Program Overview

The Master of Science in Digital Marketing and Analytics programme has been designed with the specific intention of responding to the evolution of an increasingly digital and technology-enabled business environment. Graduates of the Master of Science in Digital Marketing and Analytics will understand the core principles of digital marketing and analytics, be equipped to utilise data and visualisation tools, apply the appropriate marketing models, and inform business decision-making in an ethical context. Moreover, they will develop advanced critical thinking, writing and research skills through the completion of the Research Methods modules along with the completion of a Capstone module (choice of Dissertation or Applied Research Project or Placement). The taught component of this programme comprises modules in Web Marketing Management and Metrics; Digital Design & Development; Strategic Thinking in the Digital Age; Data and Digital Marketing Analytics; Digital Advertising and Online Marketing Communications; Business Intelligence and Visualisation; and Research Methods. All modules will facilitate the exploration of new ideas and technologies with learning focussed on emerging industry trends as well as best practices and learners will be supported in applying their knowledge to specific issues within a real-world context.

The Master of Science in Digital Marketing and Analytics is an innovative programme with an integrated delivery from end?to?end covering a wide range of digital marketing topics. The programme aims to develop learners' knowledge of the theory and practice of digital marketing and analytics necessary for them to perform at the postgraduate level and secure employment in the areas of digital marketing in a broad range of commercial, industrial and public sector environments. Successful graduates will possess an in-depth knowledge of the theoretical and practical aspects of digital marketing and analytics.