MSc Marketing and Digital Strategy
Leeds, United Kingdom
DURATION
12 up to 24 Months
LANGUAGES
English
PACE
Full time, Part time
APPLICATION DEADLINE
Request application deadline
EARLIEST START DATE
20 Jan 2025
TUITION FEES
GBP 17,500 / per year *
STUDY FORMAT
On-Campus
* for international students | for UK students: GBP 9,900 per year
Introduction
Develop your skillset
Add value to your existing undergraduate degree and stand out from the crowd with this master’s qualification.
As part of this course, you’ll:
- Develop a specialist base of contemporary digital marketing knowledge which you’ll have the confidence to apply in a wide range of contexts
- Gain the expertise to research, design and implement effective digital marketing strategies to ensure organisations are competitive.
- Learn to use an integrated blend of digital channels to reach and engage new audiences in today's challenging economic climate.
- Build a detailed understanding of consumer motivations and habits, and develop skills in customer journey mapping.
- Explore ways to increase brand loyalty and market share by using the latest digital technologies and platforms across all marketing channels.
- Learn to identify the characteristics of successful brands, and understand techniques used to manage them.
- Gain an in-depth understanding of the planning, implementation, and measurement of social media marketing campaigns.
- Develop sophisticated knowledge of, and develop skills in using a range of marketing metrics, with a focus on digital metrics.
- Undertake a Marketing Project with a strategic and digital emphasis to practise applying your expertise
Teaching expertise
You’ll be guided throughout your course by our expert academics. The teaching team will support you to develop the knowledge, skills and confidence to make an immediate impact on your career.
Bringing your learning to life
This course has a strong focus on employability, and you’ll be encouraged to apply your learning. You’ll use case studies to critically analyse how effective digital marketing techniques can be. In addition, you’ll be given opportunities to relate your study to organisational practices.
Your learning experience
Your progress will be evaluated through group work, individual work and presentations. The variety of assessments will hone your communication, prioritisation and time-management skills. Some assessments will replicate the real-life challenges faced by staff in marketing roles. This course will bring the real world into the classroom, enabling you to develop a skill set that is immediately transferable into a professional digital marketing role or further study.
Career building study
If you’re looking to lead or manage digital marketing teams in the future, this course will help you find your path. Studying this course will enhance your employability prospects by providing you with a digital specialism that’s in high demand across all industry sectors.
Why study Marketing and Digital Strategy at Leeds Beckett? University
- Develop an in-depth understanding of the dynamic field of digital marketing
- Learn from expert lecturers, researchers and digital marketing specialists
- Blended online and on-campus learning on designated days to support flexible study that fits around your work and life commitments
- Many assessments will include applied work, such as reports, creative presentations and group work to help you apply your learning
- Access to guest lectures with industry professionals
Duration
- Full-Time: 12 Months
- Part-Time: 24 Months
Gallery
Admissions
Scholarships and Funding
There are ways you may be able to fund your course. Sometimes it is possible to get sponsorship from a government body in your country. There are many different options, so have a look through the links carefully to see if they apply to you.
- International Scholarships
- Chevening Scholarships
- US / Canada Direct Loans
Curriculum
Teaching & Learning
Independent study is a crucial part of learning at university and you will be required to undertake many hours of self-directed research and reading, and preparation and writing of assessments. Your course is delivered through several modules, which will help you to plan your time and establish a study routine. Outside of your lectures, workshops and tutorials, a range of support is available to assist with your independent study. Our subject-specific librarians will be on hand to direct you to specialist learning and study-skill resources. You’ll also be assigned an academic advisor to give you tailored feedback and support.
Core modules
What you'll learn
Strategic Marketing
Develop an appreciation of strategic marketing tools, including brand and online strategies, used by managers to assess their company's market and achieve a competitive advantage.
Digital Strategy
Develop expert knowledge in a variety of concepts, models and theories concerned with digital marketing including web 2.0, consumer-generated media and constantly evolving platforms such as social media.
Digital Customer Journey
Develop the skills and knowledge to enable strategic decision-making for the management of digital channels. You'll have the expertise to understand the customer journey from an omnichannel perspective. This module will enable you to gain the skills to assess digital customer insights and strategic options for channel selection. Your knowledge of effective management and legalities of digital channels and campaigns will allow you to analyse the techniques utilised by marketers to explore the customer journey.
Social Media Marketing & Management
Understand how social media fits into the marketer's toolbox. You will combine theory with practice and cover core skills such as strategic planning for social media applications, incorporating platforms into a brand's marketing communications, and using social media data to gain customer insights. You will study four 'zones' of social media: community (e.g. Instagram), publishing (e.g. Tumblr), entertainment (e.g. Candy Crush Saga), and commerce (e.g. Groupon).
Strategic Brand Management
Develop an understanding of branding, consumer relationships with brands, and the brand management process in a dynamic, highly competitive, and global operating environment.
Marketing Metrics
Explore the importance of managing marketing data and its use ineffective marketing decision-making. You will study the role of marketing metrics within organizations and you will understand how a range of measurement techniques can enable organizations to achieve marketing insights and strategic decision making.
Choose one of the following final projects:
Marketing Project
Undertake a marketing-based project where you'll propose, produce, and defend an extended piece of research. You'll have the choice of two tracks:
- 'Academic' – where you'll address a research problem grounded in academic literature as per traditional dissertations, or
- 'Applied' – where you'll adopt a company-based consultancy approach and focus on a decision problem.
Program Outcome
At the end of the course, students will be able to:
- Critically evaluate theories and concepts in the fields of strategic and digital marketing in the context of current marketing issues and developments.
- Demonstrate a critical, analytical, ethical, and reflective approach to their professional/subject/work domain.
- Learn independently and interdependently, using reflective skills to become lifelong learners and capable problem solvers in a marketing environment.
- Critically apply relevant theory related to concepts in strategic marketing and digital marketing to a range of complex, open-ended marketing problems, using a full range of transferable professional skills to generate innovative solutions.
- Make informed marketing decisions based on incomplete data, where appropriate.
- Effectively carry out a project involving research with due regard to ethical considerations and research methodologies.
Program Tuition Fee
Career Opportunities
As a marketing and digital strategy specialist with a master’s qualification, you’ll stand out from the crowd. You’ll develop a valuable digital marketing skillset, powered by your extensive practical and theoretical knowledge. On successful completion, you’ll be able to make a significant and measurable contribution in a marketing role.
You’ll be in a prime position to apply for roles in organisations across all sectors, such as:
- Digital marketing manager
- Marketing Manager
- Business development manager
- Digital strategist
This course could also be your springboard into further study at PhD-level.