MSc Digital Marketing Strategy Curriculum
The programme consists of 10 taught modules (8 core and 2 electives), assessed through a blend of written examinations and continuous coursework. Taught modules run across two terms: Michaelmas Term (September–December) and Hilary Term (January–April). The final Trinity Term (April–August) is dedicated to your dissertation or company project.
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September-December Michaelmas Term |
January-April Hilary Term |
May-August Trinity Term |
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| Core |
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Electives (Choose two) |
Note: Modules offered each academic year are subject to change. The modules listed above and below are the modules and timetable for 2025/26.
Module Descriptions
Digital Design & User Experience (5 ECTS)
Create standout digital experiences that convert. Explore the latest tools and technologies shaping online engagement, and learn how to design user journeys that drive action across search, social, mobile and more. Build hands-on skills in UX and discover how to personalise, optimise and future-proof your digital strategy.
How this fits your MSc journey: Equip yourself with essential digital marketing and UX skills to connect strategy with execution in today’s tech-driven landscape.
Learning outcomes:
- Master core digital channels: Evaluate key technologies across search, display, email, social and mobile.
- Enhance user experiences: Apply practical frameworks to improve digital design and performance.
- Gain hands-on tech expertise: Build confidence with the tools driving modern UX and digital marketing.
- Leverage emerging trends: Understand and adapt to innovations like generative AI and cookie deprecation.
- Bridge strategy and execution: Use digital insights to optimise marketing spend and audience engagement.
Digital Marketing Strategy (5 ECTS)
Build the strategic mindset behind successful digital marketing. Go beyond tactics to audit real businesses, diagnose gaps, and design smart, evidence-based plans that deliver measurable results. Work as a consultant on a live SME project and turn insight into action through hands-on, team-based learning.
How this fits your MSc journey: Sharpen your strategic thinking and consultancy skills by tackling real-world challenges at the intersection of data, ethics and digital performance.
Learning outcomes:
- Audit digital maturity: Use frameworks like SOSTAC and RACE to assess strategy and define success metrics.
- Identify compliance gaps: Evaluate privacy, consent and tracking issues, and propose practical solutions.
- Map customer journeys: Create personas and identify key engagement points using public data.
- Design for measurement: Build technical plans for robust tracking, testing and optimisation.
- Deliver client-ready insights: Present actionable, ethical recommendations with professional rigour.
Digital Marketing Communication (5 ECTS)
Design campaigns that move customers to action. Learn how to target the right audience at the right time using digital channels like search, display, content marketing and SEO. Use real-world tools and AI to create, launch and measure impactful strategies from start to finish.
How this fits your MSc journey: Build the practical skills needed to design and deliver full-funnel digital campaigns aligned with business goals.
Learning outcomes:
- Map the digital customer journey: Understand how digital touchpoints influence decision-making.
- Build strategic campaigns: Develop tailored plans for different industries and audiences.
- Target effectively: Research and craft digital personas to sharpen campaign relevance.
- Use leading tools and tech: Apply AI and digital platforms to optimise paid and organic efforts.
- Measure what matters: Track performance and link results back to business objectives.
Marketing Intelligence & Analytics (10 ECTS)
Turn data into strategic advantage. Learn how to collect, analyse and interpret marketing data to generate actionable insights that improve decision-making. Build hands-on skills in both descriptive and predictive analytics using real-world tools and datasets across CRM, mobile, social and survey sources.
How this fits your MSc journey: Gain in-demand analytical capabilities that underpin modern marketing strategy and unlock career opportunities across industries.
Learning outcomes:
- Create data-driven strategies: Design analytical approaches aligned with business objectives.
- Select the right methods: Match analytical tools to specific marketing problems.
- Generate marketing intelligence: Understand how organisations collect and interpret consumer data.
- Apply analytics in practice: Use insights from real data to guide marketing decisions.
- Advise with impact: Translate complex findings into clear, actionable recommendations for stakeholders.
Transformation Management for Individuals & Organisations (5 ECTS)
Thrive in a world of constant disruption. Develop a mindset of permanent reinvention to anticipate change, adapt faster, and turn uncertainty into opportunity. Explore how to balance technological advances, like AI, with timeless human strengths such as resilience, empathy and creative thinking.
How this fits your MSc journey: Prepare for leadership in fast-evolving industries by mastering the personal and organisational agility needed to stay ahead of the curve.
Learning outcomes:
- Analyse digital disruption: Use tools like the S Curve and Infinity Curve to understand the impact of AI and tech shifts.
- Build adaptability: Apply reinvention strategies to stay relevant and resilient in changing environments.
