.

In Trimester 3 (May--August) you will complete a Dissertation.

January start (18 months):

In Trimester 2 (Jan- April) you will study four modules: Research Methods, Strategic Brand Management, Digital Marketing Strategy, Social Media and Content Marketing.

May - Sept: BREAK

In Trimester 1 (Sept - Dec) you will study Principles and Practices of Marketing, Digital Analytic Strategy plus either Consumer Behaviour OR Marketing Communications. 

In Trimester 2 of Year 2 (Jan - June) you will complete a Dissertation.




  • calendar How you’ll be taught This full-time course will take up to a year (18 months if you are a January start) to complete and will be structured to support the student through their journey. You’ll learn by a variety of teaching methods including lectures, guest lectures, practical workshops, tutorials and independent study.
  • note and pen Assessments Each module will have either one or two assessments. Assessment is carried out via a wide range of mechanisms, both coursework and exam.
  • briefcase Work placement

    Not applicable

  • study abroad Study abroad

    Not Applicable

Modules

Modules that you will study* as part of this course

Consumer Behaviour ( MKT11102 )

Introduction to the subject area, definitions and topical consumer behaviour issues including CCT (Consumer Culture Theory) and social-cognition theories of attitude, motivation and behaviour change.

- An overview of the consumer setting; consumer culture and the present anthropological and sociological marketing environments.
- An examination of the consumer decision making process and different mental processes consumers’ employ
- A critical examination of key psychological and sociological factors that influence the consumer decision making process. For example, social class, geo-demographics, values, attitudes, and lifestyles.
- The self; stereotypes, objectified brands, brand identity and value and subsequent consumer behaviour, social media and technology
- Social Marketing: Topical issues and consumer behaviour change
- A review of the different methods used for researching consumers including questionnaires, focus groups, experiments, ethnographic and netnographic qualitative techniques.
- Debate; outline of motions set and literature search requirements

Further information

Digital Analytics Strategy ( MKT11110 )

In this module, you will develop in-depth understanding of the theory, practice and managerial implications of using Digital Analytics as part of an organisation’s marketing strategy. The syllabus will introduce you to key principles and challenges, including the analysis and evaluation of data from social media, websites and search marketing to improve marketing performance. You will engage with a range of literature to reflect critically on contemporary issues and evaluate the role of big data ethics in an organisational context. In addition, you will get hands-on experience in key Digital Analytics tools used by marketing practitioners, resulting in strong strategic and applied knowledge in Digital Analytics upon successful completion of the module.

Further information

Digital Marketing Strategy ( MKT11124 )

This module introduces the theory, principles, and practice of digital marketing strategy. Using contemporary frameworks and recent case studies you will learn about paid, earned and owned media and their role in digital marketing strategy. You will investigate recent changes in online consumer behaviour and their impact on marketing practice. Some of the key topics discussed in this module will include: social media marketing, digital advertising, digital PR, online market research, user-generated content, mobile marketing, eCRM, content marketing strategy, email marketing, and online Public Relations. This module is accredited by the Institute of Digital Marketing.

Further information

Dissertation ( SOE11130 )

Research methodologies, critically reviewing literature, research design and ethics, data collection methods (qualitative, quantitative and mixed), analysis methods, research writing and dissemination. Individual research, production of a dissertation, reflection on work undertaken.

Further information

Marketing Communications ( MKT11101 )

Communications theory, stakeholders, decision making process, integrated marketing communications, marketing communications planning, budgeting & evaluation, advertising, sales promotion, public relations, sponsorship, direct marketing, personal selling, exhibitions, packaging, online communications, b2b communication, internal communications

Further information

Principles and Practice of Marketing ( MKT11108 )

The module is essential to anyone wanting to work in business and / or marketing. Throughout the module we will analyse the principles and practices of marketing with a focus on their practical application.
The module covers:
1. Marketing environment
2. Marketing Strategy and objective setting
3. Marketing communications
4. Understanding Products
5. Pricing strategies
6. Logistics and distribution
7. Services marketing
8. Sustainability
9. Planning and control.
By studying Principles and Practices of Marketing you will learn how to make marketing decisions across an organisation, and how to devise and implement a marketing plan for a product / service of your choice.


