Staffordshire University

Staffordshire University

Digital Marketing Management

The marketing profession has undergone a significant change in the knowledge and skill base required to meet the needs of a constantly evolving digital environment. According to the Chartered Institute of Marketing (CIM) (2015) "Data is the currency of success. It is not enough for marketers to know that analytics and data science can help - they need to know how to use them to make good choices. They must take a scientific approach". The flexible nature of the course allows students the opportunity to explore specific aspects of the digital marketing debate ranging from new and emerging themes relating to branding, content curation and analytics. The course offers a clear update on traditional approaches to digital marketing. By integrating thinking from the Institute of Direct and Digital Marketing (IDM) and CIM we've designed a curriculum with a strong professional and practical ethos, focusing on employability and continued professional development. The inclusion of a project as a capstone module is an alternative to the dissertation, providing you with the opportunity to focus on an issue that is relevant to your workplace or placement. Our staff are at the forefront of key areas of the digital marketing field, including digital marketing plans and effective social media for organisations.

Course modules

Year 1 Scanning the Digital Environment This module will introduce you to the rapidly changing business environment but from a digital marketing perspective. Strategic Marketing Communications and Media Management Marketing communications are covered in this module from a strategic perspective and it addresses how digital media management can be integrated into your campaigns. Digital Consumer Behaviour and Experience Consumer behaviour is a pivotal area of digital marketing. As consumers change and adapt their buying power and adopt different behaviour patterns, understanding and integrating these developments is critical to success. Content Curation and Development Content is now a pivotal element of digital marketing. Across a range of different vehicles, this module addresses a strategic perspective to the process. Year 2 Management Control and Internal Audit The quantitative features of this course diversify to include financial and management controls, ensuring that elements such as return on investment (ROI) are addressed to ensure that strategies address contribution. Co-creation with Brand Communities Consumers are no longer passive receivers of brand management campaigns. Instead brands now will consider consumers as co-creators of brand values, operating in tribes within the digital marketing environment. Understanding the significance of these developments is pivotal for marketing managers. Global Strategic Digital Marketing Management This pivotal module incorporates and blends the learning from other modules to enable you to produce a full in-depth strategic digital marketing plan. Year 3 Work Based Project Preparation OR Business Management Research In the first 6 weeks you will prepare a module based on project management skills in preparation for your work based project. Alternatively you can complete a research module to prepare you for a more traditional dissertation. Masters Work Based Project OR Dissertation The work based project, which is usually based within your company, gives you the opportunity to work on a potentially live project to produce a report for an organisation on a meaningful digital marketing project. Alternatively you can work on a traditional dissertation based on a topic in the digital marketing management area of research.


Qualification Study mode Start month Fee Course duration
MSc Full-time September 2017 GBP 12,300 per Whole course (International) 1 Years
MSc Full-time September 2017 GBP 6,200 per Whole course (Home/EU) 1 Years
MSc Part-time September 2017 - 3 Years

Campus details

Campus name Town Postcode Region Main campus Campus Partner
Staffordshire University (Stoke-on-Trent Campus) ST4 2DE West Midlands

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