- Reframe failure and resistance: Use mental models to make better decisions and embrace growth.
- Balance AI and human creativity: Assess how to work with intelligent tools without losing your edge.
- Strengthen human connection: Foster trust, focus and empathy to lead in a digitally connected world.
Digital Marketing Practice (5 ECTS)
Step into the role of a digital strategist in a live agency environment. Collaborate with real clients to research, design and run full-spectrum digital campaigns using the latest tools, including Generative AI. Build the skills to manage stakeholders, solve problems under pressure, and deliver measurable impact in fast-paced, real-world contexts.
How this fits your MSc journey: Apply everything you've learned in a hands-on, high-stakes setting, bridging theory with practice to become a confident, job-ready digital marketer.
Learning outcomes:
- Conduct strategic digital research: Perform audits and generate insights that inform actionable strategies.
- Integrate AI into workflows: Apply tools like LLMs to enhance creativity, efficiency and compliance.
- Run performance-led campaigns: Plan, execute and optimise digital marketing across SEA, SEO, CRO and more.
- Manage real clients professionally: Communicate clearly, meet expectations and navigate consultancy dynamics.
- Think critically and ethically: Evaluate results and consider the regulatory and moral implications of digital decisions.
Social Media Marketing (5 ECTS)
Harness the power of social to drive real business impact. Learn how to craft compelling content, engage audiences, and build influencer and advertising strategies that deliver measurable results. Work with a real client to put strategy into action and gain the hands-on experience employers value.
How this fits your MSc journey: Deepen your digital marketing expertise with practical, data-driven skills to lead in today’s content-rich, fast-moving social landscape.
Learning outcomes:
- Master platform strategies: Evaluate key concepts, tools and trends across major social channels.
- Understand digital behaviour: Analyse how users engage, influence and respond on social media.
- Audit and optimise presence: Critique and improve brand visibility across platforms.
- Turn data into action: Convert insights into an integrated, audience-led strategy.
- Manage campaigns with impact: Use core ad tools to plan, run and measure campaigns effectively.
Ethical Business for Digital Marketing (5 ECTS)
Lead with integrity in a digital world under scrutiny. Explore how ethics, CSR, sustainability and data privacy shape modern marketing – and learn to navigate the risks and responsibilities that come with emerging tech like AI. Build the critical insight needed to create campaigns that are not only effective but also socially responsible.
How this fits your MSc journey: Strengthen your ability to make ethical, future-focused marketing decisions that align with both business goals and societal expectations.
Learning outcomes:
- Understand ethical foundations: Explore the roots and relevance of ethics, CSR and sustainability in business.
- Analyse real-world impact: Examine how social and environmental challenges affect marketing practice.
- Debate emerging issues: Engage with tensions around AI, data privacy and stakeholder responsibility.
- Unpack CSR drivers: Gain detailed insight into what motivates sustainable and responsible strategies.
- Champion responsible marketing: Assess how ethical choices influence brand reputation, trust and long-term value.
Sales Management (5 ECTS)
Master the art and science of selling in a digital-first world. Learn how to lead high-performing sales teams, convert leads into loyal customers, and navigate shifting buyer behaviours with proven, real-world strategies. Gain practical skills in SPIN selling, sales pipeline management, and go-to-market execution.
How this fits your MSc journey: Build strategic sales capabilities and leadership insight essential for driving business growth in modern markets.
Learning outcomes:
- Apply modern selling techniques: Use proven frameworks like SPIN selling to convert leads into opportunities.
- Understand evolving buyer behaviour: Analyse how technology and shifting preferences shape customer engagement.
- Lead with purpose and ethics: Evaluate the role of leadership and ethical decision-making in sales performance.
- Bridge sales and marketing: Examine how alignment drives value throughout the customer journey.
- Design effective go-to-market strategies: Craft integrated sales and marketing plans that deliver results.
Digital Business Models (5 ECTS)
Decode how digital disrupts and redefines value creation. Explore innovative business models across industries, and learn to analyse, design and adapt them using strategic tools like the Business Model Canvas and Value Networks. Bridge theory with practice as you tackle real-world challenges and future-proof your thinking.
How this fits your MSc journey: Build strategic insight into how digital transforms entire business ecosystems, a foundation for innovation and leadership in any sector.
Learning outcomes:
- Understand digital-first models: Identify the key traits and mechanics of successful digital businesses.
- Tackle operational challenges: Assess what it takes to manage and scale digital business models effectively.
- Apply consulting frameworks: Use real cases to develop structured, strategic analysis skills.
- Collaborate on business design: Engage in team-based workshops to refine and apply strategic tools.