Further information

Research Methods ( SOE11131 )

Research methodologies, critically reviewing literature, research design and ethics, data collection methods (qualitative, quantitative and mixed), analysis methods, research writing and dissemination.

Further information

Social Media and Content Marketing ( MKT11111 )

This module explores key theories and practices related to social media marketing and content marketing. The structure of the module follows a well-established model developed by Solomon and Tuten (2020) that focuses on 4 zones of social media
marketing. Students will learn: 1. how organisations establish and maintain Social Communities using appropriate interactive creative content practices that are published on social media pages and profiles(LO1). 2. Social Publishing will open up for students the world of creative content for businesses and organisations, with a specific focus on blogging and other narrative and social/personality- driven media content(LO2). 3. The third element of this module will focus on Social Commerce, leading students to a full understanding of how content creation can be used for driving sales and encouraging engagement (LO3). 4. Social Entertainment will show student the ways in which social gaming and play, branded videos etc. can be used to enhance brand identity and online presence(LO4). Students will also reflect on and critique the ways in which social media
and content marketing techniques can be used in marketing and business contexts (LO5).

Further information

Strategic Brand Management ( MKT11103 )

Develop a critical understanding of strategic brand management theory and evaluate the value of such theory to organisations. Analyse the origin of popular brands. Strategic brand management process. Establishing brand position and values. Choosing brand elements to built brand equity. The role of advertising and the Internet in brand development. The legal protection of brands. Co-branding and brand conflict. Developing brand equity measurement and management systems. Managing brands in a global context and the not for profit sector.

Further information

* These are indicative only and reflect the course structure in the current academic year. Some changes may occur between now and the time that you study.

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Disclaimer

Study modules mentioned above are indicative only. Some changes may occur between now and the time that you study.

Placement and study abroad opportunities are subject to UK and Scottish Government health and travel advice.

Full information is available in our disclaimer.

Entry requirements

Entry requirements

The entry requirements for this course is a Bachelor (Honours) Degree at a 2:2 or above. 

We look for applicants to have a background in any discipline in order to be eligible for the programme.

We may also consider lesser qualifications if you have sufficient professional work experience within the industry.

English language requirements

If your first language isn't English, you'll normally need to undertake an approved English language test and our minimum English language requirements will apply.

This may not apply if you have completed all your school qualifications in English, or your undergraduate degree was taught and examined in English (within two years of starting your postgraduate course). Check our country pages to find out if this applies to you.

Our entry requirements indicate the minimum qualifications with which we normally accept students. Competition for places varies from year to year and you aren't guaranteed a place if you meet the minimum qualifications.

International students

We welcome applications from students studying a wide range of international qualifications.
Entry requirements by country

Please note that international students are unable to enrol onto the following courses:
  • BN Nursing/MSc Nursing (Pre-registration) (Adult or Mental Health)
  • BM Midwifery/MM Midwifery

Admissions policies

We’re committed to admitting students who have the potential to succeed and benefit from our programmes of study. 

Our admissions policies will help you understand our admissions procedures, and how we use the information you provide us in your application to inform the decisions we make.

Undergraduate admissions policies
Postgraduate admissions policies

Fees & funding

The course fees you'll pay and the funding available to you will depend on a number of factors including your nationality, location, personal circumstances and the course you are studying. We also have a number of bursaries and scholarships available to our students.

Tuition fees
Students from 2021/22 2022/23
Scotland, England, Wales, Northern Ireland, and Republic of Ireland £7,810 tba
Overseas and EU £15,620 tba

Please note tuition fees are subject to an annual review and may increase from one year to the next.
For more information on this and other Tuition Fee matters please see Frequently Asked Questions about Fees

Click this link for Information of Bursaries and Scholarships

The University offers a 20% discount on Postgraduate Taught Masters programmes to its alumni. The discount applies to all full-time, part-time and online programmes.


Careers

Marketing students working at a bank of computers.

Digitally focused Marketing skills are becoming near-universal requirements for employment.  Our MSc in Marketing and Digital Strategy will open up a range of employment possibilities and help give you confidence to future-proof your career. Careers include:

  • Customer relationship management
  • Digital media development
  • Digital marketing management
  • Computer networking
  • Search engine analysis
International Student Ambassadors in small groups working and socialising.