Marketing (Digital Marketing) MSc (PGCert PGDip)

Course structure

The course is organised into three-hour blocks of teaching and seminar activities, which are based on specialist reading, research and case studies. Modules are assessed through essays, reports, group work, presentations and examinations.

All of our Marketing MSc courses share six core modules. This specialist route includes one subject-specific module (Digital Marketing), but also shares a range of option modules which enable you to tailor the course to your own interests and career aspirations.

In the final phase of the course, you will complete a 15,000-word dissertation on a marketing topic of your choice, which will require you to make recommendations for real-life marketing practice. Throughout your dissertation, you will receive support from a supervisor who will help to guide you in your research.

Syllabus

You will learn through a combination of structured teaching and independent study and research. Modules will be assessed with a mixture of essays, reports, group work, presentations and examinations.

You'll choose six core modules and one option module.

Modules

• Moving to Masters
• Critical Developments in Marketing Theory and Practice
• Marketing Planning and Strategy
• Marketing Research I: quantitative methods
• Marketing Research II: qualitative methods
• Digital Marketing
• Dissertation

Options
One from:

• International Marketing
• Social Marketing
• Behavioural Economics
• Branding and Communications
• New Product Development 

Modules in focus

Digital Marketing

The internet has had a profound impact on marketing, providing opportunities for a more personal means of reaching customers. There are also more opportunities to understand and analyse customer requirements and preferences. This module examines the choices and opportunities facing businesses that want to benefit from digital marketing. Key themes include:

Digital marketing in organisations

• the role of digital marketing
• drivers and barriers of digital marketing
• access to the market

Digital marketing strategies

• direct marketing
• positioning in the marketplace
• customer relationship management

Digital marketing channels

• evaluating web sites
• search engine optimisation
• ad words
• the role of email
• social networking
• mobile marketing

Organisational and emerging issues

• impact of digital marketing on the organisation
• impact of digital marketing on the marketplace
• emerging technologies for digital marketing

Branding and Communications

Marketing communications refers to the various tools that marketers use to communicate with key target markets. It covers the use of advertising, sales promotion and PR amongst others. This is therefore an invaluable module for any student who wishes to pursue a career in marketing.

Contents

• The marketing communications (marcoms) mix
• Personal and environmental influences on marcoms
• Ethics in marcoms
• Consumer and organisational buyer behaviour
• Communications theories
• Segmenting, targeting and positioning for marcoms
• Marcoms planning models and integrated marcoms strategy
• The creative approach
• Present and future media selection alternatives
• Measuring effectiveness
• Product and corporate branding

Brighton's digital industry

Home to over 1,000 companies in the digital sector, Brighton is one of the UK's leading centres of creative media technology and the council have recently invested £10million in a state-of-the-art digital hub.

Brighton Digital Festival is a month-long celebration of digital culture and runs throughout September of every year. In 2013, the festival drew 41,000 people to 175 events that included coding workshops, motion capture performances and 3D printing installations.

WiredSussex are a locally based membership organisation for companies and individuals working in the digital sector. They offer internship services and a doorway to job opportunities across the city.

According to a recent report conducted by Wired Sussex and local universities, the average digital firm in the area is growing by more than 14% a year, while the sector in Brighton is experiencing jobs growth at more than 10 times the rate of the wider UK economy.

The Guardian

International study exchange 

Through our partnership with MIP Politecnico di Milano Graduate School of Business you have the opportunity to gain an international perspective to your studies. On our study exchange programme you would join MIP’s International Master in Multichannel Marketing Management course, which is taught in English.

You will be able to choose from a range of modules, including Design and Marketing: the Italian way, in different sectors including for example design, fashion and furniture, automotive, wine and sports marketing. 

Staff profiles

International requirements

We can help you meet our English language or academic entry requirements.

Course fees

Scholarships, bursaries and loans

We offer a range of scholarships for postgraduate students. Bursaries and loans may also be available to you.

Find out more about postgraduate fees and funding.

Our Marketing MSc courses, full-time and part-time, are eligible for the government’s postgraduate master’s loan scheme. 

Info

The fees listed here are for full-time courses beginning in the academic year 2019–20.

Further tuition fees are payable for each subsequent year of study and are subject to an annual increase of no more than 5% or RPI (whichever is the greater). The annual increase for UK/EU students, who are subject to regulated fees, will increase no more than the statutory maximum fee.

You can find out more about our fees in the university's student contract and tuition fee policy (pdf).

The tuition fee you have to pay depends on a number of factors including the kind of course you take, and whether you study full-time or part-time. If you are studying part-time you will normally be charged on a pro rata basis depending on the number of modules you take.

What's included in the fee?

When costs such as health or DBS checks, or use of specialist materials are incurred as a mandatory requirement of the course they are included in your tuition fee.

You may incur additional costs depending on the optional modules or activities you choose. The cost of optional activities is not included in your tuition fee and you will need to meet this cost in addition to your fees. Before you apply check with us for advice about what is included and what optional costs you could face so you can budget accordingly. You can chat with our enquiries team through the Stay in touch panel at the end of this page.

See our finance pages for advice about funding and scholarships as well as further information about fees and advice on international and island fee-paying status.

Local area

Campus where this course is taught

Accommodation

Maps

Accommodation

University building

Moulsecoomb campus map