📖Program Curriculum
You will develop a critical understanding of digital marketing’s role within different types of organisations and the range of opportunities digital marketing offers. You will study the various digital marketing tools and channels investigating how to effectively use them in a creative and organised way to achieve strategic marketing goals and objectives.
The programme will expand your understanding of integrated marketing - incorporating all appropriate marketing channels to achieve campaign success. You will explore how to create integrated digital marketing plans and strategies to communicate successfully with numerous target audiences.
You will study consumer behaviour within the context of the global marketplace embracing global and localised perspectives as well as exploring consumption and consumer culture and how consumers are influenced by family groups and culture. Insights on the subject of consumer behaviour also draw from other disciplines such as sociology psychology and anthropology and you will study concepts and theories underpinning consumer society and how these influence consumer behaviour.
You will explore marketing management in the digital age developing your skills as a marketing professional enabling you to competently respond to key issues and challenges. Contemporary strategic marketing in a global and digital context is analysed so you can improve your understanding of what is involved in terms of decision making and the processes involved alongside enhancing your skills in devising appropriate solutions for an organisation's specific environment.
What factors influence creativity in an organisation? Our creativity module will give you the confidence to creatively and successfully solve business problems utilising different techniques to produce and implement solutions.
You will be able to choose from a range of optional modules to adapt your studies to suit your own specific areas of interest. This could include themes such as branding leadership communications accounting for decision making and international operations and supply.
OTHER COURSES YOU MAY BE INTERESTED IN:
MSc Marketing
NEXT STEPS
Apply now
Visit us
Enquire about this course
COURSE STRUCTURE
Digital Marketing module structure
SEMESTER 1
Compulsory modules
Digital Marketing Tools and Channels
Understanding Consumer Behaviour
Marketing Management in the Digital Age
Optional modules
Contemporary Marketing Research
Accounting for Decision Making
Leadership
International Operations and Supply
International Business Context
Mediated Communications: Theory and Practice
SEMESTER 2
Compulsory modules
Integrated Digital Marketing
Creativity and Personal Development
Strategic Marketing in a Global Context
Optional modules
International Marketing Communications
Entrepreneurship
Contemporary Challenges in Global Business
Branding
SEMESTER 3
Compulsory modules
Research Methods
After you have completed the taught modules of the course you will undertake a large project to further develop your knowledge in a specific area of marketing. You will choose from one of the pathway options below.
Research dissertation
The research dissertation is a formal written academic project of between 10000 and 15000 words making it ideal preparation for future academic research at MPhil or PhD level or for the report-writing and scrutiny expected of senior management professionals. Taking inspiration from your own interests and with support throughout from a supervisor with relevant expertise you’ll choose a topic to research in the field of marketing. To give you an idea it could be anything from country perceptions of outdoor guerrilla marketing to a comparison between charity and corporate marketing strategies.
Consultancy Project
During June to September you will spend eight to 12 weeks undertaking a marketing research project on behalf of an organisation (chosen by Keele Business School). You’ll put into practice what you’ve learned developing and applying your skills to solve a business problem issue or focus on a specific project. As part of the eventual assessment you’ll present your findings to the host organisation exactly as you would do within the workplace. As an example one student worked with a pet food company to explore new and innovative marketing techniques to promote their brand while another undertook research and developed a marketing plan and social media campaign for fire training facilities. We also had one student help an online retail company develop and relaunch its brand with another developing PR and marketing activities for a local arts centre.
Please note that participation in the Consultancy Project is only available after a comprehensive selection process. Please view our terms and conditions to find out more.
Entrepreneurship pathway
An excellent opportunity if you have an idea for a new business venture this module will provide you with the time space and expertise to develop it. For between eight weeks to 12 months you’ll be given the option of a base within the University’s incubator and have access to workshops and guidance from a network of entrepreneurs and business advisers. During this time you’ll complete a portfolio of evidence on your idea and present this to an external stakeholder. Places are limited and you will be required to undertake an interview prior to acceptance on this module.
Please note: The Entrepreneurship pathway is available to UK Students only
Placement pathway
In an increasingly competitive job market employers are looking to recruit employees who have high-level knowledge skills and workplace experience. With support from the Faculty Placement Officer you will gain first-hand professional experience on a suitable paid work placement for between eight weeks to 12 months. During your placement you will be required to complete an extended project on behalf of the organisation. As part of the eventual assessment you’ll present your findings to the host organisation exactly as you would do within the workplace. Your placement can be based anywhere in the UK giving you the opportunity to work with local national and international organisations.
Students who require a visa to study in the UK may be able to add in a work placement depending upon the programme. The ability to add a work placement is dependent upon the UK Immigration rules at the time of the request. It may be that for some programmes students will not have the option to request a placement period to be added to their programme before they arrive in the UK and would need to apply for a new visa. There is no guarantee that a placement will be provided and that students who have a visa are subject to a number of restrictions on the type of work including placements they can undertake.
Show less