- Think ahead: Develop a forward-looking approach to spotting and shaping digital opportunities.
E-Commerce (5 ECTS)
Turn digital traffic into profitable transactions. Learn how leading brands convert browsers into buyers through smart strategy, on-site optimisation, data analytics, and omni-channel integration. Explore real-world examples from Amazon to local retailers and gain the tools to drive measurable online success.
How this fits your MSc journey: Understand how digital marketing delivers tangible results through eCommerce, where strategy meets sales.
Learning outcomes:
- Master core eCommerce principles: Evaluate how online retail fits within the digital marketing ecosystem.
- Identify success factors: Understand what drives performance in competitive online markets.
- Navigate operational and legal issues: Gain insight into compliance, logistics and platform regulations.
- Leverage online marketplaces: Assess the role of platforms like Amazon and eBay in driving sales.
- Analyse consumer power shifts: Understand how digital has reshaped buyer behaviour and retail influence.
Entrepreneurship, Creativity & Innovation (5 ECTS)
Think like an entrepreneur, act like a changemaker. Learn how to turn imagination into impact by generating, shaping and pitching original venture ideas in real-world contexts. Explore creative decision-making, stakeholder engagement and responsible innovation as you take the first step in building something from nothing.
How this fits your MSc journey: Develop the entrepreneurial mindset and skills to lead new ventures or drive innovation in your future career.
Learning outcomes:
- Understand entrepreneurial theory: Explore key concepts like effectuation, causation and opportunity creation.
- Apply theory to action: Use structured methods to create, develop and refine business ideas.
- Adopt an entrepreneurial mindset: Embrace creativity, resilience and adaptability in uncertain environments.
- Launch your first venture: Work in teams to bring an original idea to life through planning and pitching.
- Foster responsible innovation: Promote ethical, diverse and impact-driven approaches to business creation.
Digital Marketing & AI (5 ECTS)
Move from AI user to AI strategist. Learn how to design data-driven marketing solutions that integrate cutting-edge AI tools—from content generation to predictive analytics. Tackle real-world challenges for live clients while mastering ethical, strategic and technical dimensions of AI-powered digital marketing.
How this fits your MSc journey: Apply your learning in a hands-on capstone project that prepares you to lead digital innovation with confidence and responsibility.
Learning outcomes:
- Solve complex marketing problems: Break down unstructured challenges into measurable, research-led objectives.
- Design strategic campaigns: Apply SOSTAC® and RACE frameworks to create results-focused marketing plans.
- Evaluate and apply AI tools: Select and justify the best technologies for content, analytics or automation.
- Collaborate in dual roles: Work across project and presentation teams to build both technical and client-facing skills.
- Present insights with impact: Turn campaign data into clear, strategic recommendations for stakeholders.
- Apply ethical AI principles: Navigate copyright, bias and privacy concerns with integrity and responsibility.
Consumer Value Management & New Technologies (5 ECTS)
Maximise long-term customer profitability with a sharp, strategic approach to value creation. Learn how to assess customer lifetime value, prioritise high-potential segments, and understand the role emerging technologies like AI and the metaverse play in shaping competitive advantage.
How this fits your MSc journey: Build the financial and strategic insight needed to align marketing actions with shareholder value and digital transformation.
Learning outcomes:
- Understand CRM foundations: Grasp the core principles of customer relationship and value management.
- Measure customer value: Evaluate the financial contribution of different customer segments.
- Segment by profitability: Prioritise marketing efforts based on potential value and return.
- Apply value-based strategies: Use data to guide customer-focused business decisions.
- Assess tech impact: Explore how innovations like AI and influencer marketing reshape value management.
Dissertation or Company Project (30 ECTS)
Define your career edge through a self-directed, high-impact project. Choose between an academic dissertation or a company-specific consultancy project to explore a topic that aligns with your goals. Whether developing a strategy for a real organisation or advancing digital marketing theory, you'll apply critical thinking, research, and analytical skills to deliver meaningful insights.
How this fits your MSc journey: Showcase your expertise and integrate everything you've learned into a final piece of work that reflects your professional or academic ambitions.
Learning outcomes:
- Develop a focused research question: Define a relevant issue and articulate its value to academic or business audiences.
- Critically engage with literature and data: Synthesise academic theory and industry insights to inform your work.
- Justify your methodology: Select and explain research tools that best suit your objectives.
- Analyse and present findings: Gather and evaluate data to support clear, evidence-led conclusions.
- Manage a complex project: Demonstrate autonomy, organisation and academic rigour in producing a high-standard final report.