What will I study?
Our marketing Subject Group has established working relationships with key bodies such as the Chartered Institute of Marketing (CIM) and the Institute of Direct and Digital Marketing (IDM) allowing the course content to be reflective of their syllabus. This is particularly of value if you are intending to progress on to a professional qualification with either body upon successful completion of your Masters.
The MSc Digital Marketing programme demonstrates how new digitally-focused tactics and strategies integrate with more traditional marketing tools and practices to capture new customers, build customer loyalty and provide superior customer service. You will understand the value of, and methods for, determining return on investment of Internet marketing programs, as well as online visitor and buyer behaviour, customer journey mapping, mobile marketing and social media.
You will also have the opportunity to develop a wider understanding of the principles and practice of leading and managing organisations and develop a range of applied research skills.
Following your second semester, you will undertake the Advanced Practice element of this programme which consists of either an internship or an applied group consultancy project where you will work with a real organisation on a live business problem. You will benefit from valuable work experience and developing key business insights.
For those completing an internship, in the remainder of the programme you will complete your research and writing up of your dissertation or undertake a consultancy project. Every student has a personal research supervisor and will be required to submit an assessed research proposal prior to embarking on the dissertation itself. For those not undertaking an internship and depending on what grade you achieve on the consultancy project, you will undertake an applied management work investigation or dissertation in the final semester.
Advanced Practice stage
The Advanced Practice version of this course offers you a valuable opportunity to secure a work placement or complete a group consultancy project, giving you experience of the workplace environment or live business issues, and an excellent way to put your learning into practice. This stage of the programme will take place between your second and final semester, and is a semester long (12-15 weeks) in duration. Internships as part of the Advanced Practice stage may be paid or unpaid. The alternative consultancy module allows you to work in teams with a business organisation working on consultancy-based projects on real business scenarios. Whether you choose the internship or consultancy project you will successfully develop your business skills and further enhance your employability.
September starts
If you choose to start your Masters in September, your programme will last for up to 21 months. You will have a summer break after Semester 2, and commence your Advanced Practice stage in September.
January starts
If you choose to start your Masters with Advanced Practice in January, your programme will run for 16-24 months. You will commence the Advanced Practice stage of the programme in the following January, immediately after your second semester. Please note that there are two summer breaks included in this programme for those starting in January.
May starts
For those starting your Masters with Advanced Practice, you will start the Advanced Practice stage of the programme in January, straight after you have completed your second semester. Your programme will run for a total of 16-18 months. Please note that there is no summer break included in this programme for those starting in January.
The Advanced Practice programmes are structured as below:
|
Sept-Jan |
Jan-May |
May-Sept |
Sept-Jan |
Jan-May |
May-Sept |
Sept-Jan |
September starts |
Semester 1 |
Semester 2 |
Summer break |
Masters’ Internship |
Masters’ Dissertation |
|
|
Business Clinic PG Group Consultancy Project |
Applied Management Work Investigation* |
Jan starts |
|
Semester 1 |
Summer break |
Semester 2 |
Masters’ Internship |
Summer break |
Masters’ Dissertation |
Business Clinic PG Group Consultancy Project |
Applied Management Work Investigation* |
May starts |
|
|
Semester 1 |
Semester 2 |
Masters’ Internship |
Masters’ Dissertation |
|
Business Clinic PG Group Consultancy Project |
Applied Management Work Investigation* |
|
*dependent on what grade you achieve in the the Consultancy Project
How will I be taught and assessed?
You will be taught through a mix of lectures, seminars and workshops, totalling around 13 hours per week, to enable you to grow your knowledge of the business world. In addition, you will be expected to engage in independent study involving directed and self-directed learning, around 32 hours per week.
Assessment for this programme takes place through group work, assignments, presentations and exams giving you multiple methods for you to show your understanding of the course material.
You’ll be taught by experienced lecturers and academics who use their industry experience to demonstrate how the theories you will learn translate in to real life situations.
Technology Enhanced Learning (TEL) is embedded throughout the course with tools such as the ‘Blackboard’ eLearning Portal and electronic reading lists that will guide your preparation for seminars and independent research.
Significant emphasis is placed on developing your ability to complete a Masters degree. As part of induction you will be made fully familiar with the learning resources and support available to you. There will also be weekly academic support sessions designed to build your confidence and ability as a postgraduate learner. You will also be allocated an individual guidance tutor at induction. You will meet this tutor at regular intervals throughout your studies.
Careers and further study
Graduates will be well suited to join a wide range of businesses, including graduate training schemes or even start up their own businesses or begin a professional qualification with one of the marketing industry bodies.
Upon successfully completing your course, you may choose to further develop your employability skills through Professional Pathway programmes delivered by our partner, QA. These are offered to our graduates for free and give you an excellent opportunity to undertake professional training at the end of your Masters from one of the UK’s leading corporate training providers. Find our more about Professional Pathways and your eligibility.
You can also gain access to the Northumbria University Graduate Enterprise scheme where we can help provide you with advice and skills to enable you to set up your own business.
From your Programme Leader, Dr Lillian Clark
Digital Marketing reading:
Advanced Practice: